Every company is vulnerable towards crisis. But keeping in mind, the needs of the stakeholders and how to react to crisis situations, it is very important to stay updated with the plan and continuously reflect that to the business. Online crisis management is a living document or plan that changes itself for the better with time.
Keeping in mind the recent mistakes committed by the tiger brands and their story of brand erosion, experts are coming up with more updated threats that have cropped up in 2018.
Mr. Costanza, one of the risk analysts, mentioned, “The tasks have actually changed a lot over years. Online Crisis Management has undergone many discussions, but in 2018 it can unfold in any context and go beyond control in no time.”
He also said, “Advent of digital wave has somewhat modified the Crisis Communications and management principles. It has now become even more robust.”
According to the analysts, every firm should be striving to revive their damaged reputation and prevent it from getting lost. A successful crisis plan should be able to anticipate any threat that might endanger the reputation of a firm.
In 2018, crisis planning should have the capability to combat newer threats along with the long-standing ones.
With the political views being highly polarizing, it is common of certain internet groups to call for boycotts. In the US, it is very common at present to politicise a very simple product like Ben-Jerry’s ice-cream or Chick-Fil-A.
It is expected in 2018 political arena, for every brand to take its stance on political and global issues.
“Customers are encouraging this and brands are expected to show their view on every issue. This is unfortunate but true which is leading to social media backlash. How can we forget the Kendall Jenner ad by Pepsi?” says Mr. Pitt, head risk consultant.
Viral videos, as seen in November 2017, caused Juli Briskman to lose her job after her defaming gesture to the presidential motorcade; or the most recent events that costed Uber its reputation due to sexual harassment charges.
A simple anonymous review on Glassdoor can also hamper an organization’s image. So, handling crisis with expertise is the best option to revive such situations.
“One should update, revisit Online Crisis Management plans regularly. Inputs from the stakeholders play a key role. The plan should be evolving with the company’s work,” added Mr. Costanza.
The common factors that are for sure to have impact on Crisis Communications and control are inclusion of new employees. An updated team list plays a vital role.
Another factor is the vacuum caused by former employees. As soon an employee leaves the company, another resource must be reassigned in the crisis plan.
Newly launched innovations or products can expose the company to newer threats. “If you add e-commerce components to one’s website, it instantly becomes vulnerable towards hacking”, added Mr.Pitt.
Going highly technological can help fight the threats. Saas program or any crisis management application allows reliable updates, communication among unlimited users. This is sure to improve awareness among the employees and allow better implementation of a plan.