One of the most important disciplines in PR is crisis communication. But for it to work, it must begin before the crisis. This is the only way companies can prevent it from spreading further and further. With just five most important dos and don’ts, crisis communication becomes more efficient.
- Corona has shown: a corporate crisis can hit any B2B Crisis Communication company at any time
- Empty order books, delivery bottlenecks and investment freezes were just three common reasons for crises in B2B Crisis Communication during the pandemic
- Even without external circumstances, the risk of crisis is always lurking: poor working conditions at foreign production sites, environmental damage, liquidity bottlenecks and quality defects
- This makes it all the more important to reduce or completely avoid damage to your image. If you react incorrectly, you risk a drop in sales, attacks from critics and an ever greater loss of image.
The 5 most important dos
B2B companies should definitely follow these vk database five principles of B2B crisis communication:
Be prepared
Professional crisis communication is only successful if B2B companies prepare themselves. This is the only way they can react quickly and correctly. Otherwise they risk the communication actually making the crisis worse.
Good preparation includes the following factors:
- Setting up an early warning system such as social media monitoring
- Define crisis team
- draw up a crisis plan
- Clearly define the coordination path to ensure consistent communication
- Pre-formulate helpful press releases/texts for foreseeable scenarios
- Training staff for crisis situations
- Have an address book with the most important contact details ready
- Create and publish a crisis manual
- Setting up dark sites with information application of neural networks in the work about companies, personalities and products
Clear competencies and uniform rules help to react flexibly.
Recognize crises in a timely manner
Early warning systems are essential in order to be able to react quickly. B2B Crisis Communication This includes social media monitoring to prevent shitstorms, monitoring growth forecasts and market developments or setting up a crisis team that ba leads keeps an eye on short and medium-term company planning and identifies actual-target deviations. Soft information such as rumors, laws and innovations should be brought together in a central location, checked regularly and reported to the crisis team.