Crisis communications management on digital platforms

Abstract

Trust, loyalty and brand image are challenging and precious commodities for companies to earn. A controversy, crisis or misunderstanding played out in public can cripple an organisation. Managing a crisis is not easy, and the way a crisis is handled can make or break a company’s reputation. Companies that are proactive in crisis management — that train a crisis management team and develop response plans before they are ever needed — are more likely to minimise damage and maintain good standing. By following certain pre-crisis, mid-crisis and post-crisis recommendations, organisations can take back control of the conversation surrounding their brands and navigate the crisis more effectively. This paper discusses how a company must be ready to respond to crises.