The Phoenix Business Journal reported Phoenix Sky Harbor International Airport removed padded benches on Halloween after a complaint of a potential bed bug infestation. According to the news story, a pest control company treated the furniture Oct. 7.
In this case, bed bugs are not a crushing crisis. But don’t simply brush aside stories such as this. Most organizations likely do not expect to encounter a problem with bed bugs and for the news media to publicly report such a story. But most companies do not anticipate unfavorable news coverage. Most companies struggle to make an abrupt U-turn from promoting themselves to explaining themselves when a problem pops up. How do you prepare for a crisis you can’t see coming and that threatens the trust between you and your customers?
Prepare a plan. If bed bugs aren’t likely to attack your business, then determine what kind of crisis would more likely eat away at your organization one day. Then practice how you handle the hypothetical crisis. Not practicing or preparing is the equivalent of driving without insurance.
Delegate responsibilities. If a crisis strikes, who will stand in the spotlight and communicate with news media? Who will monitor social media and quickly respond to posts? Who will communicate with employees, who might be receiving misinformation about the situation and sharing it with friends and family? Who will talk with key stakeholders? Who will discuss your response with your attorney, who may disagree with your proposed public statement?
Respond like a human. Ensure your written response or on-camera interview displays empathy and shows understanding of why the crisis is concerning. Choose a spokesperson with an engaging personality and someone who knows how to communicate without industry lingo. Don’t speak as if you are from another planet.
Don’t go negative. Don’t tell the media, “It must be a slow news day.” Don’t accuse them of sensationalism or fake news. Don’t start attacking the story itself. Don’t get sarcastic. Keep your eyes on the facts as you know them. Offer your side of the story. Use the opportunity to show your expertise.
These are only a few recommendations to prevent a crisis from biting your business too deeply. For more suggestions, read “Crisis Communications: How To Handle The Words ‘Go F-Yourself.'” That’s biting language.
