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Former BBC chief communications adviser Donald Steel spoke
at joint PRCA/Liquid conferences in Jersey and Guernsey
last week. His three themes were the power of social media, the
importance of crisis communications and the first law of
communication: always tell the truth.
Donald gave examples of people and organisations caught
lying in crisis situations and outlined the role of social media in
managing a situation such as this summer's riots in England. The
old adage of 'always tell the truth' doesn't always get through to
organisations, but people will always be caught out if they veer
from the golden rule. Businesses must have a crisis communciation
plan in place, even if they think it 'will never happen to
them' with messages and spokespeople ready to go at a moment's
notice. Look what happens when this is downgraded or even
forgotten. Gulf of Mexico oil spill, anyone? Yet companies can
come through a disaster with their reputation enhanced when they
are open and honest with customers and are seen to be
working hard on solutions. United and American Airlines are
excellent examples.
We all know what failing to prepare leads to - and for
businesses a collapse of confidence or destruction of a
reputation affects jobs, the bottom line and morale. Building
and protecting reputation is paramount and responding honestly
and quickly in a crisis is a fundamental part of that
approach. Failing to get that right can leave any
individual, organisation and business exposed and
vulnerable.
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