Handling crisis communication across borders

Managing a crisis is consistently challenging, particularly in today’s interconnected world, where a single social media post can rapidly escalate issues across diverse geographical locations. Mishandling such situations may result in the swift spread of misinformation. Therefore, acting swiftly is crucial. Companies that promptly respond to crises with transparent and timely communication are more likely to steer the narrative in their favour.

Using our extensive experience in crisis management, we consistently advocate for proactive planning and preparation to be in place even before a crisis arises. However, we acknowledge that this may not always be possible, and the outcome of crisis navigation is largely contingent upon the timeline:

1. In the pre-crisis stage, organisations are always advised to engage in proactive planning and preparation, developing comprehensive crisis communication plans that outline response teams, roles, responsibilities and communication protocols. This involves identifying key spokespeople and communication channels to disseminate information swiftly and effectively.

2. During the crisis stage, immediate response and communication are crucial. This involves executing the prepared crisis communication plan, disseminating accurate information and managing media inquiries. Transparency is essential for maintaining trust and credibility, while providing timely updates and accurate information helps mitigate rumors and speculation.

3. The post-crisis stage involves evaluating the effectiveness of crisis communication strategies, addressing any remaining issues and implementing preventive measures to mitigate similar crises in the future.

While having a clear plan and strategy is undeniably helpful, an additional layer of complexity arises when a crisis spreads across borders. Containing a local crisis is relatively simpler compared to managing a global one. Global crisis demands rapid and efficient coordination and collaboration across multiple teams, regions and time zones. In such cases organisations can minimise the negative impact by implementing best practice strategies for global crisis management coordination:

• Establish a centralised crisis management team with clear roles and responsibilities and representatives from different regions or countries where your organisation operates;
• Implement clear communication channels that facilitate rapid information sharing and updates across all regions;
• Empower local response teams in each region to address crisis-related issues specific to their area;
• Develop consistent messaging that reflects your organisation’s values, priorities, and response strategy;
• Conduct regular updates and briefings with global and regional stakeholders to keep them informed about the crisis status, response efforts and any relevant developments.

The significance of having a well-prepared and trained team, honed through crisis simulation exercises, cannot be overstated, even for the world’s largest companies and industry leaders. A notable example is Samsung’s slow and opaque response to reports of Galaxy Note 7 smartphones catching fire in 2019, which drew significant criticism. Similarly, during the 2010 Deepwater Horizon oil spill, BP’s response was widely regarded as ineffective. Both companies subsequently made substantial investments in bolstering their crisis management capabilities to rebuild trust with stakeholders.

These instances highlight the importance of regularly training teams and refining crisis communication plans, even during periods of calm. Through strategic planning and preparation, both organisations and individuals can better safeguard their hard-earned reputation, ensuring resilience in the face of challenges.

Reach out to us today to strategically navigate challenges and take control of shaping the narrative surrounding your brand.