Does you company have a crisis communication plan in place?
July 10, 2011 Leave a comment
Kevin Allen writing for Ragan's PR Daily pointed out that a recent study undertaken by Burson-Marsteller showed "companies are woefully underprepared for a digital crisis." The reporter pointed out that Burson-Marsteller referred to as "the PR giant" surveyed 800 business leaders around the world to get a better idea of corporate perceptions of the state of crisis communications in the Digital Age. The story went on to analyze the results and then quoted Forbes as saying, “amounts to a wake-up call for business leaders who defend reputations and brand equity in today’s digitally connected marketplace." According to the survey, Allen wrote,"Among the findings, nearly 60 percent of business decision-makers have experienced a crisis in their current or previous company. Meanwhile, 79 percent believe their company is fewer than 12 months away from a potential crisis." The Ragan PR Daily reporter went to say, "Controversial company developments, online or digital security failure, and logistic difficulties were among the most likely anticipated crises." Allen also observed, "When it comes to crises that can do the most damage to a company’s reputation, danger to product safety (defective or contaminated parts), online or digital security failure, natural disaster, and critical or negative new media campaigns were thought to have the greatest impact. Despite all this doom-and-gloom prognosticating, nearly half of those business leaders surveyed said their company does not have a crisis plan." The reporter cited the study and wrote the reason was related to "Indifference and cost." Allen pointed out B-M identifies three types of companies: "20 percent are Boy Scouts (well-prepared), 45 percent are Tightrope Walkers (vulnerable), and a 35 percent are Ostriches (exposed) with their heads in the ground." The Ragan PR Daily reporter then raised the question, "Where does your company fall?"