PR and social media management make for a dynamic couple. In a world with access to endless information and instant publication of disputes and occurrences, a social media manager becomes essential to cope with a restless public.
It’s not a surprise that a pandemic and social unrest have pushed many in digital media to the brink of exhaustion, with some contemplating their career choice.
I experienced a four-step process for navigating crisis.
1. Breathe. Don’t say anything until you are ready.
2. Anything you do or say should always be grounded in the company’s voice as it has been known lately.
3. Create mini-crisis plans so you have a blueprint.
Finally, have a clear chain of decision authority if things do go rough. Keep everyone in the loop with listening and reporting, but keep any suggestions or approvals to a handful and experienced people.
These times requires being direct. No more ambiguity and neutral tone. Audiences want to know exactly what issues your company is addressing, and how you will hold yourself accountable.