4 Crucial Crisis Management Tips for Startups

We live in a world in which it's hard to avoid some sort of crisis situation, with social media and an always active news cycle, there is an inevitability to a public relations (PR) crisis arising. That is why even if you have a great startup with a spotless track record and perfect employees, it's advantageous to be prepared. 

Being prepared to manage a PR crisis as a startup doesn't mean that you expect one to happen. It also doesn't necessarily mean a crisis, it could mean managing general business disruptions or emergency situations that call for a higher level of finesse or specific communication with the media. The general point remains the same: the more prepared you are to handle emergency PR situations, the smoother and quicker they'll pass through the public perception.

Prepare for a PR crisis

The first tip for managing a crisis is the most obvious one. Be prepared. This means identifying strengths and weaknesses of your startup and understanding what types of crisis situations might evolve. Perform audits to determine any weak points in the infrastructure. Make a plan that includes communication guidelines for the company in the event of a PR crisis, specifying who should lead the messaging and how that information will be distributed. 

If you want to go even further after considering possible scenarios, you can run simulations to check for fluidity in the process. Simulating a crisis, while not an actual crisis, can give you insight to how the company performs under pressure, how your team performs under pressure and where the gaps are that need further instruction. You may never experience a crisis, but preparing for one is the best way to get through one if it ever happens.

Lead your team with confidence

When dealing with a crisis, there is often a sense of absolute chaos. As a leader, you must work to maintain a sense of organization and calm. Speak with authority and address the plan that you've enacted. Being confident doesn't just allude to the attributes of physical confidence such as how you stand and project yourself, it also means that you are now the living embodiment of your crisis management plan. 

Even if numerous simulations have been carried out, implementing your crisis management plan can still come with a sense of moderate to extreme disorganization. This is where confidence really comes into play. Your company will react to your reaction but this doesn't mean lying. Be honest, calmly communicate your plan (that should already be in motion at this point) and be honest. If things aren't working out so well for either you or your company, address those issues with absolute honesty. This will create a better sense of trust that you are extremely confident with your plan.

Take your time with damage control

The instinct in a crisis is to react quickly and attempt to put out the flames as quickly as possible. This isn't always how it works. The media will see through insincere and hastened responses. If you have a plan, controlling the outcome of the crisis will be much calmer. Be transparent in your messaging to the media, consistent and attainable. Present solutions that move the company through the crisis, rather than exacerbate it. 

In this time, it's important to understand that you can say "no comment" or "I don't know" or "I don't have that information available" rather than scramble for a response that might be contradicted in the future. Even with a comprehensive plan, you might not have all the answers to every possible variable that might arise when managing a crisis. Even the best crisis management teams at some of the largest companies in the world are taken by surprise from time to time. Be patient, craft appropriate and honest responses to the media and be ready for follow-ups.

Reflect and learn

After the crisis has abated, there is still a level of crisis management that exists for crisis management teams. This is not the time to let your guard down, as the media and the news cycle can often be unpredictable. Stay vigilant and conduct post-crisis reviews to check that your plan was implemented effectively. Talk to employees and other key members of your crisis plan to determine whether it needs adjustment or if it was pulled off without a hitch. 

Communication should continue even after the crisis has fully ended. Reflect on what happened and how your startup can resolve those issues before they appear in the future. Learn from any mistakes that were made and adjust your future or additional crisis management plans accordingly. Just like for a successful product launch, a well-conditioned crisis management plan based on the successes or failures of a previously implemented one can serve plenty of lessons for the future. 

While every crisis plays out differently, having a competent and well thought out crisis plan in place is integral to being a functional and well prepared startup. If you’re struggling to put together a comprehensive PR crisis management plan, or you’re currently in the heat of a PR crisis, it might be time to bring in the professionals. Working with an experienced PR agency like SlicedBrand will not only help you navigate the crisis effectively, but it will also help you avoid them in the future.