Paul Maher, founder and CEO at Positive, explores how communications crises can be turned into opportunities for growth and offers some advice for staying ahead of the curve.

In an era where a single tweet can go viral, and destructive news breaks 24/7, proactive crisis planning may be your organisation's lifeline in a crisis - but it can also be much more.

A crisis will pop up when your business least expects and proactive measures in place can mean the difference between a negative hashtag on X, or leading your segment. Today’s crisis communications isn't merely damage control; it's the essential guardrail for the credibility capital of your organisation in good times and bad.

Prepare for hard landings

Do you remember the name of the major airline that experienced a significant data breach in 2018? Probably not - because of the airline's swift and transparent crisis communication plan, which mitigated damage and maintained customer trust.

Every business should identify the key personnel responsible for managing these sudden crises. Nobody should write the plan as the ship is sinking - it's better to have your lifejackets at the ready, with a rescue team on standby. Better yet to look ahead for icebergs.

In 2020 we all became reluctant remote workers, and Zoom simply couldn’t handle the new influx of users causing widespread security issues. The CEO quickly addressed the challenges using social listening to establish a clear 90-day plan widely communicated to customers. Users felt heard, and trust was renewed in Zoom during a critical growth period.

Developing key messages to communicate with stakeholders during a crisis is key. Anticipate potential questions and prepare clear, concise, and consistent responses.

Turning fiascos into finesse

Social media platforms have become a powerful tool for both crisis management and reputation building. The hilarious, yet chaotic, KFC chicken shortage is a prime example. With a witty post featuring an empty bucket that read “FCK”, KFC turned the fiasco into a masterclass in crisis management, proving that even in a ‘cluck-up,’ humour and transparency can save the day.

When using social media, and influencers in particular, always verify information before posting, maintain a consistent voice, and respond to comments with professionalism. Whatever you do, don't feed the trolls - unless you're serving them a healthy dose of facts to steal their thunder.

Remember, communications in a crisis are not just about damage control; they are about managing your organisation's reputation in the face of adversity. In between crises, proactivity is your secret weapon - scan for issues, train the comms team, and listen to customer complaints. You’re not just preparing for the next storm, you’re building a more resilient, credible organisation.