Crisis can be viewed as a major occurrence with a potentially negative outcome affecting an organization, company, or industry, as well as its publics, products, or good name, characterized by; the surprise, high threat to important values, and the urgency in decision making that it brings.
Cynthia Martinez, director of global corporate communications at Royal Caribbean Cruises Ltd., picked up these five crisis management tactics from her experience managing the fallout after a fire broke out onboard the cruise ship, Grandeur of the Seas.
1.
Have a strategic, coordinated and
rehearsed social media plan. Established a three-pronged goal to
manage the crisis: Become the main source of information on the fire; provide a
steady stream of information and own the conversation and the visuals.
2. Communicate
within minutes and stay engaged. Speak first, speak clearly and speak
often.
3.
Communicate with a unified voice. Make sure
everyone in your company is equally equipped to become an ambassador.
4.
Control the visual. In addition to
pictures of the fire damage, Royal Caribbean also tweeted out pictures of its
president and CEO, Adam Goldstein, onboard the ship, assessing the damage and
meeting with guests. Major media outlets used those photos in their stories.
5.
Put a company face front and center. People speak
louder than logos.
Courtesy;
PR News
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