Five Lessons I Learned from Experience as a Communications Manager During Times of Turbulence

As a communications and PR manager, I’ve witnessed various disruptions—from complete crises to emerging issues and risks in their pre-crisis modes. Whether it’s a large corporation or a start-up, companies face a critical choice during these turbulent times: should they be proactive or reactive?

Here are five key lessons I’ve learned along the way:

In a crisis, be alert, fast, and transparent

Speed and transparency are crucial. The faster you respond with clear and honest communication, the more control you maintain over the narrative. When communication is owed and not done, people will tend to the void with other stories/narratives. In summary, a delayed or vague response can worsen the situation, leading to lost trust and credibility. 

Every crisis entails an opportunity within! 

As per the Chinese proverb: “A crisis is an opportunity riding a dangerous wind”! 

While crises are challenging, they can also present opportunities. From process enhancement, and operations optimization to redefining corporate values and strengthening relationships, a well-managed crisis communication can result in positive changes, boost credibility, and enhance the corporate/brand positioning. 

Follow the triple Cs approach to communication

Effective crisis communication focuses on the Triple C’s approach:

• Show Concern: Empathy is key. Acknowledge the issue, show how the company cares, and express compassion. 
• Be in Control: Demonstrate that the situation is being professionally handled. Be transparent about the actions the company is undertaking to solve the issue.  
• Consistently Communicate: Maintain open lines of communication, provide consistent updates, and remember to “own the message before someone else does”! 

Be prepared through an issue management manual

Preparation is half the battle and can save you the hassle of “communication turmoil”. An issue management manual equips your company to handle about 60% of crises with pre-developed key messages, stakeholder mapping, and engagement strategies. By proactively identifying and addressing potential risks within business operations, you can prevent many crises before they arise, especially if the manual is prepared not in isolation of the rest of the company’s department, to make sure operational bugs are discovered ahead of time and are handled before they create any turbulences. 

Choose how to react: Freeze, fight, or fly! 

Companies generally have three choices when faced with a crisis:

• Freeze: Maintain the status quo, especially if the situation is under control or the company isn’t directly involved.
• Fight: Although not often recommended as a first choice, confronting the issue head-on is sometimes the only option. 
• Fly: Transform the crisis into an opportunity. Pivot and use the situation to your advantage, finding opportunities for growth or improvement.

A deeper eye on operational risk management (ORM)

Navigating internal and external events is crucial for success in today’s complex business environment. Operational Risk Management (ORM) is becoming a vital strategic methodology for identifying, mitigating, and addressing risks within business operations ahead of time and before they evolve into a communication crisis. 

Investopedia explains that operational risk is “the uncertainties and hazards a company faces when conducting its daily activities.”  

There are four primary sources for operational risks: 

• People: Human errors, misconduct, and reputation hazards can all lead to significant risks. Organizations often say, “People come first.” Well, it is not as different in crisis or operational risk management; people can also be a source of vulnerability! 
• Processes: Outdated or inefficient processes can also be a source of risk and might lead to potential disruptions. Thus, consistently monitoring and assessing the company’s processes is crucial to identifying potential risks beforehand. This might include health and safety measures, training systems, HR policies, and procedures. 
• Systems: Technological failures or cyber-attacks can disrupt operations and compromise data security, leading to severe financial and reputational losses. 
• External Events: Natural disasters, geopolitical issues, or regulatory changes can impact business continuity and must be factored into ORM strategies. 

By being prepared through issue management and understanding the operational risks, companies can better navigate crises, turning potential disasters into opportunities for growth and operational enhancements.