How Your Small Business Should Respond During a Crisis


    Everyone wants to avoid crisis at all costs, but despite our best efforts, we are bound to encounter it now and again.

    Our responses to crises big and small can make them better or worse, and the same is true in business. How you manage a crisis can determine whether it is brief and limited or far-reaching and catastrophic. These tips can help guide you through some of the crises your business might face, including natural disasters, public relations crises and cyberattacks.

    A common form of crisis for brands is when some sort of wrongdoing, either by an individual employee or as a result of some company policy, has been brought to light and now the company is on the hook for it. In these situations, it is best to assemble a crisis management team and begin hammering out a plan, if one doesn’t exist already, said Miné Salkin, a digital marketer for Absolute Marketing Solutions.

    “The crisis communications team should include all resources you may need to call upon in the case of a crisis. This typically includes the top decision-maker, your spokesperson or someone designated to speak to the media, division heads/upper management, and your legal expert,” Salkin said. “The team should also include anyone in charge of communication, including consultants.”

    When you’re managing a public relations crisis, Salkin added that it’s important to do the following as well:

    • Gather all the facts and share them with stakeholders in a crisis fact sheet.
    • Avoid making an evasive “no comment” statement; instead, explain that the company is still gathering all the facts and will soon make an official statement.
    • Take responsibility and be forthcoming. Never cover it up.
    • Apologize and establish a plan of action for preventing a similar future crisis.
    • Establish a post-crisis report to review the situation.

    Read more:


    Please enter your comment!
    Please enter your name here