Crisis communication is a company's managed response to an event that damages its reputation – from a failure towards a customer, through a data leak, to an employee statement that spreads across social media. Speed and consistency are decisive. The first response should come within hours, not days, and even if you do not yet have all the facts, confirm that you are aware of the situation and are investigating it. Deleting comments and staying silent will reliably make the situation worse, because they create room for others' interpretation. Preparation can be done in advance: designate one person authorised to communicate, keep a contact list including a lawyer, have draft statements ready for the most likely scenarios, and a clear rule that employees do not respond to media enquiries on their own. Once the crisis has passed, communicate what you have changed so it does not happen again.
Source: rpr.sk
See also: Online review management, Digital Assets of a Company, Collaboration with an influencer.
