Carpe Diem! Even When Rome Is Falling Down Around You
A crisis situation is not always the best platform for creating good public relations for your company.
However, if the opportunity exists to seize the moment…don’t hesitate to take it.
Whether you are faced with a natural disaster or perhaps a man-made one, it is in your best interest to try and find the silver lining and position yourself as one of the “good guys” in your community.Finding ways to help during a crisis such as establishing your location as a drop-off for non-perishable food and clothing items is one way to garner attention, especially if you are conveniently located within your community and you are seen as a credible resource.
Going a step further with your scope of services may also drive traffic to your company and build brand awareness. For example, one client offered health care for those with mental and physical disabilities who had been displaced by a wildfire that forced citizens to evacuate their homes. Because this client’s centers are designed to provide care for the elderly and disabled, it was a natural fit to provide this service in a time of need.
Other public relations opportunities in a crisis may include serving as a thought leader and a reputable spokesperson for a particular industry that is inherently related to the crisis, such as an Economics professor discussing a stock market crash or an executive director from the Humane Society addressing what to do with animals in the case of an evacuation.
Many times, the media is looking for that expert to tie into a story and offer advice as well as newsworthy commentary for the community. Establishing a relationship with your local media prior to such crisis situations is helpful for making sure they take your call and your legitimate offer to help.
Recognizing the hero in your company may also be a way to make the most of a crisis situation. If you have staff, clients or executives who have gone beyond the call of duty to help in a disaster or serve in role outside their normal profession or workplace, providing this information to the media may result in a story that mentions your company and ties you to their goodwill.
The possibilities are endless depending on the situation, but being able to think quickly and make the appropriate contacts with the media will assure that your company is seen as a community partner and one that is truly committed to the welfare of its citizens.
