Jim James breaks down crisis management into three phases: stop the bleeding by containing customer and staff loss, realign stakeholders with pre-crisis goals, then rebuild confidence. PR's job is communicating stability so the organization doesn't panic.
Hello, my name is Jim James and welcome to the EastWest PR FAQ. Today we are going to address this issue which came up actually from one of our Weibo audience. He said, how does an agency handle a PR crisis for their clients? Actually, it is a huge, huge topic. And we are only going to just handle a small amount of it, but the general theory that I have about PR in a crisis is that it is really about business continuity. A crisis for a company or a country or an organisation, it shatters people's confidence in that organisation. So what we really are trying to do at the beginning, as if it was a patient that had had an accident, We try to stop the bleeding. There may be customers leaving, there may be people leaving, for example, in the case of an explosion or an earthquake. So how do we stop that organization bleeding the resources, the confidence, and the people that keep it sustained? The second aspect really is we're going to try and get everybody aligned again With where the organization or the country or the company was trying to get to before this crisis happened. So we try and stop the bleeding, and then we try and get everyone to remember where it was, it was heading at the time the crisis happened, and say, hey, we've had a crisis, but we still have a plan, and get everybody to stop being in a panic and moving forward again. Now, Obviously, after a crisis, we've stopped the bleeding, we've got people to start thinking ahead again. What we're really doing now is rebuilding. So crisis management is about getting the organisation to start to rebuild the confidence and start to get back the factors that it needs to get back to the state that it was in before the crisis happened. Crisis management is a very large topic, but in principle it is about rebuilding, getting back to where we were before so that we can move on and start to accomplish those objectives that we always had. So PR can play a vital, vital role in any crisis. So I hope that answers that particular question on PR in a crisis, even if in a limited way. If you have got any questions, do feel free to send them to our website. or onto our Weibo or our Twitter, so @EastWestPR. Thank you very much. I look forward to receiving your question. Thank you.
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