All companies should be prepared to address critics and crises. Studies
of previous crises have proven vital in creating crisis management strategies. Public-facing
crises are few and far between – when they do arise they can do incalculable
damage to a reputation that's taken years to build. And in cases like these,
the strength of a crisis
communications response can make or break a company. Every company should
have procedures for dealing with issues such as customer service complaints,
product or service problems, ex-employee frustrations and any backlash
regarding sensitive industry issues. It is designed to protect and defend an
individual, company, or organization that’s facing the public challenge to its
reputation.
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