June 27, 2015
/ by Katie Gaab
Once you take control of a crisis and find operations returning back to normal, you may feel tempted to sit back and celebrate your plan’s success.
But don’t take your eye off the horizon when the storm moves on to wreak havoc elsewhere! A post-crisis plan is just as essential as a pre- or mid-crisis plan.
Follow these four steps to identify what worked, establish what needs improvement and prepare your crisis communication team should your brand end up in a similar situation in the future.
When your brand improves operations, make sure you inform the public of what you’ve done, especially if the move is a direct result of customer complaints. Don’t keep accomplishments locked up behind the scenes after a crisis hits. Further, if you follow through with your mid-crisis promises, you’ll be more likely to increase customer loyalty and engagement.
Data drives PR measurement. Executives and stakeholders want to know the post-crisis outcome on the brand’s revenue in numbers, not feelings. Don’t forget to plug the results into your crisis communication plan and your overall PR strategy as well.
Treat your crisis communication plan like a living, growing organism. Extend your plan’s lifespan by adjusting it each time a crisis strikes your brand. Update steps based on new strategies and industry best practices, then practice implementing those additional steps as you would pre-crisis with simulations.
Every time you make changes to your crisis communication plan, make sure each team member has not one, but two copies. As long as there’s technology, there will be glitches–print out a hard copy in addition to providing access to an electronic version of your revised plan. Keep everyone on the same page to prepare your brand for the next threat.
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Image: Andrew Kuznetsov (Creative Commons)
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