When the public thinks a company is evasive in crisis, trust is lost and brand reputation becomes damaged. Often, the impact on brands is far less negative if managers are candid about troubles.
(PRWEB) June 30, 2014
Car recalls by GM offer the latest example of a major company mishandling crisis PR in the early stages of difficulty, said Brian Dobson of DobsonPR.com, who offered CrisisPR Tips for companies to prepare for brand crisis.
“Companies focus on building and promoting brand values but not enough, including giants such as GM, are set to protect and defend brands when crisis hits. GM is an example of mishandling crisis and image PR during what seems a decade of postponing actions now resulting in a series of recalls eroding consumer trust,” said the CrisisPR expert.
"The auto giant joins GM's rival Toyota, oil company BP and investment banker Goldman Sachs among examples of world class companies mishandling PR in early stages of a crisis," Dobson said.
"Preparing for crisis identifies looming problems that can be corrected or mitigated before they cause major trouble," said Dobson, a former journalist who also headed public relations at a Fortune 50 consumer products company before forming DobsonPR.com.
“Openly, clearly and consistently communicating is vital for GM to minimize further damage and rebuild its reputation,” said Dobson, who was interviewed often by media during the BP oil spill crisis PR.
"When the public thinks a company is evasive in crisis, trust is lost and brand reputation becomes damaged. Often, the impact on brands is far less negative if managers are candid about troubles," said Dobson as he offered five tips for companies to prepare for crisis:
1. Form a Crisis Committee of top officers and PR consultant and give them authority to act.
2. Prepare questions and answers covering the full range of possibilities that might develop to identify and fix before they grow.
3. Control and participate in early news coverage. Act swiftly and effectively if crisis hits and be ready with updates and answers for consumers, media, regulatory agencies, employees, suppliers, distributors and retailers.
4. Keep updated lists of media, police and emergency, state and federal regulators, suppliers, distributors and retailers.
5. Communicate clearly, concisely and consistently in carefully crafted messages with CEO and PR professional doing all interviews.
Dobson, a PR executive who has managed CrisisPR in a variety of product categories, has discussed Crisis PR in many media interviews, including CNN, New York Post, and National Public Radio among various media from TV, radio, newspapers to magazines and internet news sites.
Dobson Communications, based in Ridgefield, CT, and online at http://www.DobsonPR.com, is a full service public relations firm. For information about DobsonPR.com contact Barbara Dobson at 203-894-9240 or BD (at) DobsonPR (dot) com.