Crisis communication strategy and spokesperson selection for GCCPL

¶ … crisis communication policy and strategy for GCCPL

In personal and in professional life, often times it's not the contents of the crisis which matter so much, but they way in which the professionals who are in charge of it handle the particular crisis. Thus, it's not the scandal or the catastrophe which matters so much, but the method in which the scandal or catastrophe is responded to. The response is what showcases the level of integrity and professionalism inherent (or lacking) within a particular organization.

Respond Immediately

An immediate response is what is expected of everyone. Given the speed at which information is conveyed and disseminated this day and age that is the minimum expectation for all parties involved. However, not responding quickly enough also presents a formidable danger as well. "If a company does not respond rapidly, that weakness will also be spread rapidly and will be dissected again and again" (Pomerenke, 1998).

Take Responsibility When Appropriate

The public can see right through a corporation which simply points fingers and attacks others. The public can see right through a company which gets overly defensive and hostile, trying to shift blame. View every crisis as an opportunity to achieve something greater. Use the crisis as a means for showing the fact that your corporate entity of GCCPL can in fact be held accountable for their actions in a lasting and meaningful manner.

Respond with Honesty

The general public can see right through a company which tries to cover up a crisis with more lies. A period of crisis is without a doubt a time when the company will be scrutinized even more. Any deceptions or half-truths will be pounced upon and will be used to discredit the company's reputation even more. Thus, sticking to the facts and presenting them to the public in the gentlest and most responsive manner is the best protocol.

Select the Proper Channels of Communication

"How crisis messages are communicated through various communication channels also influences stakeholders' perceptions of the organization's credibility during times of crisis. Selecting proper channels can resolve problems of ambiguity and consistency of messages as well as protect an organization's reputation" (Vielhaber & Waltman, 2008). Thus, using immediate and accessible online sources of communication with the general public and all relevant parties is absolutely essential for this process: website updates, twitter and facebook updates along with informational Youtube videos are all steps in the right direction. Because information today is available in such an instantaneous manner, the general public expects corporate entities to take advantage of their ability to disseminate information quickly and effectively.

Conclusion

Each crisis should be viewed as an opportunity to renew the faith of the general public in a particular company. A crisis should be viewed as a chance to show the integrity of the company, not a chance to hide behind lies and trickery or to shirk responsibility. Selecting clear communication, honesty, and a proper spokesperson while engaging in the proper communicative tools will help a given company emerge from the worst of scandals.