GLOBAL SUPERSTAR JENNIFER LOPEZ TO GIVE A SPECIAL PERFORMANCE AT THE 2018 BILLBOARD LATIN MUSIC AWARDS LIVE ON TELEMUNDO APRIL 26 AT 7PM/6C
By Claudia Santa Cruz
I have worked close to 30 award shows in my career, prestigious events such as the Billboard Latin Music Awards, Premios Tu Mundo and the Latin American Music Awards, that broadcast live and air not only in the U.S. through TELEMUNDO, but also all over Latin America. A lot of eyes are on these shows, which is why, except for a few minor incidents, I’m pleased that we have not had to deal with a major crisis.
In the world of Public Relations, we have a saying that “you’re only as good as your last crisis.” This may seem harsh, and probably explains one of the reasons why we are continuously included in the Forbes list of Most Stressful Jobs. However, it is something that I think about constantly, because as grateful as I am that we haven’t had a major crisis at our events, there are no guarantees that it couldn’t happen in the future.
The reality is that as successful as our campaigns may be, it can take one major crisis to take the attention away from all our accomplishments and make them seem minimal in comparison. What’s more, a crisis doesn’t discriminate. It can affect any industry and any size of business. No one can be shielded from a crisis, and if you feel that you’d rather save your budget and spend it on something else, think again. Thousands and sometimes millions of dollars have been spent on damage control and rebuilding an image. This is not an area where you want to save, particularly in this digital day and age when negative PR can go around the world at virtually the speed of light.
It is critical therefore to be prepared with a strong crisis plan, that will assist in managing every possible negative scenario. Following are seven basic steps in Crisis Communication:
- Foresee a Crisis – Don’t wait until a crisis is upon you to react. The best way to deal with a crisis is to plan for it way in advance. Outline all the different scenarios of what could potentially happen so that you can develop a communications plan accordingly.
- Identify a Crisis Team – The Crisis Team is the group of individuals that need to analyze the crisis, manage the crisis, and those that communicate it to internal and external audiences. How well this is done will have a profound impact on the organization’s reputation.
- Identify the Spokespersons – Most people think that the CEO is the best spokesperson for a crisis, but that is not always the case. In an ideal scenario, there should be three spokespeople. Initially it’s the P.R. spokesperson providing the first information that’s available. Then the main spokesperson should be the one that is closest to the issue. Whether it’s the VP of Security or top Engineer, it should be whoever would be most familiar with the crisis itself and who can provide more detailed information. Once the crisis is over, then it’s a good time for the CEO to address the public/media. If you include the CEO at the beginning, you may be sending a message that the crisis is more serious than it might be.
- Prepare Statements in Advance – Don’t wait until a crisis is upon you to begin drafting these statements. These should not only be drafted in advance, but should also be approved in advance. Companies have large bureaucracies, and you don’t want to be waiting for approval as a crisis unfolds.
- Monitor coverage and assess crisis – Once a crisis takes place, the Crisis Team meets, so that the event can be assessed and understood; and media needs to be monitored to see what may already have been broadcasted or published (whether in press or social media).
- Respond in a timely manner and start at the source – The best way to contain a crisis that has already reached a media outlet or social media is to go to the source. If the first bit of information was “leaked” through Twitter, then that’s where your crisis management should start. Respond to that information and then lead them to your site so that it is your message they begin to follow rather than anyone else’s. In addition, your first statement, and containment at the source if the information has gone out, has to happen within the first couple of hours. Press needs to get the story out and will either use your statement, or they will seek bystanders or third parties for information. Remember that everyone has cell phones that can take pictures and video, and if press doesn’t get information from you, that is what they will use. Make sure your organization is the main voice for all vital information, and not anyone else.
- Never speculate – Media will try to get you to speculate, because in the absence of information they need to include something in their story; however, don’t let them take you down that path. Only provide information that has been confirmed.
Dealing with a crisis can be challenging, but in the words of this previous Girl Scout, “Be Prepared!”
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