A crisis is any situation that’s threatening or could threaten to harm people or property, seriously interrupt business or damage reputation. Every organization is vulnerable to crises. Therefore, crisis management is critical in preserving the positive perception of a brand and protecting the business interests that may be damaged in the long term, short term, or both, by an unexpected crisis. Top-notch crisis communication strategies can greatly improve a client’s ability to plan for, respond to, and recover from a wide variety of crisis situations.
Domus’ approach to crisis management is strategic and disciplined, yet flexible enough to deal with any crisis; we plan for both the expected and unexpected alike. This approach includes five key strategies:
Domus specialists extensively research the client’s industry, then analyze key vulnerabilities, quantify and prioritize the risks, and outline steps to mitigate those risks.
When a crisis occurs, Domus takes action swiftly and works with the client to assert control over the message and events. This includes creation of an on-site “War Room” that acts as a command center to address the crisis as it unfolds. Experts with decades of crisis management experience are on site with our clients throughout the crisis situation.
Immediate Damage Assessment
Domus prepares the tools to manage the situation, including a Crisis Outlook Grid, which states the current situation, and presents all possible scenarios. The grid is constantly updated and outlines formal action with the media, interpersonal action with the community, and details next steps for each scenario. Accompanying the grid are shell statements that contain basic details that are easily customized when a crisis occurs.
Media Monitoring and Inquiry Management
Domus monitors all broadcast and print coverage, as well as fields all media calls to analyze and process their requests while key decisions are made with our strategists and our client’s decision-makers.
Rebuilding and Repairing by Refocusing
When we have controlled the immediate crisis, Domus will begin to rebuild relationships by shifting the public’s focus back to the positive aspects of the brand. The Domus team works with clients to rebuild the potentially damaged relationships with the public, media, community, or even their own employees and associates.
While overwhelming and stressful, a crisis situation can be contained – and public opinion restored – when it is handled properly from the start.