Trust the experts!
If the issue is escalating beyond your ability and control:
· Get professional – your manager, publicist and even lawyer needs to be immediately alerted, to determine whether the matter warrants further legal and or professional guidance.
· Hand over all the evidence - everything you've recorded, captured and screen shot needs to be sent to your professional team for their analysis and recommendations.
· Embrace their feedback, no matter how painful - Don't be afraid to ask your team what YOU could have done better as the brand leader.
Welcome their feedback and get out of your own way in doing whatever it takes to mend the situation.
If the crisis is widespread and involves a company, employees and customers, consider creating additional avenues for employees and/or customers to confidentially raise their concerns and provide feedback.
· Conduct an independent culture review – a recent corporate crisis in Australia led to an external culture specialist conducting a "listening tour" in each of the brand's markets, followed by a series of transformation recommendations following their review.
It's a bold move that can help cement and / or restore the brand's reputation, simply because you listened.
· Review your policies and procedures - to address any misconceptions and/or to add any new policies to protect you and the brand in future.
· Retrain yourself and your staff on the identified pain points e.g. sensitivity training, crisis management, customer service, etc.
· If the crisis involves a wounded party crying for your blood OR has the makings of a painful court case, consider the following:
1. Go directly and privately to your adversary/accuser to discuss the problem.
2. If that doesn’t work, try mediation or alternative dispute resolutions processes.
3. If you can’t settle your differences with mediation, the last resort is to take it to court. If you’re considering a lawsuit, here are some practical questions to ask as you decide on a course of action:
• Have you exhausted all other options for reconciling the matter?
• Have you sought wise, independent counsel?
• Rather than seeking vengeance or personal gain, are your motives pure and honourable? Are you solely looking to uphold justice and to protect your legal rights?
• Are you being completely honest? Are you making any deceptive claims or defences?
• Will your course of action reflect negatively on your brand, business, reputation and character?
• Is it worth it?
Think on it.
Please note the above does NOT constitute professional legal advice. Please speak to your PR and legal team to receive the best possible and most relevant advice.
