'forewarned is forearmed'
It’s inevitable. We all fail. We all make mistakes. And we all get attacked when we least expect it.
Missteps and attacks on our self, soul and reputation, are part and parcel of being human, and especially so if you’re a leader or in the public spotlight.
Understanding how, where from and by whom your brand may potentially get attacked is a very key aspect of crisis management.
A risk analysis should be undertaken at least every 6 months or at the beginning of any campaign, PR, or event you or your brand is appearing in.
Key questions to ask yourself include:
· What kind of attacks can you or your brand anticipate? Keep it real. This is not the time to lie to yourself or to your business. List all the possible situations - that originate from a possible weakness in the brand, or a personal angle, both from within and without and put a preventative strategy to deal with each.
· Who is behind the attack? OR who might see whatever you're doing as a brand as a chance to attack?
· What's the form of the attack? OR what potential forms of attack can you anticipate?
· Is there truth to the attack? Is the attack legitimate? Is it worth the time to investigate?
· What’s the worst that can happen - could your actions / communications / messaging etc. be misinterpreted in any way or could they have the ability to cause offence and/or marginalise a segment of your audience?
Think of all the brands who put out a campaign only to retract it or recall entire product lines soon after launch due to public outcry at insensitive or thoughtless wording, phrasing, imagery or a product itself.
Create a list of all the worst case scenarios and map a strategy for each. Think about all the channels, messaging and communications you're designing and interrogate them carefully.
I would go so far as to have an independent and objective consultant review your materials and give you their feedback on how it could be improved or worded better.
Think on it.
