The Rules of Crisis Relations Remain In Place, Despite The Breadth and Volume of Online Channels

LONDON, November 1, 2010 - The rules of crisis communications or crisis management (
www.punchcomms.com/crisis-planning/) should remain exactly the same
irrespective of whether the news is breaking via traditional media or, as is
now far more likely, via social media and other online channels, according to
PR, search and social media agency (
www.punchcomms.com/social-media-agency.html) Punch Communications.

With brands' crises now more widely publicised and acknowledged than ever
before, the subject of crisis management has become a regular subject amongst
digital marketers. However, with the exception of the enhanced access of
individuals to be able to directly contact a brand, which does require
careful management, other aspects remain unchanged.

A classic crisis plan should feature a number of basic components. The
key decision makers should be identified - preferably in advance but, as this
is often not possible when a plan is not in place prior to a crisis
occurring, then at the outset of the planning process.

Commentators should be kept to a bare minimum - with one single
commentator the ideal scenario. This ensures consistency of message and
approach - however, depending on the scale of the crisis, may take a
significant toll on the individual if there is a requirement to be available
24 hours per day for several days at a time.

Finally, all potential touch points with an organisation need to be
briefed on the process, ensuring that the receptionist, or a member of staff
based away from company premises, direct all enquiries in the same direction.

Pete Goold, MD and founder of Punch Communications, commented:
"Ultimately responsiveness, courtesy and transparency are key during a
crisis. Speed of reaction can be as much of a factor in determining the
resulting media response, both on and offline and the reaction itself, which
is something that many companies simply are not able to understand or adhere
to, often due to their bureaucratic nature at other times.

"Social media has certainly changed the game in terms of customer access
to a business, which is a massive issue during a crisis. However, accepting
that not every question can be answered on a one-to-one basis, the
traditional rules still apply in all other regards. It's essential to remain
level-headed and to manage the flow of information in both directions,
ensuring that the media is fed with as much information as is possible to
deliver, whilst the crisis is managed optimally in terms of outcome for the
client."

For more information, please contact Punch for an informal chat on
01858-411600. Punch is currently hiring, with a number of PR, search and
social media jobs (www.punchcomms.com/social-media-jobs.html)
available.

    Pete Goold
    info@punchcomms.com
    +44(0)1858-411-600

Pete Goold, info at punchcomms.com, +44(0)1858-411-600