High-level executive managers and C-Suites within an organisation are usually those with the most power and those responsible for leading their business and motivating their employees. By their very nature, executives and C-suites are likely to be strong and confident communicators with excellent leadership skills. When facing a reputational crisis, that is addressed to them personally, many may feel qualified and agile minded enough to respond to the crisis personally without consulting others, but this is rarely the best course of action.
An executive will be an expert in their particular field, but that does not necessarily mean they have a full understanding of all the areas of their organisation. To respond to a crisis effectively, executives must take a holistic view. It is vital then, that there is a reputation management plan in place when an exec or C-suite individual faces a crisis. The response must reflect the company vision – not the vision of the individual involved who may well have their own agenda and drivers, despite their commitment to the organisation in which they work.
With the increasing presence of social media, it is now easier than ever for people to aim criticism at an individual within a firm. It is also easy for this to be shared online and for the number of people who see that criticism to grow rapidly. It could be a disgruntled customer or member of staff, a competitor or someone who has never had dealings with you but has seen you online and made a judgement, fair or otherwise.
In fact, 87% of executives rate reputation risk as more important than other strategic risks according to Deloitte’s 2014 Global Survey on Reputation Risk. Taking another scenario, if one of your execs has acted in bad faith and caused a crisis, having a credible person respond to that crisis and handle the aftermath in the correct way, is essential to maintaining credibility.
How quickly and effectively your organisation responds to a crisis will ultimately impact the long-term future of your organisation and will have a lasting impact on how you are judged personally. How you communicate with your stakeholders at this time must be carefully considered. Execs may be confident in their area of expertise but that does not mean they are experts in handling a crisis, especially if it is a rare event.
There are many steps you can take to prepare for a potential crisis involving an exec or C-Suite individual. and establish best practice. Define the roles and responsibilities of those within the business and establish best practice guidelines for when a crisis of this nature occurs. Who within the business will play a role in preparing a response? Although a quick response is essential, this should never be at the expense of preparing a thoughtful statement that will address the issue raised and resonate with stakeholders. Choosing the wrong words and actions in the immediate aftermath can escalate a crisis.
We can help you prepare an executive crisis management plan. Crisis management should not begin at the point a crisis occurs, it should be incorporated into your business plan. We can help you implement the right type of crisis management plan for your organisation and prepare potential spokespeople. If you are facing a crisis and haven’t got a plan in place, we can help you manage the crisis, from start to end. Fill in our contact form, or give us a call on 07881 772960.
