Although crisis management continues after the crisis is over, its focus must shift
During a crisis, all focus is on the problem at hand. The problem that some encounter, though, is that they continue to dwell on the situation after it has ended, rather than strengthening themselves, shoring up holes, and moving on. In a recent interview for Black Enterprise Magazine, Dawn Angelique Roberts, managing partner of KD Communications Group, gave some advice on how to do just that:
“Have a plan for when the crisis is over,” says Roberts. “Talk about what you/the company is doing now, what positive things you’re working on and have planned for the future. [If applicable,] talk about what you’re going to do to fix the incident or situation after the fact. Don’t concentrate on what just happened.”
Remember, crisis management, if done right, can actually result in organizations or individuals coming out stronger than they were before they landed in hot water. By taking the opportunity to not only apologize, but show stakeholders how you are ensuring there will not be such a crisis again, you build trust and a start a rapport that will ultimately strengthen your reputation.
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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc. , an international crisis management consultancy, and author of Keeping the Wolves at Bay – Media Training.]
Jonathan L. Bernstein, president of Bernstein Crisis Management, Inc. has more than 25 years of experience in all aspects of crisis management – crisis response, vulnerability assessment, planning, training and simulations.
Erik Bernstein is vice president of Bernstein Crisis Management. Erik started with BCM in 2009 as a writer and subsequently became social media manager for the consultancy itself as well as for a number of BCM clients before moving to the VP position.