A lifeguard watching over a pool.
Tragically, Long Island beaches have experienced a number of rip currents this summer that have led to drownings. Rip currents drag swimmers out into deep water. Swimmers then drown as they become exhausted fighting to swim back to shore. Even non-swimmers can get swept away by a rip current when standing in shallow water. Rip currents, rip tides and undertows are powerful forces of the sea that are difficult for even the most experienced swimmers to contend with. To escape the rip, the person must swim parallel to shore and NEVER swim against the current.
Unfortunately, swimmers panic and tire out in a short period of time and/or they may not know what to do in this type of situation. As a former lifeguard, I know the challenges and pressures a lifeguard faces when watching water conditions. Lifeguards use their eagle eyes to look out for the safety of swimmers. I never was a lifeguard at an ocean beach – only at pools and lakes – but I had to come to the aid of close to 50 swimmers in just two summers.
Jumping into the ocean when lifeguards are not on duty is a risk, one that no one should ever take. The same is true for your brand. When you open your business and jump into marketing and promotion, once you put just one foot into the water you are exposed to threats and risks to your business, which could consist of angry customer reviews or comments on social media, negative word of mouth comments about your business or a product or a poor review in the media.
There are many ways a brand or business can get in trouble. Some problems are completely out of the control of the business owner or management: a fire, an unwarranted lawsuit, theft by an employee, an extended power outage or a computer virus. Any of these can cause a major disruption in business and will quickly have a negative impact on a brand.
Every business must have a crisis plan in place for the day when something unexpected happens. The crisis plan, like an insurance policy, will provide you with a process for reacting to the problem at hand. The plan is only part of your response. You also need a “lifeguard,” somebody who can help keep you away from danger and step in when something bad happens. In fact, you need more than one lifeguard to make up an effective support team.
Your professional business team.
Your business lifeguard team must be comprised of the following professionals:
Reputation Monitor
We live in the digital age and social media is a key part of marketing and branding. A crisis for any business can start online or in the cyber world. Negative reviews, comments and articles can damage a brand or business. Failure to know that your brand is under attack is unacceptable. It’s imperative that you or your team monitor your brand online. If you don’t have the time or lack experience, have your digital marketing firm monitor and report to you regularly about your online reputation. They should also have a plan ready should your brand come under attack online or in the real world.
We regularly monitor online news, social media sites and websites to make sure that nothing negative is being said about our clients’ companies, their products, their services, their staff, or owners/management. Online reputations must be monitored and if there is a need to address an issue, it must be done in the right way. Negative reviews, comments or even videos can damage a company’s ability to attract and keep business.
Crisis Communication Expert / Public Relations – Media Relations Expert
If a crisis situation impacts customers, business or a community, it is likely to become of interest to the media. Negative press can lead to loss of business, clients questioning their relationship with you and damage to your brand (personal or business). Having a communications plan and a crisis communications expert available to you is important. At Corbett Public Relations we work with clients on Long Island and across the nation to establish a procedure to follow during a crisis. We see ourselves as professionals who are promoters and protectors of brands. Reacting to a crisis situation in the media takes thought and consideration. Every incident is different and those with decades of experience, such as the individuals on my team, know how to manage communications in all kinds of situations. At a minimum the owner of a business should consult with a firm and have a plan for managing a crisis and know who to call if the situation escalates. Would you know what to do if the media calls or shows up with cameras at your office? If you don’t, you need a plan today and the help of a crisis communications expert.
Attorneys
Your attorneys protect you before, during and after an incident. Make sure to consult with them and discuss potential risks and know how to get in touch with them during nights and weekends should a crisis situation occur. Discuss your concerns with your attorneys so you know that they are prepared to handle the types of situations that could possible occur. Attorneys have different types of practices so make sure your attorney is experienced in handling crisis situations.
Accountant/CPA
Crisis situations can come from many directions. Bankruptcy, fraud, ID theft, tax issues and other financial issues require the assistance of accountants. Your accountant should act proactively to warn you about issues and potential problems that could occur from their perspective. Your accountants will also be part of your team to provide reports and financial information should you need to defend your business and brand in court or with authorities.
Insurance Professionals
Everyone and every business has insurance. In addition to knowing the coverage that your policies provide, it is critical that you also know and trust your insurance agent and local broker. These are the people who will fight for you if and when a crisis occurs.
Depending on the company that the policy is purchased from and the kind of policy, there are many details that you will need to know. Having a good relationship with your broker will help. We saw this play out on Long Island after Super Storm Sandy in 2012. Thousands of people and businesses were impacted by flooding and extended power outages. Local insurance professionals played an important part in helping clients submit property claims and get the funds they needed to rebuild and survive. Insurance companies will also assign attorneys to defend clients following incidents. Remember to look at this part of your policy to get an understanding of how it works and get the name of the firm that could potentially be defending you.
Often crisis situations occur without warning. Trying to manage them as they happen is a challenge. Take the time in advance to create a plan, put together a list of the critical actions that need to be taken and be sure that you have all necessary contact information at your fingertips. Keep copies of your plan at the office, at your home and in a place that is accessible online at all times.
Lifeguards are on duty to protect as well as to jump-in to save a swimmer in an emergency. Every business needs to have a team of “lifeguards” watching out for the management and the brand. The swimmer (the business owner or management) must also know what to do in case of a crisis and certainly never take risks when the lifeguards are not on duty.
By Bill Corbett
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