The emergence of Covid-19 has further proven that you can’t pre-empt every potential PR crisis. As a cybersecurity PR agency, one of the consequences of this period that we’ve noticed has been the increased rate of security scams.
Towards the end of 2021, HSBC reported that there was a 25% rise in scammers who are deceiving their customers into disclosing their unique one time passwords (OTPs). As well as consistently informing their customers of what to look out for across their multi-channel comms, HSBC now have both a fraud and security centre and a constantly updated latest scam warnings page. This is a proactive approach which shows that they are abreast of the latest cybercrime developments that could affect their customer base.
Even the best marketing teams may be unprepared to respond to specific situations, if they’re outside of the company’s usual remit or field of expertise. With this in mind, there are times when you may need additional help from an experienced crisis comms specialist. Let’s take a look at some of these scenarios…
When should I engage a crisis comms specialist?
Personnel changes
If you undergo a big restructure or hire a new senior leader within the company, you may need to communicate this to the public. This is particularly important if your brand is well known, or you provide a service to the general public.
When hiring new personnel at a senior, or client-facing, level, you’ll need to update your clients, suppliers and, sometimes, even the media. It’s important to send out a positive message about why you’ve hired someone, the skills they bring, and how they’ll help drive the company forward.
Technology glitches
In a world where we’re all heavily reliant on technology, glitches are unavoidable. If you provide a digital service to your clients, it’s vital that you have a crisis comms strategy and plan prepared to react to any common technical issues that may affect your clients.
However, sometimes unexpected issues can crop up. For example, your servers may go down without warning. Or, a power outage may mean your clients don’t have access to your site for a period of time. Phishing attacks are common too and sometimes fraudsters may manage to hack into your customer database.
In the event of any data or technical glitch, you’ll need to respond swiftly. If you don’t have a customer services department, you may need to use your website or social media accounts to send out messages to your clients. The tone of this messaging needs to be just right – this can be more difficult than it may seem!
In certain cases, you may wish to consult an experienced tech PR agency to help you draft your reactive comms. Sometimes a technical issue can turn out to be a fantastic PR opportunity, if it’s handled correctly!
New policies
Covid-19 has felt like a moving feast for some time now. It seems as though we’ll adjust to a new set of rules, only to watch them change again. For companies, there’s been a big focus on safety, health and hygiene protocols, compliance and risk assessments.
Any new policies need to be communicated to your workforce, external clients and suppliers. New regulations and policies may become entrenched in your existing set of legislation and procedures. In these cases, you may need to conduct staff training or update your intranet or website with new information.
As always, it’s important to get the right tone of voice for any new policy information. You’ll need to avoid overwhelming your staff with lots of terminology and information, but it’s key that they understand any new changes and can implement them with confidence.
Remember that your employees are your company’s biggest asset, so it’s always worth giving them support and empathy if you bring in any new policies or procedures. They’ll need to understand why the policies are changing, how they’ll benefit the company, its staff or clients, and what they need to do to implement them.
Dealing with complaints
Social media can give a voice to your company, employees and customers. But, as it’s a public and very reactive channel, it can also create unforeseen issues for your brand.
If a disgruntled customer or ex-employee takes to your social media channels or tags you in angry or derogatory posts, this can severely damage your brand…if it’s not handled well. This may surprise you, but sometimes a complaint can actually prove to be a wonderful PR opportunity.
It takes a very specific skill set and tone of voice to achieve a positive PR opportunity from a complaint or bad review. So it’s worth consulting a PR crisis comms specialist to help you get the messaging just right.
About Origin Comms
The digital world is bursting with opportunities to generate press coverage for your brand. However, this plethora of PR opportunities means it’s pretty competitive out there!
Origin Comms is a reputable cybersecurity and tech PR agency. Our team has a wealth of experience and supports companies across multiple industries to craft and circulate messages at the right time, for the right audience.
Get in touch to find out how we can help you drive forward your PR roadmap, and boost your brand image across the diverse digital landscape.