Issues and Crisis Management in Today’s World

 

2020 As a Template

    This year began with a number hurdles. The COVID-19 Pandemic brought about a lot of change for everyone. We were forced to alter the day to day routine that we had grown accustomed to and had taken for granted. This year also unearthed a number of crises for many organizations. The example that stuck closely with me was that of the long-term care homes. The lack of funding, staff, equipment, and cleanliness exposed a fundamental issue for many of us. The pandemic brought crises for many organizations. This year was also a good year for progression, with the Black Lives Matter movement bringing us together for positive change. Many organizations saw an opportunity to show support and solidarity, offering goods, services, and donations in order to show support. Some organizations made poor decisions. The examples provided in these links exhibit the missteps of these organizations. They, in turn, created more harm in a time when they could have utilized a progressive movement to show support and unity. Sometimes it is not a case of underfunding, as with long-term care facilities, it is about misguided decisions. I learned that an organization can create its own issues, regardless of practitioner advice.

Examples   Lush    Here in Canada 

                                                                                                                                                       

 Individual Consequences

           When I first started the Public Relations program, I was unaware of the multitude of possibilities that I could pursue in my career. One that always interested me was managing individuals. To be a PR representative for a celebrity or icon would be many people’s dream. I had always found the challenge of managing an issue or crisis intriguing. It allows you to test your skills and resources as a communicator, taking into account all the variables at play in a situation. When I saw my favorite MMA fighter had posted a picture with Donald Trump, I was hurt and disappointed. It was also the fact that he had praised this individual when the world had witnessed the numerous shocking things this person had said and done. This one small action had massive consequences. What did this say about him as a person, his values, his ethics, his beliefs?

 As a result, my favorite contender had lost not just me as a fan, but hundreds of thousands. His Instagram page was saturated with disappointment and shame. A situation like this made me realize that an individual is no easier to manage. I had always thought that their status would bring acceptance from most, regardless of their political affiliations. Public Relations has taught me that you cannot control an individual. They are autonomous and will do as they see fit. The challenge becomes that much more intriguing to me, knowing that this person does not have a policy or code of conduct to refer to when an issue arises. The public will feel as they do, and it is on me to assess the situation, apply best practices, and learn from it. Managing any issue or crisis will vary whether for an organization or an individual.

 

The Multi-Faceted Battle

    This program has taught me the importance of keeping up with all aspects of your organization. It is more than shareholder opinion and stock value. In the age of social media there is now a vast array of fronts to manage for any crisis or issue. It is not just about responding to the right audience in the right channel. It is about actively listening and facilitating two-way communication. I always believed that you could apologize, voice the steps you are taking to restore trust, and display an effort to improve. Social media shows us that as practitioners, we can get ahead of a situation before it arises before you are left to put out the fire. Twitter, Facebook, YouTube, Instagram, Blogs- these are the fronts the practitioner needs to engage with constantly. One platform may need more engagement, and others may need less, but all platforms require constant monitoring.

 When a crisis or issue arises, you can either fear each platform when there is hostility towards your organization, or you can have a contingent plan ready from keeping up with the rising issue or crisis. Public Relations is more than just apologies, it is listening. The battle can be fought on many fronts, and the audience can be engaged with- controlling some of the damage. I have also learned that not every issue is a major one. This concept helped me to better understand the scale of any situation, and when and how to act. This changed my perception of identifying the issue. It is encouraging to know that you will not always receive a negative or hostile reaction if you choose not to address an issue after assessing it. Assessment, I learned, can dictate the response. This has increased my sense of professional value as a future practitioner and communicator. There is only so much that can be done to maintain an organization’s reputation. This provided me with a more defined understanding that not every leak will sink you.

 

Leave No Stone Left ‘Unheard’

     This program has taught me that it is essential to listen to all audiences. There seems to be so much to monitor in the modern age of social media and expanding platform use. As modern communicators and PR professionals, this environment will only breed strong practitioners. I have learned the value of listening to all sources. I understand the level playing field of managing any issue or crisis whether it is a national organization, or an individual. There is no easy choice. Crises and issues will arise as they always do. The fundamental resource I take away from this experience, so far, is what I call ‘leaving no stone left
unheard’. This means treating every voice and channel as equal in terms of risk. An issue may begin small and build to a crisis. A crisis may arise from many issues at once. As a future practitioner, I don’t look at a career in issues and crisis management with the same anxiety I once did. I however, have become more aware of the challenges it offers, and I look forward to the challenge.