Having a good reputation is one of the most important things for a company to uphold. When a company’s reputation is tarnished, consumers lose trust in the company. This is concerning because without trust, consumers will no longer want to be a part of a company or buy from or invest in the business. A way reputation in a company becomes flawed is when a crisis occurs. A crisis is an unfortunate event that results in negative media attention which leads to decline in sales. Because crises are bound to happen sometime in the life span of a company, it is important to have a strategy in dealing with it. This is why crisis communication is a very important job in a company and should be taken seriously.

The crisis communicator’s main job is to react and respond to the problem as soon as possible. The person needs to put together a crisis communication plan with a team of people to put forth the plan. An article from Howstuffworks by Dave Roos titled How Crisis Communication Plans Work, goes through the steps of what to do before, during and after a company crisis. Roos says that companies need to ‘tell it all and tell it fast’ to their customers. Nothing is worse than when a company lies or misleads their customers by not telling the whole truth of when a disaster occurs. Roos goes on to say that the next step should be to put out a press release stating what exactly happened and what the company is doing to fix it.

During a crisis, a company should be the one to try to control the message that goes out to the public. Holding a press conference and then blogging with customers is a way to start this.

A company that had a crisis back in July was Whole Foods. There were mouse droppings and a dead mouse found in one of the food stores in Chicago. When the store temporarily closed and word got out to the public of what happened, Whole Foods was slow to react. The company did not handle their crisis in a smart way. There was no immediate communication with their consumers and therefore people were upset. The video below talks more about the Whole Foods incident and what the company did wrong in dealing with their crisis.

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