8 Most common mistakes in issue and crisis management

During my time in the dynamic world of public relations, particularly with the digital revolution sweeping through Asia, I’ve observed some critical errors that organisations frequently make during times of crisis. With the average person in this region spending about two hours daily on social media, the stakes are high. Managing a crisis is akin to walking a tightrope — balancing the need to protect a brand’s reputation with the imperative to address issues transparently, especially in an age rife with misinformation. Let’s dive into the eight most common pitfalls of issue and crisis management today, and how to steer clear of them.

1. Underestimating the power of social media Think twice before you rush to delete that critical comment on your social media page. In today's digital age, disregarding the formidable power of social media can be disastrous. These platforms are often the battlegrounds where reputations are either bolstered or broken. Actively participating in online discussions, swiftly countering misinformation, and using these channels for proactive communication are essential tactics for robust crisis management. Remember, all your stakeholders — supporters and detractors alike — expect to be heard; ignoring them can trigger intense backlash.

Cutting-edge monitoring tools, now enhanced with AI capabilities, can conduct sentiment analysis and deliver real-time alerts across popular networks like Facebook, Instagram, YouTube, TikTok, WeChat, Weibo, XiaoHongShu, and Douyin. Keeping your finger on the pulse is vital.

2. Taking too long to respond In crisis management, timing is everything. Being slow to respond can give off an impression of indifference or lack of preparedness. Often, corporate delays arise from extensive cross-departmental communication and drawn-out approval processes. These delays can be significantly reduced if a robust issue and crisis protocol is established in advance and rehearsed regularly, ensuring every department is prepared to act swiftly and effectively.

3. Misjudging the impact of the crisis Always keep your feet on the ground — never downplay the gravity of a crisis. Companies that focus too heavily on factual and regulatory aspects often overlook the human element, which resonates more deeply with the public. A balanced approach that acknowledges both logical and emotional responses is crucial. For instance, consider the backlash a company faced after wrongfully dismissing an employee based on unverified theft accusations. This example underscores the importance of empathy and truly understanding the scope of an issue.

4. Avoiding the media The media can be a powerful ally or a challenging adversary. Avoiding journalists or withholding information can lead to speculative and potentially damaging coverage. By engaging openly with the media, providing clear and accurate information, and maintaining transparency, you can help shape the narrative more favourably, ensuring that your perspective is included in media stories.

In recent years, journalists have increasingly turned to sourcing public opinions from online platforms, heightening the risk that misinformation and negative sentiments are overemphasized before your brand even has a chance to respond. Proactive engagement can help mitigate these risks, allowing you to influence how your story is told and ensuring a more balanced representation in the media.

5. Failing to show empathy Empathy is the cornerstone of effective crisis management. Responses that demonstrate genuine concern and understanding for those affected can soften negative perceptions and alleviate criticism. It’s essential for organisations to communicate not just the facts, but also their dedication to resolving the issue compassionately.

6. Shying away from taking responsibility When organisations deflect blame or fail to acknowledge their mistakes, they lose credibility and trust. Admitting faults and detailing steps taken to rectify issues and prevent future occurrences demonstrates leadership and accountability, which are crucial for restoring and maintaining stakeholder confidence.

For example, consider a company that discontinued its partnership with an outsourced small cleaning company immediately after an accident occurred. While this action might seem decisive, the negative blame could intensify if the company does not address the real issue of responsibility — how it plans to take a more active role in preventing such incidents in the future, rather than merely passing the blame. Effective crisis management involves showing a commitment to making substantive changes and improvements, not just severing ties to deflect responsibility.

7. Saying different things to different people Consistency in communication is key. Inconsistencies can confuse your audience and exacerbate the crisis. It’s crucial to ensure that all messages are uniform across various channels and stakeholders to maintain credibility. This consistency aids in managing the narrative more effectively, preventing misunderstandings and misinformation.

8. Keeping employees in the dark Your employees are your most potent advocates during a crisis. Keeping them informed and involved is crucial. Transparent communication with your team enhances internal morale and trust, empowering them to represent your company positively in external interactions.

Learnings Navigating a crisis requires more than mere damage control; it calls for proactive measures to protect and enhance an organisation's integrity and trustworthiness. By avoiding these common mistakes, companies can not only manage crises more effectively but also emerge stronger and more resilient. The ultimate goal is not just to survive a crisis, but to thrive in its aftermath, turning challenges into opportunities for growth and improvement.

If you are looking for reputation management planning or an on-call strategic crisis and issues management team, our experts at Sinclair are here to support you for either a one-off project or on a long-term basis.