Crisis communications planning in a BtoB world
Crises occur every day. This month alone we’ve seen two major public incidents. In the consumer realm, video surfaced of employees from a quick-service food franchise acting foolishly while preparing of someone’s meal. And the BtoB world was not immune either, as a national internet service provider experienced a major system outage, leaving business customers without email or access to web hosting accounts for the better part of a full business day.
Typically, crisis planning is associated with consumer brands due to their larger audience. For example, if a manufacturer has to implement a product recall, the company needs to communicate that message and try to retrieve the product from potentially millions of individual consumers.
Crises in the
We believe BtoB communications professionals should increase their crisis planning efforts and have a protocol in place in the event of an incident. Though the customer impact for a BtoB company may not number in the millions, the trickle-down effect to your customers and your customers’ customers can quickly spread and severely affect your bottom line.
Types of BtoB
Do you know how your organization, and you specifically, would react in the event of one of these incidents?
What is the message to your customer and your customer’s customer?
Do you know who is “in the room” when determining how to respond when one of these incidents occurs?
If you don’t know the answers to these questions, as a communications professional, it is worth considering how detrimental each of these incidents would be to the sustainability of your company and put a crisis plan in place to address each.
The worst mistake you can make is to wait until a crisis has occurred to start planning. At a minimum, having even a crisis framework in place prior to an incident will drastically improve your company’s ability to weather the storm.
Key crisis planning
It is very easy to put off crisis planning as many believe a crisis will not happen to their company. A crisis can set a company back for years and leave a lasting, negative impression on the brand. A little advance planning can go a long way to keeping your company on solid footing.
If you are looking for guidance on how to start your crisis planning or a partner to walk you through the process, we’re happy to help! Contact Arketi at firstname.lastname@example.org.