Crisis Communications 101: W20's Interactive Guide to Building Trust in 21st Century PR

"The Best Defense is Good Offense." - Mary Corcoran, President, W2O Twist

Have you ever experienced a situation that left you overwhelmed, inspired and engaged throughout the entire event? I had the opportunity to shift through a confluence of thought processes with representatives from W2O, a worldwide public relations firm who held an Interactive Crisis Communications Workshop on October 15. As I walked into the I-3 Center, four tables separated the small room into a more intimate setting that allowed group discussion and hands-on experience in a crisis situation. My stomach dropped as I reflected back to our PRL 215 class on crisis communications. Did I really want to spend another Tuesday night with my heart racing as a million obstacles flood my decision-making processes? Absolutely. That's why we do what we do.

Workshop Groundwork - moderated by Mary Corcoran and team

Mary Corcoran, the current President of W2O Twist, opened the night with a short but insightful introduction about the company and her past experiences in the public relations field. With 15 years in the realm of crisis communications, Corcoran and her 3 team members (who were all Newhouse alums #GoOrange!) wasted no time in laying the groundwork for effective PR in the digital age. As a warm-up, Corcoran included a slide of worldwide brands like Chipotle, Nike, United Airlines and Uber. One thing they all had in common? As consumers, we still remember the scandalous incidents that shift our perceptions of the brands we once trusted. What are the steps practitioners can take to stop these problems before they erupt on social media and tarnish brand names?

Mary Corcoran, Lead Discussant of W2O's Crisis Management Workshop

Corcoran and her team put Newhouse students to the test. The workshop designed to assess and address issues in real-time, team members and I had to focus on concepts of:

1. Operational Decision-Making

2. Process

3. Intelligence / Analysis

4. Content and Messaging

5. Communications Channels

Live tweets from the event

In a flash, we shifted from the traditional NH Speaks lecture environment to a full-out war on the multimillion dollar (hypothetical) company, Sky Pharmaceuticals, featuring the brand ambassador for their newest psoriasis medication: Kim Kardashian. Just peachy.

A minuscule Reddit post that tied our company to a manufacturer that uses child laborers for the new product, progressively added pressure to our group as local, regional, national and internal news added to the mix in the span of 2 days. We were first asked to determine our first steps in a crisis that begins without any hard facts. While conducting research on Sky Pharmaceuticals' manufacturer company as soon as possible, my team stressed the importance of timeliness and authenticity during a crisis. We talked about the effectiveness of a place-holder statement, a transparent yet neutral claim that vows to further investigate the situation and keep audiences updated.

The interactive workshop aimed for group discussion and analysis

I learned about the importance of internal relations with influencers. In the workshop, Kim K's failure to understand how her voice ultimately shifted a small-scale problem into a worldwide crisis through a simple tweet (where she states she does not support child labor or Sky Pharma). We discussed the digital challenges of online platforms, and the risks associated with sketchy messaging from brand ambassadors.

Actually practicing something as stressful as a crisis communications stimulation allowed a more comprehensive understanding about having a plan in place, as well as taking the necessary steps needed for each media outlet and key public impacted by the situation. As an anonymous Reddit post moved to a Kim K Twitter post, statements from the National Psoriasis Foundation, and the loss of million-dollar Shareholder deals - I could assess in this exercise how the levels of a crisis reflect to different measures needed to regain trust. In the group discussion following the exercise, Corcoran gave a remarkable analogy as she said, and I quote: "Denial is not just a river in Egypt people!"As practitioners move swiftly and carefully, they must also prepare company CEOs to admit their faults once the situation has reached a certain point of harm.

Important discussion slide via W2O

Lastly, the fact that W2O actually conducts these sorts of workshops with real businesses shows how vital our role of PR practice actually is in the corporate lens. As most companies learn from past crises to plan future change, professionals at W2O work passionately to train their clients on building credibility and trust with influencers and stakeholders overtime. It provides a sort of "cushion" effect that helps companies prepare for a crisis before it even occurs. The crisis communications exercise lets clients recognize potential threats and create a game plan that can be swiftly deployed, even without knowing how a crisis may unfold.

Regardless of the situation at hand, be prepared to experience a little stress in your life. The W2O groups' Interactive Workshop breaks through the traditional realm of guest speakers at Newhouse - instead allowing direct student engagement and experience that I'll be more prepared for in the future.