The importance of crisis communication in PR

On September 11, we remember the tragic attacks on the Twin Towers in New York. This event highlights the crucial importance of crisis communication in PR. Crisis communication is essential to maintain an honest and transparent relationship with the public, especially in times of crisis. The example of the 9/11 attacks shows how important it is to be prepared and respond quickly and effectively.

Crisis communication

On the morning of September 11, 2001, John Murphy, CEO of Oppenheimer Funds, was jogging in Battery Park when he saw an explosion in the north tower of the World Trade Center. At the same time, Timothy Doke, vice president of corporate communications at American Airlines, received an alarming phone call about a hijacked plane in Dallas. Mary Beth Bardin, executive vice president of public affairs and communications at Verizon, was in a taxi in Manhattan when she saw the smoke rising from the tower. These leaders had to immediately pivot to protect their teams and operations.

Five lessons from the 9/11 crisis

We hope that the events of 9/11 will never be repeated, as they only led to bad outcomes. However, one hopeful outcome is that it led to certain lessons, especially in the field of communication. 

1. Be visible and communicative: during the crisis, the visibility of leaders was crucial. Just as Rudolph Giuliani, the mayor of New York, went directly to the scene of the disaster to lead the rescue operations, business leaders must be present and visible during crises. This strengthens the trust of employees and customers.
2. Choose your communication channels carefully: in natural or man-made disasters, typical communication channels can be disrupted. Use creative alternative channels to get your message across. For example, Oppenheimer Funds used CNBC to communicate their operational status to both employees and customers.
3. Remain focused on business goals: during a crisis, it is important to motivate employees and maintain focus on work. At the New York Times, for instance, employees stayed professional despite their personal trauma to produce the best newspaper possible.
4. Improvise from a strong foundation: preparation is essential, but improvisation cannot be avoided. Companies like Starbucks, which opened their stores to provide coffee and food to rescue workers, demonstrate how strong corporate values are put into action during a crisis.
5. Support and communicate with your employees: during a crisis, prioritizing internal communication is crucial. As the CEO of Morgan Stanley said: "We had no financial crisis, but a human crisis." Supporting employees is the first step towards recovery. Develop a crisis communication plan that outlines specific steps and communication channels. Make sure to regularly practice scenarios so everyone within the company knows what is expected of them during a crisis. Always communicate transparently and acknowledge the human side of the crisis.

Conclusion

Crisis communication is an essential part of PR. By learning lessons from past events like 9/11, companies can better prepare for future crises. Strong and thoughtful crisis communication can make the difference between chaos and controlled recovery. Ensure that your company always has a plan and that the right people are trained to execute it.