How to Handle a PR Disaster? 

PR disasters or crises are inevitable; after all these are real time cases. So instead of panicking, such disasters need to be handled calmly. There are professional PR agencies in Dubai to help you. Many Dubai PR agencies have a standard protocol to handle simple to complicated PR disasters. These companies not only handle a PR disaster properly but also carry out a risk mapping activity by convoking all their key staff. Besides they are great at handling crisis rumors and get into communications contortions at the right time. Below are a few steps that can be used by companies to handle PR disasters.

1. In this age of break neck competition and faster than Internet communication channels, news spreads fast. That is why, before the fire spreads out, the firm needs to get a statement out ASAP. So one has to prep up a Crisis Plan, identify a crisis spokesperson, create a crisis email address or a crisis phone line or any other crisis specific communication channel such as a website or Twitter handle. So basically one needs to be on top it by being responsive and accessible.
2. At times of crisis, rumors spread like forest fire; thanks to numerous 24x7 news channels on TV and FM channels on the radio. To top it all there is online and social media to add fuel to the fire. So instead of watching this blunder happen, one has to map out all likely interested stakeholders and be armed with correct records so that they can be engaged properly. For example, a hotel has lost broadband and e-commerce booking system, yet there needs to be a third-party access to re-route from web to phones and text messaging. In other cases a warehouse in ashes needs to be communicated first by the owner. A PR agency or PR consultant must be assigned with the job of calling/texting all customers immediately and the local newspaper must be contacted with the owner’s version. Only then a business owner can earn customer satisfaction even during times of crises.
3. How to say it? Communication contortions are to be avoided by acknowledging, or apologizing for the crisis’s full scope and legal concerns must be acknowledged. No undeliverable commitments to re-assure people must be made. This must be avoided; guessing and providing empty comments is a big no. Rather hire a PR agency in Dubai and let then handle the task of promising a clear update in a few hours’ time.

It is vital for owners of small and growing businesses to have a proper crisis response plan. They must stick to the above points and if possible they must not waste any time waiting. This is because crises are inevitable and they wait for no-one.

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