Page 127 - Crisis Communication Practical PR Strategies

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1 108 Crisis Communication
Conclusion

The M&A and closure activities described here had a strong level of
media interest. More important, they also demonstrate the impor-
tance of direct communication with other key audiences, including
employees and customers.
A common thread in each story is the degree of goodwill that
existed for the companies involved prior to the events described. The
level of trust and support for a company faced with a crisis is deter-
mined by its behaviour and way of communicating over a period of
time.
Consistency in communication helps build confidence and preserve
an organization’s reputation at a time when it needs it most. It is also
crucial that that consistency is maintained when a crisis happens.
When dealing with a crisis, any attempt to position your organization
in a way that is alien to its normal behaviour will expose it to ridicule
and charges of insincerity.