Don’t forget your crisis comms plan

If recent news headlines have taught us anything, it’s how things can go horribly wrong for businesses and public figures over night. It really highlights the importance of having a plan to follow when there is a crisis.

Can Donald Trump win back voters following his recent comments about women who have abortions? The odds of him winning the Republican nomination have reduced. His whole campaign has been about creating a personal brand. So far his crisis comms seem to be backtracking and apologising – something he admits he never does. Time will tell if he has done enough to win back trust.

BBC Panorama’s revelations about Panama law firm, Mossack Fonseca helping the rich to hide and launder money has shown up a number of public figures. There has already been a top level casualty in Icelandic prime minister, Sigmundur David Gunnlaugsson, who stepped down from his position. How will other implicated people, like UK prime minister David Cameron, deal with this crisis?

Businesses have PR disasters all the time – especially since social media gives unlimited access for the public to openly share opinions and contact companies with their complaints.

How you respond to any crisis is crucial – it must be quickly and address the issues. There’s no point trying to hide.

So, whatever business you are in, planning for a PR crisis should be top of your marketing agenda.