FROM CRISIS TO CARE

In today’s unpredictable world, crises come in many forms. From natural disasters and public disturbances to health emergencies and business disruptions, every crisis has the potential to wreak havoc on organizations, particularly those that serve end consumers. At RIFF, our specialty lies in equipping businesses with the tools and teams they need to manage crises effectively, ensuring that customer support is available at short notice when it’s needed most.

But what exactly is a crisis? In a business context, a crisis can range from governance failures and financial collapses to product malfunctions, cyber-attacks, and legal disputes. Each type of crisis poses unique challenges, but they all share a common thread: they disrupt normal operations, potentially tarnishing a company’s reputation and eroding consumer trust. Understanding the nature of these crises is the first step toward effective crisis management.

The “Wet van Pleuris”: Predicting the Impact of a Crisis

A key concept in crisis management is the Dutch “Wet van Pleuris” (Pleuris’ Law), a framework developed through research in the Master of Crisis and Disaster Management program. This law helps us understand why some crises dominate public attention more than others. According to the Wet van Pleuris (P = V x R x SM3) the impact of a crisis on society and media can be predicted by three factors:

1. Blameworthiness (V): How responsible is the organization for the crisis? If the crisis was preventable, predictable, or the result of poor conduct, the organization is seen as more blameworthy. The higher the blame, the more intense the public scrutiny.
2. Relevance (R): How relevant is the crisis to the public? If the event affects basic values, involves vulnerable groups, or has a significant societal impact, it’s likely to generate more concern and attention.
3. Social Media-genicity (SM³): In today’s digital age, the power of social media cannot be underestimated. A crisis that generates visually compelling content or involves high-profile individuals is more likely to go viral, amplifying its impact exponentially.

Managing a Crisis: The RIFF Strategy

At RIFF, we believe that it’s not about the crisis, but how you handle it! Effective crisis management requires a proactive approach, structured around the three phases of crisis response: Before, During, and After.

Before the Crisis: Preparation is Key

Preparation is the cornerstone of crisis management. By conducting risk analyses, creating comprehensive crisis plans, and developing detailed playbooks, organizations can anticipate potential threats and be ready to act swiftly. RIFF can assist businesses in crafting, updating and testing scenarios and communication guidelines, ensuring that every team member knows their role in the event of a crisis.

During the Crisis: Swift and Strategic Response

When a crisis hits, immediate action is crucial. RIFF supports businesses by providing direction, designing customer service strategies, and quickly scaling operations to manage the increased demand and evolving needs of customer contact. Clear internal and external communication is vital to maintain control over the situation and to ensure that customers remain informed and supported throughout the crisis.

After the Crisis: Recovery and Resolution

Once the immediate threat has passed, the focus shifts to recovery. This involves addressing customer questions, handling complaints, and managing RIFF provides the necessary support, including social media monitoring, claims processing, and customer care, to help businesses regain their footing and rebuild trust with their customers.

The 5 Cs of Crisis Management

Throughout the entire process, RIFF adheres to the 5 Cs of crisis management:

1. Comprehension: Fully understanding the nature and scope of the crisis.
2. Clarity: Communicating clearly and effectively to all stakeholders.
3. Consistency: Maintaining a consistent message and approach throughout the crisis.
4. Credibility: Ensuring that all actions taken are trustworthy and reliable.
5. Contingency: Preparing for all possible scenarios, with backup plans in place.

In conclusion, while crises are inevitable, their impact can be mitigated through careful preparation, strategic response, and thorough recovery efforts. At RIFF, we are dedicated to helping businesses navigate these turbulent times, ensuring that they not only survive but emerge stronger. Remember, it’s not about the crisis, it’s about how you handle it.