Like many other companies, this firm in the security industry never thought it would happen to them: a crisis. But then one of their employees had a severe accident on the job and had to fight for his life.
The news led to rumours in the media. Sufficient reason for the company to ask us for help. Although we had not worked for the company before, we immediately put together a crisis communication team with a specialized PR consultant and a copywriter. The team gathered all relevant information about the accident, monitored the traditional and social media, made an analysis of all the stakeholders and advised the customer on the right communication strategies.
We executed very fast: right after the start of the media storm we communicated clearly and empathically with the fellow workers at the company, who are easily forgotten when a crisis occurs. Immediately after that, we distributed a carefully prepared statement to the media. The statement was also published on the company website and shared via its social media channels. Our client was back where they should be: in the driver seat.
We also planned ahead. As the condition of the employee was extremely critical at the time – fortunately he survived – we prepared for the worst. With a clear procedure and accompanying content the company could communicate fast, if bad news from the hospital would arrive. In the period after the accident we continued to monitor traditional and social and also updated employees regularly.
The customer was very happy with our support and took this wake-up call very seriously. We are now preparing for the development of a proactive crisis communication plan, together with the customer.