In a world marked by increasing complexity, uncertainty, and constant change, leaders in both business and government face extraordinary challenges. Volatility and unpredictability have become the new normal, and the stakes for reputation management have never been higher.

Businesses and governments are navigating an era of unprecedented instability, marked by successive unforeseen events. From the global pandemic to geopolitical tensions and rising inflation rates, the landscape is fraught with challenges. Stakeholder expectations have never been higher, and the consequences of failing to meet them are substantial. Companies must adeptly manage the risks posed by global and regional complexities, including geopolitical tensions, trade supply chain disruptions, technological advancements, and evolving sustainability demands.

Companies must be strategically focused and perceived as getting it right every time to succeed in this dynamic and rapidly changing environment. Strategy, impactful initiatives, compelling campaigns, and results-driven implementation are crucial in communicating and connecting with your audiences to deliver impact, sustainable growth, and long-term success.

A Crisis is Not a Matter of If, But When

Given the constant flux and unpredictability in today's world, being prepared for a crisis is not optional but essential. While each crisis requires a tailored response, the common denominator is the need for rapid decision-making and the ability to recognise the situation's requirements quickly. This includes the flexibility to adapt existing resources, capabilities, structures, and staff to meet those needs.

In an age of fast-moving information, the risk of inaccurate information spreading quickly during a crisis can jeopardise efforts to manage the immediate situation and deal with its lasting consequences. Therefore, communication professionals must be part of decision-making at every stage of the planning and response process.

Proactive Crisis Communications Management

Having a crisis communications strategy is not about avoiding or hiding from a crisis. It's about being prepared to face it head-on and emerge stronger and more resilient. It involves having the tools and resources to effectively communicate and navigate challenges, protecting and safeguarding your reputation in the process.

Through Manara Global's Prepare, Manage, and Emerge crisis communication model, we help organisations be prepared, ready, and resilient in a crisis. Our strategic approach empowers organisations, particularly their communication functions, through tailored and robust crisis communication plans.

By building organisational resilience, we enhance their ability to withstand or quickly recover from difficult situations, get ahead of risks, and tackle challenges before they manifest. Through this resilience building, we ensure communication professionals have appropriate input into emerging plans and exercises, driving forward broader resilience-building communications. Given the essential role communication plays in responding to a crisis, communication teams must be closely integrated throughout the contingency planning process.

Real-World Examples

The COVID-19 Global Pandemic

The COVID-19 pandemic is a prime example of a global crisis that required unprecedented levels of crisis communication and management. Organisations worldwide had to quickly adapt to rapidly changing circumstances, including lockdowns, remote work, and public health directives. Those with robust crisis communication plans were better equipped to manage the situation.

For instance, New Zealand's government, under Prime Minister Jacinda Ardern, demonstrated exemplary crisis communication by providing clear, consistent, and transparent updates. The government's "Unite Against COVID-19" campaign was a well-coordinated effort that effectively informed the public, built trust, and ensured compliance with health measures. Their communication strategy was praised globally for its clarity and empathy, helping the country manage the pandemic effectively.

Toyota's Response to the 2010 Recall Crisis

Another notable example is Toyota's handling of its 2010 recall crisis, where the company had to recall millions of vehicles due to safety issues. Initially criticised for a slow response, Toyota swiftly implemented a comprehensive crisis communication strategy. They publicly acknowledged the issues, apologised to customers, and outlined clear steps to address the problems.

Toyota's leadership, including President Akio Toyoda, took personal responsibility, appearing in public and media briefings to communicate the company's commitment to resolving the issues. This proactive approach helped Toyota regain customer trust and restore its reputation over time.

Learning and Evolving

It's crucial to identify, learn, and share lessons following a response to a crisis. We must update our practices and structures to incorporate lessons learned and work to build our capability to respond to future crises.

Successful crisis and issue management is based on having a professionally run information operation in place. This means having the correct protocols, clear roles and responsibilities, and a thorough understanding of operations. Our Prepare, Manage, and Emerge crisis communications model ensures that organisations are more resilient to crises.

Our Three-Phase Approach to Crisis Communications Management

PREPARE

Building organisational resilience to best prepare for a crisis by having the right protocols and processes in place. This includes identifying potential risks and mitigations, installing a robust crisis communications system, preparing messaging, and defining roles and responsibilities.

MANAGE

Activating the crisis communication model and protocols until resolution. This involves putting protocols into practice during a crisis.

EMERGE

Transitioning out of the crisis back to business-as-usual communications. This phase includes documenting lessons learned to identify areas for strengthening our capability to respond to the next crisis.

At Manara Global, we stand ready to help your organisation navigate the complexities of crisis communications, ensuring you emerge stronger and more resilient every time.

About Manara Global - Abu Dhabi and Dubai Strategic Communication Agency

Based in Abu Dhabi and Dubai in the UAE, Manara Global is a strategic communication agency partnering with businesses, governments, and organisations to enhance their reputation, define their purpose, and shape their communication strategy to connect with audiences in a human-centric way. Our purpose is to help leaders, businesses, and organisations to thrive, make a difference, and succeed. Contact us to learn more about how Manara Global can help you safeguard and elevate your business reputation.

 

How We Can Help With Your Crisis Communication Resilience

• Strategic counsel to advise on best practices and development of your tailored crisis communications strategy;

• Strategic crisis advisory to manage your reputation and navigate through a crisis;

• Internal communications counsel to drive actions to inform and equip employees;

• Message development to control your narrative in a crisis; and,

• Equipping leaders and executives with the key presentational skills to navigate the media.