The crisis may have passed, but here’s how you effectively manage the aftermath

By Munira Rangwala|1st Nov 2017
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At some point in its lifetime, every company will face a crisis. The magnitude and the scope of it may vary, from the upheaval at Uber after complaints of sexual harassment, for example, to the Pepsi ad which was branded racist and had to be pulled out. Whether internal or external, there can be multiple causes for it.

How you handle the aftermath of a crisis is as important as how you handle the crisis itself. With so many potential emergencies all around you, it’s time to get your head out of the sand and stop thinking that a crisis can only strike companies that are larger than yours or companies from other industries. It can happen to you, and hence, it is important to be mentally prepared to move into the crisis management zone as and when the need arises. More importantly, what do you do just after the crisis has been contained? Here is how you can handle the aftermath of a crisis situation:

Image: Shutterstock

Image: Shutterstock

Have a communication plan for when the crisis has passed

In addition to stating the measures that your company will take during a crisis, a good plan should also specify the actions the crisis management team should implement after the crisis is over. A good aftermath plan can prevent the issue from becoming public, or at least reduce its impact. After the crisis has passed, evaluate what part of the plan worked and what didn’t. Take remedial measures to set right what didn’t work in the first place.

Assess your company’s reputation

One of the most important things to do after a crisis that hit your company has passed is to assess your company’s current reputational status. If you don’t, you’ll never know the extent to which your company image and brand got damaged. If your organization’s reputation requires repairing, a robust reputation recovery strategy should be drawn up and implemented immediately.

Create a strategy that everyone can follow

PR is your best asset after a crisis has passed. The right PR firm will help you craft suitable messages, communicate with the media, and get back on track. This will ensure that everyone involved with your company, right from your employees to the customer service reps, are on the same page. When everyone delivers the right messages, your company will be able to present a united front to the outside world.

Thank the people who helped you survive the crisis

The fact that your company is back on its feet again is a tribute to your leadership and business acumen. While that is true, you cannot overlook the fact that others helped you too. Whether it is your key clients who stuck by you despite delays in orders, or your employees who put in extra hours, acknowledging the contributions of everyone who helped will lead to their long-term dedication to your organization.

Be grateful for the lessons you’ve learnt

The silver lining of a crisis situation is that it pinpoints the weaknesses of your company. It helps you evaluate and analyze what led to the crisis in the first place and what might lead to other issues in the future. Gather the lessons you’ve learned and update your crisis management plan. If the catastrophe made you realize that your crisis team and spokespeople need to be better-trained, get on it immediately.

You may not see it immediately, but there are several benefits to post-crisis work. Just be sure to make the right moves and learn the right lessons in the aftermath.

Read Also: Ratan Tata on intuition, facing crisis, and returning to startup land

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