Communicating with the press to make a difference

In a crisis, we know that communication takes precedence over action.

Restoring a company's image and communicating about the crisis, in order to change the problem, remains commonplace. When a crisis occurs, whether linked to internal problems, accidents, scandals or external disruptions, the way a company manages its communication with the press can make the difference between successful recovery and damage to its reputation.

The press is diverse, with television, digital, print, local and national media, not to mention today's ubiquitous social networks, obviously not all have the same way of addressing their target audience. It's imperative to prepare a crisis communications plan, train spokespeople and maintain strong media relations so you can respond quickly and appropriately. Indeed, well-managed communication can limit the damage and help the company emerge from the crisis with its reputation intact or even strengthened (the crisis then becomes an opportunity).