Depending on what type of business you have, there might be a certain number of risks that can hit you at any time. Perhaps you’re a medical facility and you suffer a breach of information. Maybe you sell food and you discover a sample that has already been widely distributed is contaminated with a food-borne pathogen dangerous to humans.
Whatever you’re facing, you need to have an emergency response team ready to speak to those affected by the problem. Working with those who specialize in digital public relations might make reaching some of those groups a little easier, but regardless of how you do it, people need to be informed so they can take appropriate measures.
As a business owner, you know that nothing is more important than your customers. You rely on them to keep buying your products or services, and without them, you might suffer a significant financial loss. That’s why they are the first people that need to know about a problem in your business. This can be done in a few different ways. If the crisis is on a larger scale and it has reached the media’s attention, it might be wise to schedule a press conference so the public is receiving correct information directly from you and not filtered through anonymous sources or speculation. If you have personal contact with your customers through social media networks, a digital PR agency can help you formulate a statement to release and set up a hotline where people can approach you with questions or concerns.
While customers are typically referred to as those who purchase products, clients are on a higher tier, as they typically receive your professional services, whether that’s medical, financial, legal or otherwise. These people directly rely on you to provide them with the best, and when that is compromised, losing their trust and their money could put you out of business. It’s important to be transparent with clients and let them know the implications of the situation and what steps you’re taking to ensure protection for their personal information. Many companies that provide professional services often take information such as addresses, social security numbers and credit card numbers that can’t be compromised, so clients need to know how to safely proceed in wake of the situation.
Investors are those people who invest a significant amount of money into your business with the understanding that they receive a share of the profits. If you suffer, they suffer. So, when a crisis hits the business, those who have a large stake in the company need to know as soon as possible so they can take necessary action. This might involve pulling their investment or partnering with you to fix the problem. Whatever they decide, digital public relations can help you instill confidence and trust again.
Make Intelligent Decisions
When you have a problem that affects different people, the last thing you want to do is handle it incorrectly. Work with a digital public relations firm to stay calm in the face of pressure and recover with your business intact.