The theme of crisis management for me is exciting. It is from the first day I heard about this particular professional discipline, several years ago when I had to face a situation of a client company communication involved in a product image problem of a conflict of commercial interests. Then I wondered: Why does it become urgent and necessary to handle a crisis? The answer is simple: To preserve the most valuable asset of a company. Are your buildings? Do your equipment and materials? Do your employees? Does your stock of products? None of those. The most valuable asset of a company is its corporate image, including, of course, their brands.
But what is corporate image? It is a state of public opinion that the organization acquired from the many inputs they receive from it. The corporate image is a consequence of corporate management rather than a variable communication. This means that image is the result of culture and global corporate behavior and not only their communicative action. Aspects related to quality, customer service, financial profile, the corporate identity of its employees, the internal climate … and many others, determine the corporate image significantly and require management strategy for its control and management allows if you want to be effective. To understand the “how” and “whys” and its relation with the image of crisis management is necessary to introduce some concepts from previous: Why is strategic and vital? Because, again, the image is the most valuable asset because it is more expensive and difficult to build … and very easy to destroy.
Rebuilding the image of a company that has deteriorated due to a negative campaign is three times more expensive than building it. The image of a company is built on years and can be destroyed in a few minutes in the media, which can sometimes be builders, and others unfortunately, very destructive. A good logo, corporate colors or flashy communicative messages are not sufficient to promote, disseminate and maintain a good image the behavior of the entire organization is the best presentation of the company! It is no use saying one thing and, in practice, do something totally different. One of the best ways to solve a crisis is avoided at all costs, preventing and preparing for any eventuality of this kind. Today, many organizations (and many executives) let the public will eventually find out what they are and what they do, without worrying too much because this happens, forgetting precisely that: As you see you try … Therefore, the image corporate must be incorporated as part of organizational planning processes. The image must be planned and controlled at every turn. Reasons why you should keep a good corporate image: A positive corporate image is a prerequisite for continuity and strategic success. A strong corporate image is an incentive to sell products and services. Help the company to hire the best employees, attracts investors, builds trust among internal and external audiences. A strong corporate image creates added value to a company and ensures it is one step ahead of their competitors. A good image helps the company to attract the people necessary for its success: customers, partners and employees. Mistakes are inevitable, what matters is how we respond to them, that is what crisis management. You can read more about visiting crisis management.