By Carina Almeida, CEO & Founder of Textual Comunicação
At the end of 2023, we witnessed two major crises in Brazil, both with climate urgency as the backdrop: the death of young Ana Clara Benevides at Taylor Swift’s concert in Rio de Janeiro, on a day when the heat index reached nearly 60 degrees Celsius. And the power outage in São Paulo, which impacted millions of people for days after intense storms hit the city.
These were very different situations, but both bring important reflections for any sector:
1 – “We’ve always done it this way, and it worked”
This is no longer a valid argument once the crisis sets in. The extreme and unprecedented situations we are experiencing require new solutions, especially new preventive actions to reduce risks. A more alert stance, flexibility and agility from organizations are needed.
2 – “Act to have something to communicate”
Communication doesn’t work miracles. Our raw material is information. If a company acts preventively or responds with concrete actions, we have something to communicate. Thus, the company strengthens the perception of its determination to avoid or manage the problem, establishing a direct connection with people.
3 – “There’s no communication vacuum”
If the company doesn’t lead communication, others will occupy that space to point out flaws and reinforce criticisms. Content generated by affected individuals fills social media, setting the agenda for the press in a self-perpetuating cycle. The company needs to establish a continuous flow of communication, in different channels and formats, demonstrating its determination to solve problems, the measures taken and the evolving scenario.
4 – What if it were me?
A lack of empathy can become a crisis within the crisis. Those affected by the situation have faces and voices. The company also needs to have the messenger who will show that the company cares, is present in the managing of the crisis, and is determined to resolve/reduce the consequences of the damage. This is the path to restoring the trust that was tarnished by the crisis. On the other hand, a posture of denial, a communication vacuum, and shifting responsibility only raise the temperature.
Companies are made up of people, and this needs to be especially evident in crisis situations.