{"id":224392,"date":"2022-04-21T13:39:46","date_gmt":"2022-04-21T11:39:46","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=224392"},"modified":"2025-05-05T12:53:32","modified_gmt":"2025-05-05T10:53:32","slug":"guia-basica-crisis-reputacion","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/guide-basic-crisis-reputation\/","title":{"rendered":"Basic guide to managing a reputational crisis"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"224392\" class=\"elementor elementor-224392\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3cf4d8d9 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"3cf4d8d9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-961097a\" data-id=\"961097a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f583995 elementor-widget elementor-widget-text-editor\" data-id=\"7f583995\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In previous posts of this blog, we talked about<a href=\"https:\/\/www.geotelecom.mx\/en\/como-crear-plan-de-comunicacion-empresa\/\"> how to create a communication plan<\/a> effective for your company and in it we mentioned reputation crises. In this post we wanted to stop to provide more information on its management and, starting from the beginning, we begin by explaining what it is: a reputation crisis is a situation that negatively affects the company's image, harming consumers and\/or shareholders. Crisis management is the ability to foresee and act in the face of possible situations that negatively affect the company's reputation.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/guide-basic-crisis-reputation\/#Respuestas_ante_una_crisis_de_reputacion\" >Responses to a reputation crisis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/guide-basic-crisis-reputation\/#6_pilares_de_la_comunicacion_transparente\" >6 pillars of transparent communication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/guide-basic-crisis-reputation\/#10_principios_basicos_para_la_gestion_de_una_crisis_de_reputacion\" >10 basic principles for reputation crisis management<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/guide-basic-crisis-reputation\/#Ahora_bien%E2%80%A6_%C2%BFComo_se_elabora_un_manual_de_crisis\" >Now then... How is a crisis manual prepared?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/guide-basic-crisis-reputation\/#Como_conclusiones_podriamos_decir_que_para_resolver_correctamente_una_crisis_de_reputacion_es_necesario%E2%80%A6\" >As conclusions, we could say that in order to correctly solve a reputation crisis it is necessary to...<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Respuestas_ante_una_crisis_de_reputacion\"><\/span><strong>Responses to a reputation crisis<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><p><strong>\u00a0<\/strong>There are two types of response to a reputation crisis: defensive and responsible. Within the defensive response we can find different types of strategy:<\/p><ul><li><strong>Non-existence:<\/strong> consists of pretending there is no problem and attacking or ignoring the accuser.<\/li><li><strong>Distancing: <\/strong>justifying or excusing by trying to reduce the seriousness of the matter, without assuming responsibilities.<\/li><li><strong>Ingratiation: <\/strong>to make friends with those affected and the media so as not to appear to be the one to blame for the crisis.<\/li><\/ul><p>In the responsible response there are two other types of strategies:<\/p><ul><li><strong>Mortification: <\/strong>repent and take responsibility for everything that has happened and rectify it if necessary.<\/li><li><strong>Suffering: <\/strong>to assume the consequences of what happened.<\/li><\/ul><h2><span class=\"ez-toc-section\" id=\"6_pilares_de_la_comunicacion_transparente\"><\/span><strong>6 pillars of transparent communication<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><p><strong>\u00a0<\/strong>All good crisis management must be based on certain pillars so that communication is clear and transparent.<\/p><ol><li><strong>Honesty:<\/strong> Acknowledge mistakes if there are any and apologize if necessary. The appropriate responsibilities must be assumed and a commitment must be made not to make the same mistakes again.<\/li><li><strong>Sincerity:<\/strong> the attitude sustained over time must be one of openness, listening and empathy where everything that is said must be complied with.<\/li><li><strong>Consistency: <\/strong>what is told must be in line with the purpose, vision and values.<\/li><li><strong>Clarity:<\/strong> the story of what is told must avoid technicalities, words, data, images, etc. that do not contribute to a quick and simple understanding of what is happening.<\/li><li><strong>Accessibility<\/strong>The possibility of accessing this information in an easy way. Its availability must be total and measures must be taken to ensure this through the channels and tools that ensure it.<\/li><li><strong>Strictness<\/strong>Everything that is said and done must be verifiable. It is necessary to provide the data and the ways to verify it and to keep track of the evolution.<\/li><\/ol><h2><span class=\"ez-toc-section\" id=\"10_principios_basicos_para_la_gestion_de_una_crisis_de_reputacion\"><\/span><strong>10 basic principles for reputation crisis management<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><ol><li><strong>A good analysis allows us to know what will happen. <\/strong>To analyze the situation, to know where it may evolve, to know what is happening to us, why it is happening to us and who it may affect.<\/li><li><strong>Do not forget anyone. <\/strong>Knowing exactly who our interlocutors are and knowing our audiences will help us not to forget anyone in the management of a crisis.<\/li><li><strong>To have the information is to have the agenda of the crisis.<\/strong> Having good internal communication circuits will allow us to know what is happening and why it is happening. If we have the right information we can make the right decisions.<\/li><li><strong>The spokesperson, a key figure in crisis management. <\/strong>Knowing who should speak, what to say and when to say it is essential to convey messages appropriately during a crisis. The spokesperson must be someone who knows the company well and who conveys trust, proximity, security and credibility.<\/li><li><strong>Knowing the communication channels available to us. <\/strong>Most organizations are not aware of the communication channels available to them.<\/li><li><strong>The information must be serious, transparent, truthful and clear. <\/strong>In a crisis, silence is not profitable; it is necessary to inform and this must be done from the very beginning and, above all, the information must be rigorous, intelligible to our public and transparent.<\/li><li><strong>External communication starts with internal communication. <\/strong>In a crisis, the first means of communication available to us are the members of the organization itself. Forgetting them and leaving them aside will work against us.<\/li><li><strong>The crisis committee, a tool for crisis management.<\/strong> Knowing who is managing a crisis and who should make decisions at any given moment makes it easier to deal with risk situations.<\/li><li><strong>To have a communication plan is to have a solution. <\/strong>Having a crisis communication plan allows us not to improvise. A plan will determine the messages to be delivered, the audiences that should receive them, the media to be used and the right moment for each action.<\/li><li><strong>Real crisis management begins the next day.<\/strong> It is the day after a communication crisis when the real task of crisis management begins, analyzing what has happened, determining what needs to be improved and deciding what actions we should take to prevent new crises, being critical of ourselves. Crises cannot be foreseen, but the way we react can.<\/li><\/ol><h2><span class=\"ez-toc-section\" id=\"Ahora_bien%E2%80%A6_%C2%BFComo_se_elabora_un_manual_de_crisis\"><\/span><strong>Now then... How is a crisis manual prepared?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><p><strong>\u00a0<\/strong>Although there is no set way to prepare a crisis manual, there are certain common guidelines. Here are some tips on how to prepare a good crisis manual:<\/p><ol><li><strong>Define risk map:<\/strong> At this point, we make a list of possible situations in which the company's reputation could be affected. Once identified, they must be categorized according to their seriousness.<\/li><li><strong style=\"font-size: 16px;\">Identification of sources: <\/strong>define whether the sources are internal or external.<\/li><li><strong style=\"font-size: 16px;\">Messages to be transmitted:<\/strong> a message must be developed for the possible risk situations that we have identified in the previous steps, which is why we must dedicate time to the risk map.<\/li><li><strong style=\"font-size: 16px;\">Crisis Committee: <\/strong>It is very important to have a structured crisis committee, so that when such a situation arises, there is no doubt as to who performs what action.<ol><li><strong style=\"font-size: 16px;\">Director of the committee:<\/strong><span style=\"font-size: 16px;\"> defines the crisis level, convenes the committee and directs the actions of each.<\/span><\/li><li><strong style=\"font-size: 16px;\">Internal spokesperson:<\/strong><span style=\"font-size: 16px;\"> is in charge of communicating the situation to the company. Position: human resources manager.<\/span><\/li><li><strong style=\"font-size: 16px;\">External spokesperson:<\/strong><span style=\"font-size: 16px;\"> is in charge of communication with the media. Position: Director of Communications.<\/span><\/li><li><strong style=\"font-size: 16px;\">Telephone spokesperson<\/strong><span style=\"font-size: 16px;\">: takes care of calls.<\/span><\/li><li><strong style=\"font-size: 16px;\">Advisors:<\/strong><span style=\"font-size: 16px;\"> collect information and provide technical advice to the committee.<\/span><\/li><\/ol><\/li><li><strong style=\"font-size: 16px;\">Action protocol: <\/strong>When a reputational crisis occurs, it is necessary to act quickly, so an action protocol must be established.<\/li><li><strong style=\"font-size: 16px;\">Media: <\/strong>It is necessary to have established both the means of communication and the way to contact them in order to act as quickly as possible.<\/li><li><strong style=\"font-size: 16px;\">Social Media:<\/strong> Social media management is very important, and even more so nowadays. Many crises originate online and therefore have their solution there. Some of the keys for a good management of social media during a crisis:<ol><li>Actively listen to the problems and comments of the people who come to us.<\/li><li>Speak to them in a transparent and appropriate manner.<\/li><\/ol><\/li><li><strong style=\"font-size: 16px;\">Respond to those affected: <\/strong>successful crisis management requires a face to face approach and contact with affected audiences.<\/li><li><strong style=\"font-size: 16px;\">Conduct drills: <\/strong>This point is essential, since theory is all very well, but it is necessary to practice everything stipulated in the manual so that if at any time it is necessary, all the members of the company and the committee know how to act and communicate in the event of a crisis.<\/li><\/ol><h3><span class=\"ez-toc-section\" id=\"Como_conclusiones_podriamos_decir_que_para_resolver_correctamente_una_crisis_de_reputacion_es_necesario%E2%80%A6\"><\/span><strong>As conclusions, we could say that in order to correctly solve a reputation crisis it is necessary to...<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><ul><li>Anticipation<\/li><li>Speed<\/li><li>Transparency<\/li><li>Have a crisis manual<\/li><li>Empathizing with those affected<\/li><\/ul><p>Did you find this interesting? Don't forget to subscribe to our newsletter to stay up to date \ud83d\ude0e<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>In previous posts of this blog, we talked about how to create an effective communication plan for your company and in it we mentioned reputation crises. In this post we wanted to stop to provide more information on its management and, starting from the beginning, we begin by explaining what it is: a reputation crisis is a situation that negatively affects the image of the company, harming consumers and \/ or shareholders. Crisis management is the ability to foresee and act in the face of possible situations that negatively affect the company's reputation. Responses to a reputation crisis There are two types of response to a reputation crisis: defensive and responsible. Within the defensive response we can find different types of strategy: Non-existence: it consists of pretending that there is no problem and attacking or ignoring the accuser. Distancing: justifying or excusing, trying to take away the seriousness of the issue, without assuming responsibility. Ingratiation: making friends with those affected and the media so as not to appear to be to blame for the crisis. In the responsible response there are two other types of strategies: Mortification: repenting and taking responsibility for everything that has happened and rectifying if necessary. Suffering: taking responsibility for the consequences of what happened. 6 pillars of transparent communication All good crisis management must be based on the following pillars so that communication is clear and transparent. Honesty: recognize mistakes if there are any and apologize if necessary. The appropriate responsibilities must be assumed and a commitment must be made not to make the same mistakes again. Sincerity: the attitude sustained over time must be one of openness, listening and empathy where everything that is said must be fulfilled. Coherence: what is said must be in line with the purpose, vision and values. Clarity: the story of what is told must avoid technicalities, words, data, images, etc. that do not contribute to a quick and simple understanding of what is happening. Accessibility: the possibility of accessing this information in an easy way. Its availability must be total and measures must be taken to make it so through the channels and tools that ensure it. Rigor: Everything that is said and done must be verifiable. It is necessary to provide the data and the ways to verify it and to keep track of the evolution. 10 basic principles for managing a reputation crisis A good analysis makes it possible to know what will happen. To analyze the situation, to know where it can evolve, to know what is happening to us, why it is happening to us and who it can affect. Do not forget anyone. Knowing exactly who our interlocutors are and knowing our audiences will help us not to forget anyone in the management of a crisis. To have the information is to have the crisis agenda. Having good internal communication circuits will allow us to know what is happening and why it is happening. If we have the right information, we will be able to make the right decisions. The spokesperson, a key figure in crisis management. Knowing who should speak, what to say and when to say it is essential to transmit messages properly during a crisis. The spokesperson must be someone who knows the company perfectly well and who transmits confidence, proximity, security and credibility. Knowing the communication channels available to us. Most organizations are not aware of the communication channels available to them. Information must be serious, transparent, truthful and clear. In a crisis, silence is not profitable, it is necessary to inform and it must be done from the first moment and, above all, the information must be rigorous, intelligible to our public and transparent. External communication begins with internal communication. In a crisis, the first means of communication available to us are the members of the organization itself. Forgetting them and leaving them aside will work against us. The crisis committee, a tool for crisis management. Knowing who is managing a crisis and who should make decisions at any given moment makes it easier to deal with risk situations under the right conditions. To have a communication plan is to have a solution. Having a crisis communication plan allows us not to improvise. A plan will determine the messages to be given, the audiences that should receive them, the media to be used and the right moment for each action. The real crisis management begins the next day. It is the day after a communication crisis when the real task of crisis management begins, analyzing what has happened, determining what needs to be improved and deciding what actions we should take to prevent new crises, being critical of ourselves. Crises cannot be foreseen, but the way we react can. Now then... How do you prepare a crisis manual?  Although there is no established way of preparing a crisis manual, there are certain common guidelines. Here are some tips for drawing up a good crisis manual: Define risk map: at this point we make a list of the possible situations in which the company's reputation could be affected. Once identified, they must be categorized according to their seriousness. Identification of sources: define whether the sources are internal or external. Messages to be conveyed: a message must be developed for the possible risk situations that have been identified in the previous steps, which is why it is necessary to devote time to the risk map. Crisis committee: it is very important to have a structured crisis committee, so that when such a situation arises there is no doubt as to who will take what action. Committee director: defines the crisis level, convenes the committee and directs the actions of each one. Internal spokesperson: in charge of communicating the situation to the company. Position: human resources manager. External spokesperson: in charge of communication with the media. Position: communication director. Telephone spokesperson: in charge of<\/p>","protected":false},"author":42,"featured_media":224393,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[43,22],"tags":[304,372,373],"class_list":["post-224392","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cursos-y-formacion","category-marketing-online","tag-comunicacion","tag-crisis","tag-plan"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/224392","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=224392"}],"version-history":[{"count":4,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/224392\/revisions"}],"predecessor-version":[{"id":232546,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/224392\/revisions\/232546"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/224393"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=224392"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=224392"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=224392"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}