Tuesday, 27 April 2021
Paddy Hintz, Senior Consultant
Crisis communications support is part of the wide range of services we offer at the SAS Group and it introduces us to some outstanding Australian companies punching above their weight in international business.
Part of the support we offer in this space is how to use the current crisis, once safely dealt with, to review a company’s overall communications strategy.
Many of the people we work with recognise the benefits of flying below the radar. They like their results to do the talking and don’t like to shout about themselves in the media.
Most of the time this is a fine strategy as long as you are not relying on PR to boost your marketing effort to sell Widgets.
Many companies however, through no fault of their own, have a Moriarty to their Sherlock Holmes to deal with – a dastardly foe who will seemingly stop at nothing to advance their own agenda chiefly at their rival’s expense.
This is the time when you need to play the long game and build a reputation that will stand you in good stead should an attack one day land.
Every good business is constantly conducting environmental scans to know what part of their business is potentially exposing them to risk – reputational or otherwise.
From this knowledge, a communications and media strategy can be built to provide a buttress against any potential future hand grenades.
As always, the British Royal Family is a fantastic PR case study. Their brief and recent crisis communications statement on behalf of the Queen was a lesson in a brilliantly balanced statement that addressed the key issues while underlying their position and protecting their reputation.
The Queen has played the long game. Her thoughts and personality are still, to this day, a mystery. She flies under the radar and chooses not to shout her views from the rooftops.
But the carefully calibrated supply of information to ensure the Royal Family’s relevance to British society and politics has provided a backdrop against which to judge the hand grenades lobbed from Montecito.
The Crown draws some of the best in the business to work on their PR and reputational campaigns. One suspects that constant supply of information will continue for a very long time.