Does Your Company Have a Crisis Communications Plan?
Working in industries like cannabis, CBD, functional beverages, and psychedelics, there’s no shortage of volatility and controversy (it’s what keeps us fresh and on our toes). And having worked as a cannabis PR strategist for almost a decade now, I can tell you there’s no industry better suited for crisis communications than cannabis (although no one is immune from a crisis and potential negative press coverage). From testing failures to licensing issues to dangerous customer claims, I’ve seen it all.
When we onboard a new client, one of our first tasks is to help them create a formal cannabis crisis communications plan. To use the old adage - “If you fail to plan, you plan to fail.” And that is especially true when it comes to managing negative publicity.
Transparency is critical when addressing a potential crisis.
I once worked with a client who had their license suspended for some questionable testing practices. Their instinct was to aggressively rebut the claims in the media and attack the licensing body, but we encouraged them to take a step back and have a fresh look at the issue. In this case, we turned opposition into opportunity - an opportunity to educate consumers on how the testing process works and why safety is tantamount for cannabis brands, along with our client’s commitment to enhanced safety protocols. They never had to acknowledge any of the allegations; they simply got out in front of them and began a grassroots safety education campaign. But allegations such as these come down quickly so rather than scramble for a response, have a plan in place to avoid getting behind the proverbial 8-ball.
The first step of any crisis plan - long before there is a crisis - is to have an actual written plan in place so that you can address the issue in a very methodical, thoughtful manner. I recommend working with a crisis communications consultant to at least draft the bones of the plan. Here are some components of a solid crisis communications plan.
First and foremost, honesty and transparency are critical to any response. Most companies are afraid to admit responsibility but with careful planning and professional counsel, there is a nuanced way to address issues in a positive manner. Perhaps the most successful case study in crisis communications was the Tylenol scandal in which the company stepped forward and issued an immediate recall while they investigated. It was their planning and transparency that is credited with saving the company.
Internal communication is one of the most important aspects of a plan. Sending out mixed messages is where many companies get themselves into trouble rather than have a cohesive message. So everyone within the company needs to know the plan. First, we advise all employees that they are prohibited from commenting on the issue inside and outside the organization. Only trained spokespeople should address the topic based on the crisis communications plan. Any early inquiries from the media, brand partners, clients, and customers should be directed to a single executive source.
Develop key messages and talking points. These should be proactive and positive, focused on the core competencies and mission of the company including its history, philosophy, capabilities, successes, etc. Be specific about all aspects of your SOPs. Ensure all internal/external employees are speaking the same language by sharing these talking points, which can also be used to dodge negative questions or comments. Don’t hesitate to actually script out verbiage to provide employees on how they should respond to questions from their stakeholders. But generally, the fewer the people addressing the issue, the better (remember that elementary school telephone game where a message gets convoluted the further down the line it goes?).
What are the tactics you’ll use to share your key messages that communicates your side of the story? If your executives are professionally media trained, you may want to conduct proactive media interviews to address the issue from a company perspective. Social media can also be beneficial in reaching your diverse audiences.
Supporting materials. Put together a one-page fact sheet to dispel any rumors. This information should be very high-level, without addressing any specifics. This document is to be used only if necessary and should be considered highly confidential and only shared with key personnel.
Have a plan in case the media makes contact. Media inquiries should be turned over to a PR and crisis communications professional to determine next steps. The goal is to avoid any coverage at all related to the issue and oftentimes, a PR professional can deflect the interview request. In the event a media interview is unavoidable, identify a trained spokesperson and conduct media training to ensure that all media questions are answered appropriately. My favorite statement to give our clients is, “Let me get back to you on that.”