Crisis can expose defects. When a storm breaks out, it can turn up all sorts of things that until then had been out sight. When crisis hits, the communications department usually will have its hands full. Though this may not seem the time to worry about image defects, a crisis is actually as good a moment as any to take care of them. After all, if the world is watching you, at least it will tend to listen more closely to what you have to say. In a crisis, the communications department needs to keep an eye on the way it would want the public to see the company. Was it being successful lately? Was it successful merely in terms of sales and profits? Where was it creating value for the community? And what are its prospects for the years ahead? Is it possible the crisis actually resulted from the company going through a change, and a change that might make it more beneficial for society?

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