The friends and relationships needed during a PR crisis often are far different from the partnerships you focus on when operating at normal times.
Often, the individuals and institutions that are best positioned to provide support when you have problems are quite different from those you and your company engage with on a day-to-day basis
They may even be those that are more critical than your traditional partners. Sometimes they are adversarial voices. Regardless, it’s important to build alliances with them ahead of time.
The problem is most companies not only fail to build those bridges, but they also do not even know who these entities are or where to start.
One place to begin: assess who and what are the most influential people and groups on those issues where you are most vulnerable. Here is the key: don’t just look at those that are most well-established. Instead, consider the agitators and entities, experts who are willing to be more outspoken.
You want to have relationships with those who can be most impactful in the early stages of a crisis. In many cases, we know larger organizations can be slow and more reluctant to engage, especially with a company that has come under criticism.
Look at Smaller Groups
On the other hand, smaller groups may be more open to a partnership. Consider engaging with them genuinely and learning about their work.
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