It's always interesting to watch how brands deal with a crisis when they arise. As example, JetBlue had their hands full this week with an unfortunate situation at 36k feet. The good news, the brand reacted swiftly and confidently, suggesting they have a well-established crisis response framework in place.
But it seems JetBlue may be in the minority here. There are endless examples of brands seemingly caught completely unprepared for the inevitable. In a study by Burson-Masrsteller, a whopping 79% of business decision makers believe their company will experience a crisis within the next twelve months.
So why then do only 38% of global respondents feel that they are prepared to deal with an emerging crisis through new media?
In our socially-connected world, every customer has a microphone, an audience and an opinion. Brands must be prepared for a potential crisis. In a best-case scenario, crisis planning never sees the light of day. But more often than not, advanced planning can help manage, and often times mitigate, a crisis from causing irreparable damage to your brand.
So what's your level of crisis preparedness?