samedi, décembre 17, 2011 Crisis Communications CorpComms lessons for SMRT from me Before I head into this, I'm prefacing it with: thank you SMRT, for 24 years of generally smooth MRT rides. I'm sorry you're having a quarter-life crisis right now, but rest assured that your customer-base has no one else to turn to for MRT rides, thanks to your monopoly. And we get right into it: Corporate Crisis Communications Lessons for SMRT from me: (1) Get your CEO on social media NOW Then make sure you get someone who knows how to use it to man it for her. Ms SPH's the only one with authority enough to speak for the company, so any utterance from her should carry the weight of the company, and should trump all other rumours etc. This way, people have a focal point for news, and the papers will have something to quote. YES there will be people who will flame, but be a classy girl, ignore the haters for now - you've got a fire to put out! (2) Don't think you can keep office hours during a crisis! http://twitpic.com/7uc0za --> office hours FAIL and http://www.smrt.com.sg/ --> HAPPY WEBSITE FAIL. Get that happy photograph off the front page. When CNN was responding to news updates on 9/11, they wiped their ENTIRE SITE clean of any other news and HTML coded the index page to ensure that they had timely news up online for anyone in the world to view. While train shutdowns aren't on the same scale, for SMRT it was the equivalent, and CorpComms should respond accordingly! (3) Set up trust systems that allow your staff to respond PROMPTLY, even if they don't have full info Many, many people would have been happier had SMRT acknowledged the problem earlier, which could have been managed with a twitter feed along the lines of "we are investigating, we'll have more info soon" - and if SMRT had kept that twitter feed updated every 5 mins with updates, it would have been the PR coup of the year. This is a huge issue for Singaporean firms; we don't trust our people enough (and to be honest, many times there's a reason why). But in order to build a robust, dynamic organisation, you have to start somewhere, and a trusted company spokesperson HAS to be let off the leash to respond promptly; we've seen how brittle SMRT's communication systems is. (4) Say sorry, mean it, show it. Ms. SPH's apology was heartfelt, and calls for her to resign are ridiculous; I'd much rather she fix the issues since she should know them! SMRT does need to apologise for the crazy breakdown in a huge way; I'd say accede to the calls to give one free day of public transport via MRT and buses before the year's out would be a very, very nice gesture of goodwill. Libellés : current affairs, singapore [Crisis Communications CorpComms lessons for SMRT from me] |
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