Communications crises are like housefires–most of us will thankfully, never experience one firsthand. But for those who do, it is a terrifying experience that can have ruinous consequences.
If you’re like most pawnbrokers, you’ve not gone through anything like this before, and you probably haven’t given the possibility much thought. However, the fact is that any small business owner can experience a communications crisis, and pawnshops, who often deal in gold, cash, and firearms, are particularly susceptible.
If you’re like most pawnbrokers, you’ve not gone through anything like this before, and you probably haven’t given the possibility much thought. However, the fact is that any small business owner can experience a communications crisis, and pawnshops, who often deal in gold, cash, and firearms, are particularly susceptible.
Here are three of the most important things that you need to consider in the unlikely but potentially ruinous instance that you have a communications crisis:
STEP ONE: Take control of the situation as best you are able. When a crisis strikes, take a moment to collect yourself. Emergencies are, by their very definition, a very emotional situation. You will likely be unable to think clearly in the moment. That’s why planning ahead is so critical. Appoint someone as the point person for communications and make the chain of command known to your entire team. This person may or may not be the individual who will appear on camera if that becomes necessary, more about that in a moment. Their primary role is to make sure that they take over access to the social media accounts, stop any automated messages that may have been scheduled, etc.
STEP TWO: Issue a hold statement. And nothing more. A hold statement is a lot like what it sounds like it is–it’s a statement that acknowledges what’s going on but doesn’t attempt to explain, apologize, blame, or otherwise provide any details. You merely state the facts of the situation, being truthful but brief. Remember, there’s a difference between truthfulness and full disclosure. Once you’ve done that, be quiet. The only thing that you should do with comments on social media pages at that point is to hide the negative ones.
Because now you need to take the third step.
STEP THREE: Lean in to your customers, employees, and stakeholders. First, teach your team one simple phrase: “I am not authorized to speak on behalf of my employer” that’s it. That’s all they’re allowed to say. Let them know who is authorized to speak on behalf of your brand and remind them of this phrase. If a reporter asks them seven questions, then they’ll say it seven times.
Pawnbrokers are accustomed to being responsive to their social media followers and others. During a crisis, however, you need to put on your blinders and focus only on making sure that your existing customers understand whether or not they are impacted by the situation and what you plan to do about it. Give yourself permission not to post, knowing that it is better to be slow and accurate than fast and confusing during a crisis.
Hopefully, you’ll be able to avoid a communications crisis in your pawnshop. Should you find yourself in the midst of a media challenge and need help from a seasoned communications professional who’s worked extensively in the pawn industry, however, please feel free to reach out to Cyndee Harrison at 313-410-2343. Text or call any time!
