By: Allison Haworth
In weeks past, there have been many occurrences of crisis communications at play. Debatably one of the most demanding sectors of PR, crisis communications is “the effort taken by a company to communicate with the public and stockholders when an unexpected event occurs that could have a negative impact on the company's reputation” (PR News Online).
Most large companies outsource a PR agency to take care of all their PR needs. In one incident lately, NBC was in dire need of crisis communications for the host of The Today Show, Matt Lauer. After sexual assault allegations unwrapping this past week, the crisis communications team for NBC was hard at work considering Lauer was fired only 24 hours after the discovery of sexual assault accusations. One may think, how does crisis communications have time to alleviate the situation in 24 hours?
A major part of crisis communications entails the reconfiguration of a company's image after a traumatic event has happened. In order to deviate this negative spotlight, crisis communications plans are implemented as soon as possible to recover from the impact.
As for NBC, the termination of Lauer was most likely the first step in getting this out of the news. While there are many hidden steps to recover The Today Show’s reputation, one of the steps was to issue a public apology from Matt Lauer himself; To take responsibility for his actions and show that NBC doesn’t tolerate or value those actions.
In just about any major negative news story, crisis communications departments are quick to react to recover and repair the reputation of the company at risk. Crisis communications is hard work but necessary to keep the negative news stories out of the media.