Issue/Crisis/Strategic Counsel
During the most challenging and sensitive business circumstances, how a company
responds often governs the extent of damage to its reputation. Mercury has
managed dozens of crisis situations in a variety of industries and knows that
a successful campaign is based on transparency, speed and honesty. If possible,
planning strategies to manage difficult situations ahead of time will significantly
facilitate a successful resolution.
The first step begins with three simple questions – Where are we now?
Where do we want to go? How will we get there? The answers to these questions
guide our team in developing a shared mission, setting objectives and executing
the appropriate tactics. Our strategies are crafted to evolve with political
and regulatory changes, effects of competitors and critics and changes in
market conditions. While every situation has its own set of facts and tactics,
the key elements of managing a crisis are the same:
¬ A unified message
and strategy with a specific business objective and timeline for success.
¬ Full disclosure
of the known and confirmed facts.
¬ Aggressiveness,
speed and credible fact to dispute inaccuracies and contain efforts by opponents to
take advantage of
vulnerabilities.
¬ Overcommunication
to all key audiences, including customers, employees, the local community,
media and government.
¬ Message Discipline