While 71% of your industry is focused on preventative maintenance according to a state of the industry report, 100% of your industry should be utilizing manufacturing public relations to prepare for potential a crisis. While you’re focusing on being proactive with preventative maintenance to ensure a product goes out on time, what happens if that product malfunctions while in use out in the real world?
While it’s rare, a crisis, can happen to any brand. Sometimes, it’s completely out of your control and there’s nothing you could’ve done about it. Regardless, a manufacturing public relations team will have you prepared with a spokesperson, media training and a plan of action.
Spokesperson
When a crisis happens, there will need to be a spokesperson ready and available to put out a statement or take on interviews. There can be multiple spokespersons as well. Here are three to consider:
- The CEO or another high-ranking employee – The CEO should always be prepared to be the first voice and face people see in a situation.
- PR Specialist – In some situations, an experienced PR specialist can be a spokesperson to help communicate your message out to the media.
- Subject matter experts – Other experts within your organization who are selected ahead of time. Perhaps someone with advanced knowledge of a product or operations.
Regardless of whom you choose, it’s imperative that they’re media trained. 
Media Training
An experienced manufacturing PR team will provide your team with the proper training to be prepared for any scenario. The right PR team will put you through real interview situations to sharpen your skills, help you understand how to ensure your message is heard and help you control the message.
Much like your maintenance team keeping your machines up and running, media training is something that needs to consistently be practiced for your to stay sharp when the crisis comes.
Plan of action
An experienced PR team will help you come up with a plan. X occurs. Who do we call first? Does this crisis meet the criteria for a public statement? Should we let it pass? By partnering with a PR team, you’ll have a detailed plan to help guide you through the stressful situation. The last thing you need in a crisis, is no plan of attack.
If you’re ready to be proactive, contact Ripley PR online or at 865-977-1973
