The ten most dangerous crisis triggers in PR
Corporate crises are most likely to arise when mistakes are covered up. Often, inappropriate behavior by top management also leads to a crisis. This is the conclusion reached by the latest PR Trend Monitor from News Aktuell and Faktenkontor.
According to the PR Trendmonitor, well over half of PR professionals believe that concealing mistakes backfires (58 percent). A good third of respondents attribute crises to the personal misconduct or failure of their bosses (40 and 35 percent, respectively).
On the other hand, one in five communications professionals fear the negative impact of a social media shitstorm or false reports (20 and 19 percent respectively). Poor service and poor working conditions also cause concern among respondents: one in ten sees these as dangerous triggers for communications crises (12 and 11 percent respectively).
The ten most dangerous crisis triggers in PR:
- Cover up errors (58%)
- Personal misconduct of top management (40%)
- Top Management Failure (35%)
- Compliance Issues (28%)
- Social Media Shitstorm (20%)
- False reports (19%)
- Defective products (16%)
- Prosecutorial Investigations (13%)
- Poor service (12%)
- Poor working conditions (11%)
In the PR Trendmonitor, Dpa subsidiary News Aktuell and Faktenkontor asked 130 Swiss PR specialists and managers what the most dangerous triggers for communication crises are.
