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Manejo de la comunicación durante una crisis de imagen

| Martes 8 de Enero, 2019

 

En enero de 2013, un centro comercial se vio envuelto en una polémica cuando un agente de seguridad le prohibió a una mujer dar de pecho a su hijo, esto provocó críticas en redes sociales, consultas de los medios de comunicación y hasta una “mamatón” en el área de comidas como señal de protesta.

El año pasado, una cadena de restaurantes publicó en redes sociales una imagen en la cual, en teoría, solicitaban personal. Sin embargo, utilizó una caricatura de Oscar Ramírez, ex técnico de la Selección Nacional y quien no tuvo buen suceso en el Mundial de Rusia 2018; en lugar de requisitos, las características hacían alusión a las características de dicho entrenador en forma de burla, lo que provocó que las personas comenzaron a criticar la imagen, dejaron mensajes en el perfil de la compañía, que al final debió borrar la imagen y disculparse con Ramírez.

Estos son apenas dos de los casos de crisis de imagen, quizá uno de los momentos más temidos por las empresas y por los equipos de comunicación, cuya función es precisamente prevenirlas, pero ¿qué es exactamente una crisis de imagen?

Según Edgar Delgado Montoya, Reputation Leader de CCK Centroamérica, la crisis de imagen es un evento que genera convulsión interna y cobertura negativa por parte de los medios de comunicación, tradicionales o digitales, que puede dañar la reputación o, incluso, afectar la viabilidad de una empresa, institución u organización.

Son muchas las razones por las cuales se puede desatar una crisis, en especial en estos tiempos de web 2.0 y noticias falsas donde las personas ni siquiera se detienen a revisar el material que comparten ni mucho menos conocer el otro lado de la historia y juran que todo lo que está en la red es cierto.

 

Frente a frente

De acuerdo con Carol Cordero Infante, socia directora de Imacorpo Asesores, la crisis se puede desatar por causas externas o fuera del control de una empresa, como desastre natural o bien por sus colaboradores o incluso por el tipo de negocio.

¿Cómo actuar cuando la tenemos en frente?, Delgado aseguró que hay tres fases claramente definidas: prevención, preparación y manejo.

En las etapas de prevención y preparación es importante hacer un diagnóstico de vulnerabilidades (internas y externas) de la compañía, tener listo un manual de atención de crisis, que incluya: escenarios críticos, mensajes de contención, voceros por escenario y realizar un entrenamiento o simulación de crisis para ver la capacidad de respuesta de los líderes de la organización. Una buena ejecución de estas dos primeras etapas asegura un buen manejo del tema crítico en el momento en que se presente.

“Creo que no hay una fórmula para todo; sin embargo hay varias cosas que se pueden tener como básicas: tener un comité, hacer un mapeo de los posibles factores de crisis que pueda tener la empresa. Cuando surja la crisis, buscar la información que se le puede brindar tanto a los colaboradores, como la prensa y la comunidad en donde se les pueda hacer ver que ya se está trabajando en solucionar lo que la está provocando”, expresó Cordero.

 

Errores en el manejo

Así como hay organizaciones cuyos temas son críticos, como los ministerios, hay otras compañías que pocas veces pueden verse en el ojo de la tormenta, es por ello que tanto el manual de crisis como la capacitación de voceros de la que hablan ambos entrevistados es vital, ya que, si el entrenamiento se realiza de la mejor manera, el mismo equipo de comunicación puede detectar quiénes son los ejecutivos que se desempeñan mejor ante una situación de estrés.

Quizá el error principal que se puede cometer es ignorar la crisis, en especial si se está desarrollando en redes sociales. Otra gran equivocación es no contenerla a tiempo y no estar preparados para manejarla.

“El tercer gran error es no dar información a tiempo, mentir o manipular la información que se gira a los públicos de interés, incluida la prensa, pues esto más bien puede generar que la crisis se salga de control. De hecho, en CCK siempre le recordamos a nuestros clientes que las personas perdonan un error, más no una mentira ni que las ignoren”, declaró Delgado.

 

Prevención

Una parte muy importante de las herramientas del equipo de comunicación es el manual de crisis, ahí están identificadas las posibles situaciones que pueden generar una crisis, por lo que se recomienda revisarlo de manera constante, incluso actualizarlo cada año y hasta tener un apartado especial para las crisis en redes sociales.

El monitoreo de los medios de comunicación y de los perfiles es vital para localizar posibles focos y atacarlos a tiempo.

 

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