Retail surgery: How should we communicate with customers locally when there is an incident in one of our stores, for instance a flood or a serious crime takes place?

Paramount to navigating any public-facing incident in retail is an approved, road-tested and ready-to-roll crisis communications plan.

PR agency Kavanagh Communications associate director Rachel Taylor says it is important to remember that “it’s not the incident itself that impacts brand reputation, but how you handle it.”

She adds: “Agree what to say to whom, and when, and plan the most effective communications channels to reach the pre-identified audiences and stakeholders. Also ensure you have at the ready a set of pre-agreed statements and messages for each stage of a crisis cycle: 1. Confirm the incident and its status 2. Update on progress and customer implications 3. Confirm when the incident is over.”

Decide in advance whether communications will come from head office, the local store manager or third parties such as the local police. The emergency services will need to take the lead if it’s a criminal investigation or to guarantee public safety. Your role in this situation is to reassure customers and endorse their statement as opposed to creating your own.

She concludes: “Throughout the process, it’s imperative to keep staff members and other relevant personnel informed, such as a shopping centre’s management team, to ensure they are aligned with your messaging. Remember these individuals are members of the local community too and will be active ambassadors for you outside of working hours.”