INTRODUCTION
As mentioned in a previous blog post, when developers propose new developments, including commercial, mixed-use or residential, they require immense public relations efforts. PR also is needed when a crisis or incident occurs, as it can help to preserve your brand, reputation and ability to win future projects.
Here are two examples of how developers handled crisis communications and PR for their developments:
BE PROACTIVE IN THE PROCESS
In general, your goals in crisis management should be keeping your development company’s reputation intact and preventing the situation from getting worse than it already is. One way to do this is to be as transparent as possible during a crisis or incident, meaning you should explain what you know and don’t know and document what steps you’re taking to rectify the situation.
In 2016, old bones and gravestones were unexpectedly dug up in Philadelphia by a contractor. After an anonymous caller informed the police, other city officials and historical organizations were contacted. All agencies involved said there was nothing they could do as they lacked jurisdiction, so the developers continued to dig. This upset many people, with one saying “they are still actively desecrating this cemetery, this historic cemetery and nobody seems to care.”
In this example, rather than continuing to dig, the developer should have temporarily halted the project and issued a statement to the effect of: “During the construction of [name of project], we came across ancient bones. Out of respect, we will pause the project and work with city officials to figure out how to move forward.”
SHOW CONCERN TO THE VICTIM
Worse-case scenarios can happen, including natural disasters, machine breakdowns and even death. In the case of the latter, a developer’s main goal should be to show concern and empathy to the victim(s). Remember, you are not the victim.
In early 2018, a construction worker died after a column fell and hit him in the head at a housing project site in Billings, Mont. The construction company took appropriate action by sending an email later in the evening to the staff informing them of what happened and creating a post on Facebook. It would not have been appropriate for the developer to intercede and force the construction company to resume work immediately.
Make sure you show sensitivity in your comments, which should be made within 24 hours of the crisis. The faster your development company acknowledges the situation, takes responsibility and/or apologizes (if applicable) for any wrongdoing, the better.