Sharon Williams shares her insights on the Dos and Don’ts of crisis communications

Sharon Williams reflects on the vital role of leaders during a crisis, and draws from her extensive experience in crisis management, she emphasises that while companies often take the blame, individual accountability is crucial. Every employee should recognise their role in safeguarding the company's reputation, as a crisis can affect everything from revenue to public perception.

Sharon stresses the importance of managing one’s personal brand, likening reputation to a bucket that can be filled with positive attributes. When crises arise, a well-established reputation can help mitigate damage. She advocates for a strategic approach rather than self-promotion, highlighting that consistency in one’s image builds trust.

Citing recent corporate crises, she notes that poor decision-making often leads to blame on the brand. Key mistakes include slow responses, denial, and deception. To prepare for crises, Williams recommends creating scenario plans, training teams, assigning responsibilities, and continuously testing these plans. She urges leaders to learn from past crises, maintain readiness, and adapt as needed.

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