If it went all wrong

In class we have been learning a lot about streamlining communications in times of crisis, so I ended up trying to imagine the different bad scenarios that HarperCollins could experience if it failed to follow proper communications procedures.
First, I should list three of the crisis rules of communication with which we have been dealing all semester.
1. Appoint a single company spokesman
2. Craft company message theme and stick to it!
3. Never say “no comment”
These rules are fairly common-sense measures that a company can undertake during crisis times, but how would the failure to use these guidelines hurt HarperCollins?

If the company relaxed its communications policy during a crisis, it would have the possibility of causing untold damage to the publisher’s financials and reputation. Without one unified company voice, various HarperCollins management people (who each would be receiving media inquiries) might confuse facts, misspeak or misrepresent the company to the media. Or, worse yet, lower-level employees might speak, blog or tweet inaccurate or confidential company information. This could lead to lawsuits, author-dissatisfaction and acquisitions-flight. All terrible possible outcomes.

If HarperCollins did not first form a cohesive and comprehensive company position prior to going public on a crisis issue, more havoc would reign. Without a unified, approved company message, a spokesman might give contradictory statements as a result of confusion, forgetfulness or even wavering confidence. This can easily lead to a great deal of public doubt in the management of the company. Though HarperCollins is not, itself, a publicly traded entity, this type of public distrust may even have implications on News Corp. share price.

Lastly, if a HarperCollins spokesman answered media questions with the “no comment” response, it might send the wrong message. In today’s culture, “no comment” is synonymous with corporate cover-up and tactful maneuvering. Instead, the spokesman should be as honest as possible and promise to find the answers to questions that he or she is not able to answer immediately.

These are just some of the possible scenarios that could result if HarperCollins does not follow proper crisis communications procedures. I think that its sterling reputation probably suggests that when crisis arises, the folks communicating on behalf of HarperCollins know what they’re doing.