5 Lessons Entrepreneurs Can Learn About Preparing for Crisis Communications Ubiquitous cell phone cameras mean every embarrassing mistake you or an employee makes is made in public.

By John Pilmer Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

Hinterhaus Productions | Getty Images

In a time where you can pretty much bank on cell phone cameras capturing every moment, it is more important than ever for brands to make smart decisions when it comes to delivering on promises to their customers. Those who don't keep this at the forefront of their public relations strategy will feel the wrath of the YouTube generation.

In 2011, a FedEx driver was filmed throwing a package containing fragile electronics over a private fence instead of delivering it the door. Earlier this year, Uber CEO Travis Kalanick was caught on camera berating one of his drivers, adding to a list of PR missteps for the rideshare company. And most recently, United Airlines came under fire for forcibly removing a passenger from a flight when he refused to be involuntarily bumped -- and you guessed it, the whole thing was caught, in several different angles, on cell phone cameras.

Related: United Airlines Passenger Dragged Off Plane by Airport Employees

There's a lot to be said about crisis communication and the ways United could have better handled their PR in this situation, but at the forefront of this issue are the lessons we can integrate moving forward. In another company's misfortune, savvy entrepreneurs always find a way to capitalize. Here are just a few things that can be gleaned from United's snafu:

1. Hope for the best, but plan for the inevitable worst-case scenario.

No one starts their company hoping that they'll end up on the front page in the worst possible light. But the brands that successfully stay out of the negative limelight have plans in place for when a crisis does happen. In the examples cited above, only FedEX made the most of the situation, immediately reaching out to customers to them know what steps had already been taken and what future changes would be made to ensure the issue is not repeated. As in any situation, the best advice is to be open, honest and proactive.

Related: 4 Ways to Prepare Now so Your Business Survives the Unexpected Later

2. Understanding your customers is the key to a successful business. Always.

In the wake of United's gaffe, Delta Airlines has come out looking like a shining alternative with their advanced polling practice. Here's how it works: Delta asks passengers at check-in what price they'd be willing to give up their seat for. This helps avoid involuntary bumping for customers, and it also makes good economic sense. They can buy back any overbooked seats for the lowest possible amount. That is entrepreneurial thinking.

3. Think digital.

Formal statements released over a wire service need more reinforcement than they did 20 years ago. The most obvious solution to this is social media. Now the most common online activity, social media, has changed the way people think, interact and communicate -- and entrepreneurs should take note. It's important to meet your customers where they are, not talk down to them from a podium. This means engaging on social media, posting to a company blog, sending an email to loyal customers, and coming up with other creative responses that make sense for your market and your brand.

4. Reputation management is worth the investment.

Whether or not you are paying attention, your online footprint cannot be erased. One angry customer with an unflattering photo can wreck havoc on your bottom line simply by posting to major review sites. A small social media brushfire can turn quickly into a raging reputation management inferno. Closely monitoring your online brand and responding to and interacting with consumers consistently will build up loyalty and social capital in a way that can counteract any damage before it even happens.

Related: The Most and Least Trusted Brands Among Small-Business Owners

5. There is room for growth in the transportation industry.

If anything, the recent spotlight on United has shown some holes in the way that overbooking is handled among every major airline. An enterprising individual with a great idea for solving these problems through technology, updated systems, customer communication or another solution that hasn't been thought of yet, will have a captive audience.

John Pilmer

Entrepreneur Consultant, Owner and CEO of PilmerPR

John Pilmer, APR is an award-winning, accredited public relations and marketing communications advisor for emerging sector leaders. His firm, PilmerPR LLC facilitated the launch of 4 startups into the Inc. 500 Fastest Growing Companies in America. He holds an undergraduate degree in Business Management and Marketing from Brigham Young University, as well as an MBA from the University of Utah.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

Astronomer's CEO and HR Chief Were Placed on Leave After the Coldplay Kiss-Cam Scandal. Here's How the Unicorn Tech Company Has Responded.

Astronomer responded after its top leadership went viral during the usually cute "kiss cam" segment of Coldplay's show.

Marketing

Why Top Brands Use Push Notifications to Boost Engagement

Drive conversions and retention with Feedify's powerful push tools.

Science & Technology

5 AI Tools Doing Overtime So You Can Run a Profitable Solo Business (Without Losing Your Mind)

Most entrepreneurs are using AI to save time — but that's not where the real leverage is.

Side Hustle

I Took My Side Hustle Full-Time and Made $222,000 Last Year. Here's How — and Why Sometimes I Work Just 10 Hours a Week.

Carter Osborne launched his side business in 2017 to help with his tuition payments for graduate school.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

The CEO of the World's Most Valuable Company Says This Would Be His College Major in 2025

Nvidia CEO Jensen Huang graduated with a Bachelor's degree in electrical engineering from Oregon State University in 1984, but he would change that major if he were in college today.