For a lot of companies in iGaming, crisis management is a subject they avoid talking about. In an industry so reliant on reputation and trust, companies like to operate on a strictly need-to-know basis, and this is often extended to their PR agencies. This can often lead to trouble. When a situation does escalate, and a business finally decides to ring their PR company, everyone is left scrambling. Sarah Blackburn, Director at GameOn, explains more.
Here’s how we see it: if you are treating your PR company like an emergency service rather than a partner, then you are misunderstanding what crisis management means. When you clue your PR company in on potential crises and provide them with context and insights into your decision-making processes, you are making your own life a lot easier.
When you sign a deal with a PR company, you are already under an NDA. They are legally bound to confidentiality, yet we find time and time again that companies still operate as though sharing a problem with their PR company is a liability, not an asset.
The iGaming industry arguably feels like this more than most. Regulatory scrutiny, an extremely competitive environment, and reputational sensitivity often create an environment where companies want to act with caution. A slip-up in iGaming can often have disastrous consequences.
However, this caution can be extremely costly. When your PR team learns about a potential crisis at the last minute, they are left desperately trying to piece together a response, often without full context or an understanding of the situation. Being proactive, rather than reactive, with your crisis management can help navigate this.
Get ahead of the problem
In our experience, the most effective crisis communications happen long before a crisis fully materializes. Keeping your PR company in the loop about potential issues, whether it’s licensing, a product launch gone wrong, or an internal change, can help them prepare for possible outcomes.
This doesn’t mean creating statements for every possible fire that might need putting out; it means having your PR team understand your risk landscape so they can monitor any potential issues before they escalate. Keeping them informed of decision-making processes and asking for their advice on decisions and potential scenarios is going to be a big positive for everyone. PR agencies are meant to be a strategic council, and you should take advantage of that.
You should view your PR company like your legal team. You wouldn’t wait until you’re in court to get legal advice, would you? The same logic should be applied to your communications strategy as is applied to your legal one. Your PR company can provide valuable insights, bring industry experience and intelligence, as well as expertise in risk management.
The importance of this in iGaming cannot be understated. Regulatory shifts and market sentiment can change rapidly and having a team of experts with their fingers on the pulse to help you navigate this can be invaluable.
Build a strong relationship
This kind of relationship is not something that will grow overnight. As the title says, view your PR company as you would your therapist. Opening up and sharing information you are concerned about might be daunting at first, but once you put that trust in a PR team, you will see a positive change in results.
There are several steps a company can take to help grow that relationship. Schedule regular catchups that are not just about campaign updates or press releases, invite a representative from the PR team to be a part of meetings, and copy a member of the team into internal communications.
Making these changes can be crucial in the event of an emergency. Having the full support of a clued-up PR team that already understands your business and the situation can get you out of a sticky situation. The last thing you need is communication concerns when you are already in the thick of a crisis.
Keeping your PR representative in the loop is always going to be the best way forward, and, like your therapist, they are always there if you need to share anything. No judgment. We promise.
