{"id":1309,"date":"2024-09-25T08:05:26","date_gmt":"2024-09-25T08:05:26","guid":{"rendered":"https:\/\/3aw.com\/como-gestionar-una-crisis"},"modified":"2024-09-25T08:05:26","modified_gmt":"2024-09-25T08:05:26","slug":"como-gestionar-una-crisis","status":"publish","type":"post","link":"https:\/\/3aw.com\/es\/como-gestionar-una-crisis","title":{"rendered":"C\u00f3mo gestionar una crisis: consejos esenciales para proteger la reputaci\u00f3n de tu marca"},"content":{"rendered":"<p><span data-contrast=\"auto\">Prepararse para una crisis es la primera fase de la gesti\u00f3n de crisis. Esto implica observar se\u00f1ales de advertencia tempranas y detectar posibles problemas. Es fundamental tener un plan de comunicaci\u00f3n para lo inesperado\u2014como desastres naturales, fallecimientos repentinos o crisis sanitarias\u2014y para lo esperado\u2014como clientes insatisfechos, comportamientos negativos de empleados o campa\u00f1as en redes sociales adversas.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\"><\/p>\n<p><\/span><span data-contrast=\"auto\">Aunque no se puede predecir cu\u00e1ndo ocurrir\u00e1n estos eventos, puedes elaborar una lista de posibles crisis y desarrollar un plan para cada una. Nos gusta clasificar los ejemplos en:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Nivel 1<\/span><\/b><span data-contrast=\"auto\">: La peor crisis posible.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Nivel 2<\/span><\/b><span data-contrast=\"auto\">: Algo bastante malo, pero manejable.<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Nivel 3<\/span><\/b><span data-contrast=\"auto\">: Es una situaci\u00f3n dif\u00edcil, pero que solo ser\u00e1 complicada por unos d\u00edas mientras trabajamos para volver a la normalidad.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Luego, intentamos anticipar qu\u00e9 podr\u00eda hacer que una crisis de Nivel 3 se convierta en Nivel 2 y una crisis de Nivel 2 se eleve a Nivel 1. En esta fase, es importante ser estrat\u00e9gico y dejar de lado las emociones. Conocer lo que podr\u00eda suceder y c\u00f3mo vas a reaccionar es m\u00e1s de la mitad de la batalla.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Cuando una crisis ocurre, tu manejo de la situaci\u00f3n es crucial. Si has hecho el trabajo de planificar y anticipar una crisis, y est\u00e1s preparado para decir \u201clo siento\u201d mientras conectas personalmente con las personas afectadas, estar\u00e1s en una buena posici\u00f3n para avanzar hacia la recuperaci\u00f3n. Por ejemplo, cuando <\/span><b><span data-contrast=\"auto\">Volkswagen<\/span><\/b><span data-contrast=\"auto\"> enfrent\u00f3 el esc\u00e1ndalo de las emisiones en 2015, la empresa actu\u00f3 r\u00e1pidamente para abordar el problema. El CEO de Volkswagen, Matthias M\u00fcller, se disculp\u00f3 p\u00fablicamente y la empresa implement\u00f3 un plan de compensaci\u00f3n para los clientes afectados, adem\u00e1s de tomar medidas para corregir los problemas t\u00e9cnicos y mejorar la transparencia. Esta respuesta no solo ayud\u00f3 a mitigar el da\u00f1o a la reputaci\u00f3n de la marca, sino que tambi\u00e9n permiti\u00f3 a Volkswagen empezar a reconstruir la confianza con sus clientes.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">En la gesti\u00f3n de crisis, hay tres principios clave que debes tener en cuenta:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ol>\n<li data-leveltext=\"%1.\" data-font=\"\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Decir \u201clo siento\u201d (y hacerlo con sinceridad)<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\n<p><\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Conectar personalmente: estrechar manos y mostrar empat\u00eda<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\n<p><\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Avanzar hacia la recuperaci\u00f3n<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ol>\n<p><span data-contrast=\"auto\">Si te concentras en estos tres aspectos, podr\u00e1s enfrentar y superar cualquier crisis de manera efectiva.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prepararse para una crisis es la primera fase de la gesti\u00f3n de crisis. Esto implica observar se\u00f1ales de advertencia tempranas y detectar posibles problemas. Es&hellip;<\/p>\n","protected":false},"author":9,"featured_media":1310,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[317],"tags":[285,289,19,51,86,297,291,298,292,228,282,296,286,287,288,300,179,283,290,293,295,299,284,246,294],"class_list":["post-1309","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-relaciones-publicas-rrpp","tag-advertencia","tag-anticipacion","tag-clientes","tag-comunicacion","tag-crisis","tag-crisis-corporativa","tag-disculpa","tag-ejemplos","tag-empatia","tag-estrategia","tag-gestion","tag-manejo","tag-nivel-1","tag-nivel-2","tag-nivel-3","tag-planificacion","tag-planificar","tag-preparacion","tag-reaccion","tag-recuperacion","tag-reputacion","tag-riesgos","tag-senales","tag-transparencia","tag-volkswagen"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/posts\/1309","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/comments?post=1309"}],"version-history":[{"count":0,"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/posts\/1309\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/media\/1310"}],"wp:attachment":[{"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/media?parent=1309"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/categories?post=1309"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/3aw.com\/es\/wp-json\/wp\/v2\/tags?post=1309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}