Crisis management is nothing new – but it has evolved. Each month, we’ll be delving into history and asking you to apply modern day communications wisdom to an olden day crisis:

Faced with the patriotic fervour whipped up by Sir William Wallace, King Edward of England faces a battle to retain control of Southern Scotland. How can he win the hearts and minds of the Scots to avoid a bloody uprising? Keir Bosley, account director, CHA
“King Edward faces a tough challenge to his authority in the face of Wallace’s inspiring rival. With such an engaging leader persuading the Southern Scots to rebel, my advice would be to counter his rhetoric with communication around cold, hard practicalities that may be more persuasive than emotive words. What are the benefits – financial or protective – the English King can bring to the 14th century locals that may make them think twice about jumping ship?

Life in rural Scotland was less than easy. Winning over a few of the more vociferous doubters with some face-to-face meetings and surprisingly generous offers will help reach the frontline rebels. This is a battle many employers are facing as we emerge from the recession, and those who have clung onto jobs during dark times prepare to leave. If King Edward has treated them badly or ignored them he may find that no amount of persuasive argument will help.”

Andrew Bentham, Mandate Communications
“A crisis usually comes out of left field, but with the right channels in place they can be averted.

In this respect, we can safely say King Edward wasn’t surrounded by the best comms experts, who, had they been advising well, would have set up clear communications platform long before Wallace took centre stage. An online podium for people to voice their feelings and concerns, regular focus groups to engage with stakeholders and transparency (of motive and message) to avoid disaster before it begins.

As many corporations who are cut off from their stakeholders find out, allowing resentment to breed can have an incredibly damaging effect that can quickly spiral out of control, permanently damaging the business, profile or indeed, the crown. Wallace personifies how corporations view the rogue blogger; dangerous, damaging and very hard to control.

The lesson that King Edward (never) learnt is that these problems need to be dealt with before they occur. A clear communication platform, two-way conversations and listening to concerns as well as implementing change, goes a long way to taking the wind out of the sails.

Nick Ford, PTP
“The King should also try to form a crack in Wallace’s ‘man of the people’ brand. ‘Sir’ William was a knight of the realm and a wealthy landowner, hardly representative of the workaday Scotsmen willing to lay down their lives. A subtle comms campaign could spread doubt as to whether Wallace – for all his rhetoric – was really representative and the man to lead them to the promised land.

In today’s politics, he’d have gone to town on Braveheart’s cosmetic appeal. The face paint says style over substance. The recasting of himself as a normal soldier is a masterclass is image control. And the exhortations on the battle field are little more than hot air. It wouldn’t take much to accuse Wallace of spin.

At the same time, he should have looked at his own PR – reminding the unruly natives that he is, if nothing else, a man of substance. South of the border, he had proven to be an efficient moderniser, effecting huge steps forward in law and administration. Just think what I could do with Scotland, he’d say. A future of peace and prosperity as long as they tow the line. What’s so good about freedom anyway?”