Proactive Crisis Communications Plans Required in Changing Media Landscape
Crisis communications is one part of the overall communications and public relations strategy that tends to be put on the back burner. After all, most people don’t like to think about a problem that hasn’t happened. But effective PR requires us to be proactive.
Don’t wait for a disaster to hit—it’s critical that your top leaders are prepared and coached with a crisis communications plan in place before the emergency strikes. The onslaught of social media and breaking news on the Internet by citizen bloggers and “journalist wanna-be’s” is forcing us to be proactive. Preparation can save your job, organization and reputation. Many organizations have been wiped out because they failed to effectively manage an emergency.
Consider this: Dozens of your employees become sick after eating tainted food in the company cafeteria. A former disgruntled employee returns to your office and takes a hostage (or worse). A car crashes into your building leaving people badly injured. These scenarios can unfold at 2:00 on Wednesday afternoon or 2:00 on Saturday morning. This is not made up –it’s reality! Would you be able to respond and recover?
Virtually every story I see in the media where one of these situations has taken place, someone is interviewed and says, “We never thought it would happen here.” Think again.
Here are 5 tips prepare a plan prior to the crisis:
1- Designate two people who will be the face and voice of your organization. It should be the president or executive director, and a senior manager as a back-up. These individuals should be excellent communicators who are readily available and can remain calm under pressure.
2- Assemble a support team. This group will be your behind-the-scenes team who can help to provide expertise and input. It may include your PR director, an attorney, human resources person, and a trusted manager who thoroughly knows your organization. Everyone must be ready to spring into action.
3- Decipher information. Develop a checklist so everyone knows their responsibilities and is comfortable in their roles. You must gather and understand the details and scope of your situation, how it is unfolding, how it can be resolved and the impact on the community.
4- Understand the timeliness of your response. Prepare a template statement of 3-6 sentences that can quickly be changed in a moment’s notice to fit a specific situation. This can be ready-made for reporters. Your goal should be to contact the press before they find you. You must say something. “No comment” =guilty.
5- Review and update your plan. Staff changes, growth and other issues may significantly impact your crisis communications strategy. Dust off your file every few months. Make sure the new CEO or PR person has the right training and interview skills to deal with a crisis. Meet with your attorney as well to make sure you both understand the language that needs to be used with the media.
Remember the 5 P’s: Proper Preparation Prevents Poor Performance.
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