Crisis Communications

(Cont'd)

...where is the quote from the company spokesperson and did they have a plan in place before this happened?

Putting the plan in place DURING the crisis doesn’t count (in fact you get demerits for that). It must be done before anything negative happens. If you don’t have a plan, what are you waiting for? Do it now. Preparation can save you lots of heartache and embarrassment in the future. It can even save your job. If you need help with developing a strategy for crisis communications and media training, call me.

Here are 5 tips prepare a plan prior to the crisis:

1 -		Designate one person who will be the face and voice of your organization. I recommend this person either be the president or executive director of your organization or a professional PR person. He should be an excellent communicator who can remain calm under pressure.
2 -		Assemble a support team. These individuals will be the behind the scenes folks who can help to provide expertise and input. Your team may include the company’s attorney, human resources person, and one or two others in management positions you thoroughly know your organization. Remember there’s no time clock for a crisis. It may happen on Sunday afternoon at 3 while you’re watching football or Thursday at 2 a.m. when you’re sound asleep. Be ready to spring into action.
3 -		Decipher information. Develop a checklist so you will know in advance who you will go to in order to gather and understand the details of what has happened. Be sure you realize the nature of the crisis, how and where it began, why and when it happened, the current status, the possibility of changes as things may unfold, when it may be resolved, and if the appropriate authorities or regulators have been notified. Above all, you must determine if there is an impact on the community?
4 -		Understand the timeliness of your response. Being proactive means you may have a template statement of 3-6 sentences that can be quickly changed in a moment’s notice and given to reporters. This brief statement can be used with a press release to provide information to the media. Your goal should be to contact the press before they call you to break the news that there was a murder at the bowling alley you own or an employee whistleblower scandal in your finance department.
5 -		Review and update your plan periodically. Staff changes, company growth and other issues may significantly impact your crisis communications strategy. Dust off your file every so often. Make sure the new CEO or PR person has the right training and interview skills to deal with a crisis. Meet with the attorney as well to make sure you both understand the language that needs to be used in press interviews and statements.

Remember the 5 P’s: Proper Preparation Prevents Poor Performance.

Susan Young and Get In Front Communications successfully helps businesses, non-profits and professional trade associations to increase their publicity, name recognition and revenues. Call (210) 375-6422, or visit www.getinfrontcommunications.com.

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