Crisis Communications Essentials
Planning for a Crisis
“We weren’t prepared” typically accompanies the hand-wringing when companies, who failed to plan ahead, stagger through the wake of a crisis. While a crisis is a low probability event, it has a high impact that can threaten the viability and hard-earned reputation of a company. Preparing for the unthinkable has several basic steps:
• Recruit a crisis management team – one that includes leadership from critical departments, including communications.
• Have the team identify what can go wrong, the viability of each threat and the potential visibility.
• Rank which vulnerabilities are most urgent and most likely and prioritize accordingly.
• Develop crisis scenarios with questions, answers, responsibilities and action plans. This forms the foundation of your crisis plan.
Managing a Crisis
When a crisis hits, focus on two primary tasks:
• What to do: Break out the crisis plan. Centralize the gathering and dissemination of information. Ensure employees are kept informed and understand clear protocols for directing all inquiries to the crisis management team. Minutes and hours matter. It is imperative that accurate information, not rumor or speculation, is disseminated. One person should speak for the company after consulting with the crisis management team.
• What to say: Consult with the crisis management team, anticipate questions that will be asked and develop responses based on the facts that are known. Don’t speculate or respond to questions designed to solicit speculation. Avoid “no comment.” If you can’t speak “on the record,” explain to reporters why and follow up with them when the information becomes available. Minutes and hours count. If you don’t respond to the media, it creates an environment in which the media will tell your story without the benefit of all the facts. Avoid inaccessibility and emphasize clear communications.
Afterward, have the crisis management team meet to evaluate how the crisis plan worked and how it can be improved. Engaging your communications partner in the development, deployment and evaluation process will always ensure a better outcome.
For assistance with your crisis communications planning, contact Casey Communications VP Kenn Entringer.
