Do you have a crisis communication plan? Crisis planning is essential for any company or organization – but especially for one providing products or services directly to consumers. With social media, small incidents can go viral, making company reputations one step away from shattering.
Sometimes it’s the response – or lack of response – to a real or perceived problem that causes the crisis. Any delay in responding, or even a tepid response, can add fuel to the fire. It’s important to show concern for those affected – whether they are employees, customers, or bystanders. (Think of what happened to Tony Hayward, former CEO of BP, after his initial response to the Gulf oil spill.)
Having a plan already in place makes damage control much easier. With the understanding that specifics will change with each type of crisis, here is a basic overview of the essential elements of a crisis communication plan:
1. Have a Crisis Communication Team. The team should include key people in the organization who can develop a plan of action and decide on the spokespersons in case of an event. Everyone on the team should have – and regularly update – a management roster with every type of contact information. The crisis team should meet on a regular basis to keep everyone in a state of readiness.
2. Identify Designated Spokespersons. The main spokesperson should always include the CEO or someone of equal authority, plus anyone in a management position in the area where the crisis occurred. All designated spokespersons should have media training with an emphasis on crisis communication. Sending someone in front of a bank of television cameras without this type of preparation can backfire – even with the best of intentions.
3. Establish a System of Communicating with Employees, Clients and Other Stakeholders. The system could include email alerts, an online social network platform for web-based crisis communication or even a special crisis web page.
4. Designate a Media Center. The site for media interviews should be some distance from the crisis communication office, which may be a hub of activity. Depending on the nature of the crisis, policies and procedures should be set for media access to people involved in the crisis.
5. Gather the Facts. As soon as possible, the team should gather all of the facts surrounding the crisis and issue a prepared statement to the media. They should also release new facts as they are confirmed.
6. Establish the Message and Key Talking Points and Prepare the Spokespersons. A crisis situation is stressful; this is not the time to “wing it” with the media. Before doing interviews, spokespersons should be rehearsed on the message, key talking points and questions that could be asked. There will always be information that cannot be rehearsed, but it is important to be as prepared as possible.
7. Monitor Media coverage. Consistently monitor both online and offline media coverage throughout the crisis to make sure your message is being communicated accurately. If not, you may have to adjust your strategy and messaging.Posted by Margot Dimond