subject: Crisis Management: What If It Happens To You Tomorrow? [print this page] Any news that will involve your business is a story. Throngs of media will gather on the scene. A lack of preparation on your behalf can result in publicly humiliating gaffes, distortion of facts and incorrect information. If a disaster strikes in your organisation tomorrow, are you prepared to handle the frenzied media?
What is a crisis?
Any unpredictable, major event or a situation that may put your company's reputation at risk is called a crisis. This one particular event matters because it can make a lasting impression that can hurt your company. Remember the Exxon Valdez incident? Many people still equate Exxon with the oil spill. You would not want that to happen to you.
How to handle a crisis?
Effective communication is the best way to handle a crisis. Making sure everyone knows what has happened and what is being done about it. Who has been affected and what condition they are in. Acknowledging what has happened being transparent and honest is key.
Creating a crisis plan
Every business or company must have a crisis plan as part of their business policy to anticipate possible crisis in their respective industry. This plan must include the following:
Identification of key areas where crisis will mostly occur
Assigning the face of the company or a spokesperson who will face both the media and the internal staff
A list of tasks to be initiated during the crisis
Outline and develop points that can be adjusted as the crisis changes
During the crisis
Always tell the truth no matter what: eventually the media and the masses will find out the truth. Make announcements as quickly as possible.
Show empathy: if there are individuals or groups involved in the crisis show empathy and respect to those concerned as well as to their families
Be available to answer questions but set the ground rules. In other words, control the interview
Maintain internal communication and keep your staff "on the same page" Maintaining a clear communication with your employees especially during high stress situations is very important.
Give special attention to the following:
Your media statements - Who will speak to the press? And who is responsible for approving and releasing statements?
The facts - Always confirm the who, what, when, where and why throughout the event
If travel to the site is necessary, who should do it?
Public relations help offers a range of products that will help you better manage a crisis.
