A company’s response to a crisis will affect its reputation and can cause irreparable harm. The following ten steps, taken from a presentation I did for the Legal Marketing Association, Orlando City Group, should help you begin preparing a crisis communications plan. Just remember that anything that even remotely resembles a cover-up will backfire and is certain to destroy a solid reputation. Transparency is the word. The first eight steps are meant to be completed long before a crisis erupts.
1. Establish Company’s Crisis Management Approach Your company’s approach should be derived from its vision and values. Decide up front what you will protect – the company’s reputation? the brand name? current management?
2. Establish Relationships and Build Your Reputation Know that it will be too late to begin establishing relationships and credibility with key stakeholders and media once a situation arises. Companies need to continually work at building a solid reputation which will help it to weather a crisis should the need arise. Another thing you’ll want to remember is to share the details of your emergency plan with local emergency response and law enforcement authorities.
3. Identify a Crisis Communications Team The team should include the CEO, the firm’s chief communications or public relations executive, legal counsel, and management from other offices and divisions, including HR, finance and operations.
4. Identify and Train Spokespersons Know that you’ll need people not only for media, but also to speak to external and internal audiences – on camera and off. Training is critical – make sure your spokespersons are prepared to respond and are equipped with the information that needs to be conveyed. The authority to speak for the company to media representatives should be vested with a single individual.
5. Establish Communications Systems Know who your stakeholders are – employees, investors, board members, vendors, clients, regulators and government officials, others – then establish methods to rapidly reach these stakeholders during a crisis. Consider audio and visual messages sent through e-mail and cell phones – use social media such as Twitter if your audience is there. Pre-purchase blocks of radio time and set up a dark Web site. Establish a database and consider automatic systems that allow stakeholders to confirm receipt of a message.
6. Set Up Central Information Management Center This may be a conference room that is already wired for the technologies you will employ – phone lines, computer modems with access to needed databanks, video conferencing, satellite television, radio, etc. All the other things you’ll need should also be stored in the center – stakeholder lists and emergency numbers, stationery items and a packed bag ready to travel with needed supplies, including a laptop loaded with prepared statements. You will need two sets … one always kept off property. Consider the possibility that you will need an offsite central information management center.
7. Prepare Holding Statements and Advance Materials These are messages designed for immediate use once a crisis emerges – generic, positive information about the company, as well as a press release stating that you don’t yet have all the details, promising to provide information as soon as feasible.
8. Perform a Risk Audit Knowing your risks and proactively preparing is essential. Once you perform a risk audit, you can anticipate crisis situations in order to prepare possible responses. But even more important, this will give you an opportunity to avoid a crisis by implementing necessary operational changes. You might also consider holding an annual mock crisis exercise that involves all necessary decision makers.
9. When a Crisis Hits – Assess the Situation, Then … Always put the safety of people first. Prepare to answer tough questions. Tell what you know, when you know it – apologize if you are in the wrong and promise to implement corrections.
10. Managing the Crisis Using holding statements as a starting point, then develop situation-specific messages – two to three main points. Finalize internal and external communications, including press releases and Web content. Provide regular, honest feedback to stakeholders, monitor news coverage and inquiries, and of utmost importance … be accessible.
