Crisis communication: Do you have a plan?
Crisis Communications. What exactly is it? In a nut shell, it’s an event that occurs affecting your company or organization in a negative way. It doesn’t necessarily have to be dramatic or traumatic, but it can be. And most importantly, it must be dealt with, if not immediately, then definitely in a timely manner.
Most companies have, or should have, a crisis communications plan in place for such times. It may involve bringing in an outside company to assist with developing or delivering the outgoing message. It could be an in-house communications director or Public Information Officer who will represent the company on camera or in print. But it is vital that “communication” be the focus of the actions regardless if the event is big or small.
Most recently in my hometown, a horrific accident involving three teen-agers occurred. Two were killed and one was critically injured. Within a short amount of time, local police, emergency responders, and state police issued pertinent information concerning road closures, life flight, etc., to ensure the safety of those responding, but also to keep away as many people as possible so the professionals could do their job. The school superintendent issued a notice stating that counselors would be at the school all week to help students and faculty through this difficult time. My point recounting this is that in a small community of approximately 3,000, the execution of a crisis communication plan worked to keep the community informed.
The same day, an equally horrific accident occurred in the town where I live. It was all over the news; Twitter; Facebook. Updates on the accident victim were given. Witnesses were interviewed. The only information provided was from the local police department. Yet the company involved in the accident said nothing until early evening when a spokesperson stated that the victim was in the “their” thoughts and prayers. Where was the CEO? Where was the Communications Director? Why was nothing issued until more than 10 hours later? This was poor crisis management.
Regardless of your company’s size, it is vital to your reputation to be proactive and responsive in crisis situations. It does not take a lot of money; all it takes is some time and effort. Develop a plan that works for your organization; if needed, enlist outside help to create that plan. By communicating with your public, your customers, your vendors, it tells them that you care enough to keep them in the loop. You want to provide information to them that will be important and of use.
The next time something untoward occurs to your company or organization, don’t maintain “radio silence.” Implement a crisis communications plan that will be of benefit to everyone.
And remember, successful communication is a 2-way street!