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If a crisis occurs, is your company ready?
The tragic events of September 11th in New York City, Washington DC, and our own state of Pennsylvania have prompted me to address a topic to which many of you may not have considered - Crisis Management. I'm sure many area businesses don't feel the need to have to consider such a plan, but these obstacles can happen to any business, whether big or small, metropolitan city, or small town, skyscraper or at home business. Crises come in many forms and unless you are prepared, a crisis can be the downfall of your company.
To begin, a crisis relating to your business is best defined as any event, situation, or occurrence that threatens the competency, honesty, integrity, and/or well being of your firm. Every business owner must be honest in knowing that a crisis can happen. No business is immune from such hurdles. Being aware that your business is susceptible is the first step in managing a potential crisis.
Your corporation should have a Crisis Management plan in place to help minimize the damage caused by a crisis. Here are a few simple steps your company should take in preparing your plan:
Be prepared
Anticipate a crisis. Be aware of incidents or events that may lead to one. Have systems in place to prevent these possibilities and have resolutions quickly at hand if they occur.
Designate a Crisis Management Team
This team should consist of key people in your company, such as your CEO and department heads. Members should also include your top PR representative (or agency) and legal counsel. All people on the team should be considered as loyal and strong employees or associates who will lead your company through this trying time.
Choose a spokesperson or spokespersons from your team
These are the only members who should be authorized to speak on behalf of your company. These people should be trained on what to say and how to say it effectively. Talking to the press is not easy. You want to make sure the message you wish to convey is properly presented and reaches your target audience. Training will ensure that your public hears what you need them to hear.
Have notification lists readily available
Keep numbers, names, and relationships with your media and press contacts current.
Keep all press materials on your firm updated
Fact sheets, bios, and photos should all be up to date. This will help to eliminate any last minute changes or mistakes in getting the information to the public.
When a crisis does occur:
Communicate internally first
Quell all rumors that generally tend to come from within. Make sure all employees are kept updated on all events. Your employees are your best source for strength and support during a crisis.
Issue a News Statement
This statement should contain as much information as possible. Send the information to all media outlets and continually update them so they have the latest news directly from you and not another source. Keep the information flowing and be responsive to the media without compromising accuracy just to give them a story.
Stay Calm
As events transpire, it is important for you to stay calm. Conduct business "as usual," maintaining a sense of normalcy, while keeping your concerns and worries on the front burner. Exude confidence, but also be honest with your employees as situations occur.
Public relations
If you don't already have an agency to consult, seek the additional help from a respectable PR firm with the experience in handling crisis management, who will be able to aid you in following through with the implementation of your Crisis Management Plan.
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