written on March 17, 2009 by Barbara Paynter
If the unthinkable happened to your business, would you be prepared? Would you know what to do? Would you know what to say?
The fact is that a crisis could hit your business at any time. A fire that destroys your workplace. The death of a key staff member. A major product safety issue. An activist boycott of your company. And I’m sure you can add more scenarios from your own list of worst nightmares. Any of these events can cause an immediate and prolonged impact on your company, its reputation and even its license to operate.
The good news is that businesses can do a lot in advance that will help them survive a crisis situation, sometimes relatively unscathed. You’ve probably already taken some of the necessary steps, such as securing an insurance plan for your business and backing up your computer systems on a regular basis.
But do you have a plan in place to help you weather the media firestorm that will occur when news of the crisis breaks? Do you have processes and tools in place to help you communicate quickly and effectively with your customers, investors, employees and other key stakeholders? If not, I urge you to put developing a crisis communications plan on your list of top priorities for 2009. No small business should be without one.
The reputation of your business is created through your operations (what you do) and communications (what you say). In the event of a crisis, how you communicate about the situation can be as important as how you manage it operationally. Through effective communications, you will be able to:
- Protect – even enhance – your business’s reputation, credibility and image
- Align your actions with your company’s policies and core values
- Communicate your position quickly, accurately and consistently
- Establish your company as a primary and reliable source of credible information about the incident
- Demonstrate concern for the people who are impacted
- Demonstrate your commitment and capability to respond
- Maintain positive relationships with your employees, customers and the community
- Minimize rumors, speculation and potential negative attention on your company
- Reduce the potential duration and impact of the situation-- including the financial impact
No doubt, crises are very stressful. nThey can be emotional, sometimes devastating events and they often unfold at lightening speed. In this 24/7 world of instant news and instant messaging, seconds and minutes count. Unless you are an expert in crisis communications, you will find it difficult to think strategically when your heart is racing (or breaking) and the media is pounding on your door. It is far better to think through the strategy in advance.
Crisis communications plans vary in complexity. At their most basic level, they outline WHO will say WHAT to WHOM and WHEN. Most plans will include the following essential elements:
- A contact list for the team of people who will be responsible for implementing the plan (including after-hours contact information)
- A delegation of responsibilities for each member of the team
- A policy for dealing with the media, including who will serve as the spokesperson
- An approved messages for the most likely crisis scenarios
- Templates for letters to customers, memos to employees, statements to the media, and other communications to key stakeholders
- Lists of critical stakeholders and their contact information
- Policies and procedures for the front office staff on how to handle media calls and what to do if reporters and television cameras show up unannounced
- Background information for the media and your website containing executive bios, fact sheets, maps/ directions to facilities, high-resolution photos and logos, Material Safety Data Sheets, etc.
There are some excellent resources available to help organizations create a crisis plan, including books, online resources and specialized consulting firms that focus solely on crisis communications.
A thorough crisis communications plan is the best way to ensure your business will respond quickly and effectively, preserving your good name and reputation when a crisis hits. Don’t go to work without one.