The Fundamentals of Crisis Communications
The Fundamentals of Crisis Communications
A. Crisis Planning
Crisis planning is the work done to define what constitutes a crisis for the organization, identify vulnerabilities -- both likely and less-than-likely -- assign responsibilities, prepare a spokesperson with media training, practice periodically and prepare standby materials as appropriate.
A good working definition of a Crisis is: An event or series of events that is out of an organization's control, disrupts the organization's normal business operations for a period of time and prompts intense public scrutiny of the organization.
I've seen organizations spend tens of thousands of dollars on the development of a crisis communications plan the size of a phone book and I've seen others create a perfectly functional crisis plan on the back and front a business card. Make sure to maintain a database of those who need to be called upon to help in the decision making: the Crisis Response Team. Each should be accessible 24x7 and have an alternate in the event they are unreachable.
Most important are the thinking that goes into the process of crisis communications planning and the commitment to occasionally practice it.
B. Crisis Response
Crisis response is the short-term effort to get the organization's arms around a crisis by implementing the crisis communications plan.
Critically important here is having a trained spokesperson ready at all times. Obviously, that means planning ahead. So make it a point to offer media interview skills training at least annually to keep those skills sharp.
Crisis response can take a day or it can take a week. It rarely takes more than a week because by then the crisis typically evolves into a manageable issue. The difference between a crisis and an issue is that a crisis is completely out of an organization's control. In contrast, an organization can influence the course of an issue.
The best posture for crisis response is for an organization to be open, honest and humble. Deal with people first in both your actions and your words. No matter how sure you are about something, don't suggest that you know things that you may not. Therefore, avoid absolutes. Words such as "always," and "never," have no place in crisis response. Likewise, don't speculate. And always consider reaching out to those with whom you have a positive relationship, since you may need to access this reservoir of goodwill you've established.
C. Crisis Recovery
Crisis recovery is the work done during the aftermath of the incident to help the organization get back to normal business operations. Typically, an organization that survives a crisis comes out of it a much different organization, either due to changes in policies and processes that have been deemed unsafe or inappropriate, or due to changes in leadership.
A crisis often will prompt an organization to be introspective about what it does, why it does it, how it does it and how all these things can be done in a better or different way. Therefore the period of crisis recovery often is a time of great change for an organization.
If an organization does not change in the wake of a crisis, it is bound to endure a similar crisis in the future. Change is necessary for the organization to apply what has been learned during the ordeal and make necessary adjustments. With the right approach and leadership that gets it, crisis recovery can be a positive time for an organization; a period of renewal and a recommitment to the core principles under which the organization was founded.
The Fundamentals of Crisis Communications - To learn more about this author, visit Daniel Keeney's Website.
Like this article? Share it with your friends
Crisis communications at its most basic level consists of three elements: crisis planning, crisis response and crisis recovery.
A. Crisis Planning
Crisis planning is the work done to define what constitutes a crisis for the organization, identify vulnerabilities -- both likely and less-than-likely -- assign responsibilities, prepare a spokesperson with media training, practice periodically and prepare standby materials as appropriate.
A good working definition of a Crisis is: An event or series of events that is out of an organization's control, disrupts the organization's normal business operations for a period of time and prompts intense public scrutiny of the organization.
I've seen organizations spend tens of thousands of dollars on the development of a crisis communications plan the size of a phone book and I've seen others create a perfectly functional crisis plan on the back and front a business card. Make sure to maintain a database of those who need to be called upon to help in the decision making: the Crisis Response Team. Each should be accessible 24x7 and have an alternate in the event they are unreachable.
Most important are the thinking that goes into the process of crisis communications planning and the commitment to occasionally practice it.
B. Crisis Response
Crisis response is the short-term effort to get the organization's arms around a crisis by implementing the crisis communications plan.
Critically important here is having a trained spokesperson ready at all times. Obviously, that means planning ahead. So make it a point to offer media interview skills training at least annually to keep those skills sharp.
Crisis response can take a day or it can take a week. It rarely takes more than a week because by then the crisis typically evolves into a manageable issue. The difference between a crisis and an issue is that a crisis is completely out of an organization's control. In contrast, an organization can influence the course of an issue.
The best posture for crisis response is for an organization to be open, honest and humble. Deal with people first in both your actions and your words. No matter how sure you are about something, don't suggest that you know things that you may not. Therefore, avoid absolutes. Words such as "always," and "never," have no place in crisis response. Likewise, don't speculate. And always consider reaching out to those with whom you have a positive relationship, since you may need to access this reservoir of goodwill you've established.
C. Crisis Recovery
Crisis recovery is the work done during the aftermath of the incident to help the organization get back to normal business operations. Typically, an organization that survives a crisis comes out of it a much different organization, either due to changes in policies and processes that have been deemed unsafe or inappropriate, or due to changes in leadership.
A crisis often will prompt an organization to be introspective about what it does, why it does it, how it does it and how all these things can be done in a better or different way. Therefore the period of crisis recovery often is a time of great change for an organization.
If an organization does not change in the wake of a crisis, it is bound to endure a similar crisis in the future. Change is necessary for the organization to apply what has been learned during the ordeal and make necessary adjustments. With the right approach and leadership that gets it, crisis recovery can be a positive time for an organization; a period of renewal and a recommitment to the core principles under which the organization was founded.
The Fundamentals of Crisis Communications - To learn more about this author, visit Daniel Keeney's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
|
To learn more about the Evan Elite Author Program please contact us. |
 | |
|  |
Subscribe to Daniel's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 SEO Made Easy Content Challenged Selling Shovels Managing Growth Pulse Check Assessment |
|
 | ||
 |
Top Social Business Blogs
Top Social Entrepreneur Blogs | |
 |
Top 50 SEO Posts - 2007
Top SEO Posts of the Year | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
