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PR Talk: Tools and Tips for Crisis Communications
1 Jul, 2008 By: Sandi Wilson Pest Management ProfessionalToday's fast-paced world doesn't allow much time to plan a response in the face of a crisis situation. Whether it's an issue with a homeowner, containment and cleanup from a truck accident, or treating the wrong facility, the phones can start to ring even before company management is aware of the problem. Each scenario can be complex in its own way, and negative fallout can occur as a result of not having a game plan in place.
Unfortunately, media attention is the one thing a company can count on when the worst happens. Is the attention avoidable? Probably not. However, with a crisis communications plan in place, your company can avert potential damage to its reputation — and even gain credibility and confidence in the eyes of the public.
A crisis communication plan can be something as simple as a one- to two-page document that details what steps should be taken when and if a crisis emerges. Most importantly, the plan should be communicated in advance to all employees to avoid confusion in the heat of the moment.
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IDENTIFY THE PLAYERS AND THEIR ROLES
When an unexpected event derails business-as-usual, company leaders need to act together quickly, to ensure the crisis doesn't escalate. The first step is to identify who among your management team will serve as the face of the company to the public.
This should be someone who thoroughly understands the company's core identity and messaging, and can communicate that accordingly. Most likely this will be the CEO or head branch manager. When product or application complications arise, the company's technical director is also a credible spokesperson, provided he or she has been trained to field questions from the media.
Whomever the point person is, the entire company should be on board and funnel all communication through that source. Any spokesperson should be available around the clock to spring into action — essentially just a phone call away.
Every employee must know the key individuals that should be alerted immediately in an emergency situation. That includes the appropriate attorney, the business manager, the technical director and safety personnel within the company. The crisis communications document should include essential contact information for these individuals, including at least two phone numbers where they can be reached at any time of day.. Crisis doesn't always happen within normal business hours.
WHAT TO SAY, HOW TO SAY IT
All employees should have a basic understanding of the requirements set forth by company attorneys and insurance companies. In a crisis situation, there are often confidential topics that cannot — and should not — be discussed openly. If employees know these topics ahead of time, they'll save time by not having to scramble when a crisis heats up.
Chances are discretion, trust and responsibility are already core values in your business. Make sure your entire workforce understands these qualities are essential when the company is faced with a potentially bad situation.
Be certain your employees who interact with clients, such as customer service representatives and technicians, understand how to handle consumer inquiries in the midst of a crisis. While the CEO or branch manager might be the spokesperson to the media in the initial phase of the crisis, customers will also look for answers from the people who treat their homes on a regular basis.
WORKING WITH THE MEDIA
Timely response is essential when the media calls. News assignment editors and investigative reporters don't like to wait for their information. If they don't get a response from your company, they could turn to an alternative source, who might portray your situation in a less-than-favorable manner. Prompt response means less than one hour, so it's essential that the decision makers are a phone call away, ready to deliver key information.
Consider creating a list of local media contacts. If you can, communicate the company's official response to a crisis before the media calls.
KEEP IT BRIEF AND TO THE POINT
The more concise your response is in the face of a crisis, the better chance you'll have that your message will be heard and understood by those outside of the company. If it's a complicated situation, do your best to simplify it.
Imagine the headline of the evening news broadcast, and work to create that soundbite. Keep in mind that long-winded explanations have the possibility to be misconstrued by unfamiliar audiences. If a company spokesperson is participating in a live interview, never underestimate the importance of relaxed-but-authoritative body language and appropriate dress.
The hallmark of successful crisis communications is the willingness to jump into action and manage the situation proactively. A clear plan can help to avert a crisis in the making, but only a team that communicates effectively can successfully see a crisis through to the end.
You can reach Wilson, communications manager for BASF at
sandi.wilson@basf.com.
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