Are you Prepared for a Crisis?

Every so often, one of our clients encounters a situation that demands some form of crisis communications. Many companies aren’t prepared to handle an issue that places their company, product or service in a poor light—whether it be a negative review, news story or otherwise. Although we can’t always anticipate what type of problem may be heading our way, we can put a plan in place as to what we would do if we find ourselves in a compromising position.

Here are some basics to consider before you find yourself in the midst of a crisis.

  • Form a crisis team, including naming an internal and external spokesperson and providing him/her with media training
  • Consider all of your audiences (stakeholders, industry influencers, media outlets, employees, customers, etc) and how you’d communicate to each
  • Be prepared to respond—quickly. In a crisis situation, a speedy response time is essential

And some thoughts on what to do after a crisis has emerged.

  • Be as honest and forthcoming as possible; avoid a “no comment” response
  • Prepare a formal statement and distribute it internally and externally, as appropriate
  • Reach out to all of your audiences in the way that is most effective for each
  • Be consistent with your responses
  • Closely monitor the media and other outlets to address any ongoing issues
  • Update stakeholders, employees, etc on the situation and the efforts that have been made by your company

It is important to note that these are basic guidelines to consider. Each case is unique and your plan should be tailored to your specific situation.

June 3, 2011 · Posted by in pr  


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