Many business owners avoid worrying about what to do in the event of a crisis until that crisis is upon them. Unfortunately, by then it is usually far too late to lessen the effects of whatever has occurred. Taking the time to put together an issues and crisis management plan will mean a company and its employees are prepared for any eventuality. Should something happen, this document will guide them through what actions need to be taken immediately, how to communicate with the public, the media and other key audiences and will provide them with the information they need to deal with the situation.
How to Distinguish Between an Issue and a Crisis
Issues and crises are not the same thing. An issue is an area of vulnerability in an organisation that could develop into a more critical problem. Keeping track of public perception, emerging trends and business practices with the potential to affect the company will help the business owner anticipate any likely issues. Companies can often deal with issues by improving communications with their audiences and altering some of the ways that they do business. The solution will depend on what the particular issue is and will be unique to each company.
A crisis can occur when an issue is left unchecked. In these cases, companies must act as quickly as possible. The focus must be on defending the reputation of the business.
Steps to Putting the Issues/Crisis Management Plan Together- Create a Contact List
The issues and crisis management plan does not need to be very long. It needn’t be more than three or four pages long. However, there are some crucial details that must be included.
Create a contact list of all the individuals that would immediately need to be made aware of any crises. This might include the company lawyer, financial advisor and the firm’s public relations advisor, if they have one. Include their names, email addresses, office numbers, mobile phone numbers and home phone numbers. A list of emergency services and their contact numbers is also a good idea.
Develop a Holding Statement
If an unfortunate event occurs, such as a fire, employee accident or serious product failure, the media will definitely be interested. However, in the early hours of a crisis, a company might not have access to all of the relevant information. A holding statement along the lines of: ‘I do not have that information at this time but will share it with you as soon as we know more,’ can be used initially and then expanded upon once more light has been shed upon the situation.
Assess The Situation and Allocate Job Roles
Determine exactly what has happened and what is likely to happen next, whether the organisation is at fault and which individuals will be affected. Decide who will be the media spokesperson and how the company’s response will be communicated. Possible modes of communication might include holding a press conference, issuing a media release or including some details in the next company newsletter, depending on the severity of the situation.
Compile a List of Possible Questions and Answers
Making a list of some of the most likely questions and the best way to answer them is a good way of remaining calm and professional when a journalist calls. Make sure the receptionist also has a copy of these Q&As so they know exactly what to say when they pick up the phone. It is important for messages to remain consistent throughout the organisation.
Hold a Post-Crisis Review
The team that dealt with the crisis should get together to evaluate how the company responded, what actions were taken, what worked, what didn’t work and what needs to be improved for the future.
If the above points are adhered to, a company will be able to deal with any issue or crisis, quickly, effectively and efficiently. Due to the time and relative expertise required, many organisations prefer to recruit a public relations specialist to put together the plan and to deal with any unexpected events. National public relations organisation, such as IPR and CIPR are the best places to contact for a list of recommended PR professionals.
Read more at Suite 101: Do-It-Yourself Public Relations
Jennifer Boyes - Jennifer Boyes is originally from the United Kingdom but moved out to New Zealand in 2006, drawn by the healthy, outdoor lifestyle and the ...
