WALLED LAKE – A crisis is any unexpected event, whether man-made or natural, that requires immediate action. It threatens the reputation of your company, usually as a result of negative media coverage and public awareness. In the worst case scenario, it can be even more damaging when the media and the public believe you reacted inappropriately or dishonorably. And the damage can be significant by slowing down or completely stopping your business’s normal routines, and by causing irrevocable damage to your reputation.
Too often businesses neglect to identify the threats, risks and vulnerabilities that can cause a crisis until they are facing one. But the best offense is a good defense. In crisis communications, your best approach is to work to avoid or mitigate the problem in the first place. To do so, you need to understand the problems that can arise and be fully prepared to respond.
A broad checklist of key areas to identify and assess include the following:
All potential scenarios or mistakes that can happen. These include human error; poor management of processes, supervision, and quality controls; poor controls on client and confidential information; lack of judgment; and ineffective or inadequate procedures.
The processes needed to quickly identify and troubleshoot these circumstances. This includes collecting all necessary details about these potential events, and creating specific operational and communications plans to respond to, redirect them or prevent them.
The full range of consequences, including internal and external communications, operational, administrative, legal, and financial.
The steps you will need to take to avoid or mitigate these problems all together. Look at what systems you will need to have in place to respond to the event and continue your operations with as limited impact as possible.
The technology and tools you will need to continue smooth communications and improve crisis prevention and response during a crisis, including special phone lines, broadcast e-mail lists, hand-held radios, etc.
The individuals you will need on your crisis communications team. While a core corporate spokesperson is critical, that person may not be available, or may not have the technical expertise to respond in a crisis. Identify alternative spokespeople, including subject matter experts and key administrative and operational leadership (and make sure you identify the means you will need to reach them in an instant).
The full range of audiences you will need to communicate, both externally and internally. This includes:
Employees
Customers by key demographics such as location, market segment
.Business partners, including distributors, suppliers, subcontractors
Competitors
Business and trade associations
The financial community, including analysts, shareholders, bankers, stock brokers, portfolio manager, existing and potential investors
The government by geography, level and type
Special interest groups
Key media contacts in your area, industry and general business that would cover you in a crisis. Work now to identify and start taking steps to build positive relationships with them. Doing this can mean that when the time comes, they may be more willing to listen to you. And make sure you have all their contact information (work phones, cell phones, fax number, e-mails).
Taking a close look at these threats, risk and vulnerabilities as well as your key resource and information needs will serve as the basis for a truly effective crisis communication plan that can work to help to mitigate these events and to ensure you are in a much better position to respond if you do.
Patriot Services Corporation brings extensive experience working with both private and public organizations in thoroughly identifying all the potential risks facing your organization, and creating the plans to respond.
For more information, email email [email protected]
This column was written by Melanie de Vries,
Director of Business Development,
Patriot Services Corporation of Walled Lake
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