COMMUNICATING IN A CRISIS

 

by Janine Reid

 

Protecting your company's reputation and credibility during a crisis is a responsibility that you need to address from the get go. Failing to communicate your story or your response will cause the public to believe what they learn from the media — and your competitors. Open, honest communications executed quickly and consistently throughout a crisis can maintain, and perhaps enhance, your firm's reputation. Janine Reid provides six tips for improving your crisis communications.

 

1. IDENTIFY YOUR COMPANY'S AUDIENCES

This refers to anyone who can have an effect on a business or its reputation. For example, you might be concerned with: Board of directors/shareholders, investors, stock analysts, clients, employees, suppliers/subcontractors, financial institutions, opinion leaders, insurance company, unions, media, regulators, and action groups. When a crisis occurs, identify key organizations that might be affected and then have an employee contact a key influencer within each of them. The ideal candidate should have an existing relationship with the influencer.

2. APPOINT A MEDIA SPOKESPERSON

Selecting a spokesperson is critical. If your company doesn't understand how to communicate with the media, it will probably receive poor coverage. Name and train this person before a crisis occurs.

3. DELIVER A BUY-TIME STATEMENT

A crisis, particularly an event that involves human life, generates chaos, which in turn creates an urge to stonewall the media. Avoid this response because it screams “guilty as charged.” Show that your company is responsive. This does not mean “divulge everything”; rather, deliver a “buy-time statement” which shows that that you'll neither run and hide, nor release unverified information. Here's an example:

“My name is (name) and I am (title) with (company). The incident has just happened and I'm not prepared to answer any questions at this time. Please stay in this safety area so we can do our jobs and take care of the situation. I need to return to the site, but either (spokesperson) or I will be back at (time) with an update.”

4. DELIVER ADDITIONAL STATEMENTS

Once information is verified, you can develop a more-detailed statement. It should be brief and concise in order to minimize the possibility of misinterpretation. The statement should:

• Acknowledge the incident, but not discuss possible cause.
• Express concern for any victims and their families.
• Communicate how the company is responding.
• Advise when the next update will be available.

5. PREPARE FOR MEDIA INTERVIEWS

An interview will be more successful if the spokesperson addresses these issues before speaking to the media:

• Determine the communications goal of the interview. For example, you might want to demonstrate your determination to discover the cause of the incident and concern for those affected.
• Develop a mantra for the spokesperson. This statement helps them survive the rough segments of an interview. For example, if they don't know the answer to a question, they could say, “I don't know, but I'll investigate and get back to you by (time).”
• Anticipate questions. A successful interview depends on anticipating questions (including “ugly” ones), developing responses, and rehearsing their delivery.  

6.FOLLOW UP

Keep lines of communication with employees and other audiences open until the crisis has quieted. The spokesperson should be prepared for a reporter to call at any time with queries about the incident. Responses should be brief, succinct, and consistent.

Never doubt the power of the media to influence public opinion. A mobilized public can shut down a firm that doesn't respect this power. A well-thought-out communications plan can prevent such an outcome.

Janine Reid, president of the Janine Reid Group, Inc., is the author of three books — Saving Lives! Proven Methods to Eliminate Job-Site Fatalities What to Do when the Sky Starts Falling and Crisis Management Planning and Media Relations for the Construction Industry . She has also produced two videotapes on crisis management and working with the news media. Reid can be reached at Janine Reid Group, 1770 Kearney St, Denver, CO 80220, (303) 322-3211, fax (303) 316-0646, or e-mail [email protected].