Expect the unexpected: producers should prepare for all possibilities by establishing a company crisis communication plan

Pit & Quarry, May, 2004 by Cynthia Marsh, Lisa Robbins

A truck driver loses control of his vehicle on a haul road, resulting in fatalities. There's an explosion and major fire at one of your facilities. Hazardous materials from a job site impact the community's water supply or air quality. Neighbors object to quarry expansion and increased blasting at a community forum.

These are just a few examples of possible crisis scenarios that could happen at any time to a business like yours regardless of its size or location. And we've all seen the resulting headlines when companies aren't prepared to handle these types of difficult situations.

A crisis has the potential to negatively impact your reputation and your bottom line. Planning what your organization will do before an emergency occurs can mean the difference between protecting and maintaining the integrity of your company and its brand or compromising your corporate reputation and jeopardizing your business operation.

Because it is more difficult to formulate appropriate communication strategy during the heat of a crisis, most media savvy companies develop a crisis communications plan before they encounter an emergency. A crisis communication plan can help turn around a disaster.

Having a crisis communications plan in place enables you to proactively communicate your company's point of view and the positive actions you are taking to handle the crisis. If you respond appropriately, the crisis can become an opportunity to project a good image of your company.

Remember Tylenol's response to the tampering/poisoning crisis? By being prepared and acting quickly and efficiently, Tylenol was able to preserve its brand and continues to be a market leader today.

On the other hand, consider the Enron scandal, Exxon Valdez oil spill or the Firestone tire recall. Haphazard communication to the media and perceived lack of compassion by those companies resulted in consumer distrust, loss of credibility, and a tarnished reputation for years after the fact.

Timely, straightforward communication will maintain and even enhance your company's positive reputation by demonstrating responsible handling of the crisis. It also will minimize potential disruption of your business and employee distraction or moral problems.

Create a team and put the details in writing

The first step in planning is establishing a team. The size and make up will depend on your organization. It should be comprised of people with the authority to make decisions and the skills to communicate with employees and the public.

Each team member should have an assignment during a crisis. For example, decide who will gather information, communicate with employees, notify families of victims, deal with emergency officials and handle incoming calls. Put specific responsibilities in writing so everyone knows his or her role.

Being able to quickly contact team members at the onset of a crisis and maintain communications throughout is critical. Create a database that includes team member contact information: phones/pagers/fax/cell numbers/e-mails/ and other means of getting in touch with them 24 hours a day, seven days a week. Select a secondary meeting location in the event that the emergency involves your facility.

Establish key messages

Brainstorm potential negative scenarios: litigation/lawsuits; workplace violence; accidents/fatalities; environmental disasters; or criminal investigations. After your team has identified potential emergencies, select several incidents and develop a list of questions and potential answers along with templates that can be used to address the situation--what happened, why did it happen, what you are going to do about it. In addition, prepare a company fact sheet.

Identify your audiences

Indicate who should receive the company's message and include contact information. Key audiences include employees, partners, customers, suppliers, distributors, shareholders, the community where your business is located and the communities where your employees reside.

The crisis plan should also spell out specifically - with up-to-date contact information - who else to notify, including the news media, law enforcement and any regulatory bodies that are relevant to your company's industry.

Select a spokesperson and prepare for the media

It's important to identify one spokesperson so there is consistency in messaging. He or she will make official statements, address the media and, if necessary, other community groups. Whether it's the CEO, president or a high-level manager, the spokesperson should be articulate, informed and comfortable speaking to the media. Prepare for possible tough questions with role-playing exercises. If you need assistance, a marketing communications or public relations firm can provide spokesperson/media training. At least one back-up spokesperson should be designated in case the primary spokesperson is not available.

During a crisis, respond quickly

When a crisis hits, inform your employees first. The wildest rumors can start from inside an organization. Keep them up to date with as much information as possible.