Preparing for the Inevitable Crisis!

Every organization is a target for a crisis, and crises can come in many forms. The first step in preparing a crisis communications plan is to identify as many of the most likely, potential crises that you believe could impact your organization, before they ever happen.

Succinctly outline the most likely scenarios and then draw up your response plans and checklists on paper to outline what actions will be taken, by whom, and in what sequence, to address each of the likely crisis situations you have identified and outlined.

Think through and try to anticipate every eventuality.  Figure out in advance who and how you will inform and address your internal audiences of staff and superiors, as well as your external audiences -- the media, the public, and other key stakeholders most important to you.

Carefully select and designate members of your crisis management team for their ability to remain calm and focused during stressful situations. Then bring together the members of that team to review, discuss, refine, and practice their roles and responsibilities for each of the scenarios you have outlined above.

Such in-depth and advance planning and discussion can greatly increase your chances of successfully weathering the storm and achieving a positive outcome once a crisis hits.

Then, if a crisis does hit you, immediately call your crisis management team together to quickly review and revise your advance game plan depending on the actual situation. Reset your crisis communications plan as needed. Then calmly begin implementing the plan as agreed.

Use all of the tools in your earned media tool box to get your side of the story out to each of your targeted audiences in the sequence you desire.

If someone or something has been harmed, demonstrate your genuine sympathy and support to the victims, their families and friends. But in all cases, do your best to clearly explain the situation and state your concerns about what you think has happened. Outline the steps you have taken, are taking, and plan to take to address or rectify the situation.  Promise a full inquiry and report if possible.

But above all, remain calm, be honest, and stay focused.  Your crisis will eventually pass.  And you can help move it along, by planning your work ahead of time, and then quickly and steadily working your plan when the time comes.