What to do in Crisis - Part III
This is the third leg of my series on Communicating in a Crisis. Part I talked about being ready to communicate. Part II provided you with tips on what to do to prepare for a crisis and Part III will provide some guidelines on how to communicate during a crisis.
Part III - After Something Happens
Regarding crisis, I’ve said once and I’ll say it again, there is no simple crisis formula out there unfortunately as all organizations are different and all crises are different. But the principles outlined in these past couple blogs will give you the basics. As I’ve mentioned in all segments, work with your public relations professions and attorneys as you make and enact your crisis plan. If you do not have public relations or legal counsel, find professionals you can work with and have them ready for action.
And when something happens:
1. Meet and/or communicate immediately with your core team to determine if the event is a crisis and what your next steps should be.
2. Determine who will be the spokesperson and when you will begin communicating. Begin as soon as you can. Even if you only say that “we are looking into the matter and will provide more details later (today)” and then you will need to give a time when you will get back with them.
3. Determine what the 10 worst things are that could happen as a result of the situation and the 10 most difficult questions outsiders might ask. Prepare for these situations and have answers for those questions because I know from experience that your audience will most likely ask those questions first and foremost.
4. Gather all facts. Have experts in place if appropriate to give detailed information. If you don’t know, say so and tell your audience when you expect you will know.
5. Respond to every media question. As above, if you don’t know, say so but tell them when you expect the information.
6. Never lie. Don’t volunteer negative information, ie, “we haven’t had a problem there but we did have a problem over there.”
7. Never speculate or go off the record. Answer the question and stop.
8. Don’t use jargon, use standard English.
9. Never say: “No comment.” It looks like you are hiding something. Say, “we are investigating or reviewing the situation, and will have more information soon.” Tell them when you expect to have more information – it better be soon, like hours – and tell them when and how you will be releasing your response.
10. When you have more information, get it out to all audiences immediately.
This gives you a framework of information to begin the response in a crisis situation. But as said, all crises are different and need to be treated that way. Just know that a crisis can happen to any company at any time. There are many examples that are in the news today and the past to prove that point (BP!!). You are not immune. You should run through your crisis plan at least once a year to make it clear to everyone exactly what their role is.
Also, remember that a crisis is the beginning for your organization…the beginning of life after the crisis. Call your public relations professionals for assistance in all matters.
