Crisis communication
If your organization does not already have a crisis communication plan, it should. The negative or adverse media attention surrounding a crisis can threaten the integrity or reputation of your organization. Planning for a potential crisis can prevent you from being caught off guard.
A crisis can happen at any time and anywhere—and the news media are often quick to respond. A good crisis communication plan outlines the steps of how an organization should respond to the media and the general public. A well-written crisis communication plan allows an organization to tell what has happened while depicting the organization in the best light possible, given the circumstances.
Preparing for a crisis
Proper preparation allows you to manage the crisis efficiently and effectively, ultimately minimizing the harm that can be done. Your crisis communication plan needn't be elaborate, but it should include the following elements:
- Create a crisis communication team.
- Identify and develop a list of all potential crises.
- Develop an internal Q&A document that addresses potential scenarios. This will allow your team to share information and quickly identify the weaknesses and strengths of your case.
- Determine all potential audiences that could be affected by or would need information about a crisis situation.
- Create a list that includes:
- Who will handle what responsibilities.
- Who will communicate with whom.
- The organization's primary and back-up spokespersons.
- Procedures to ensure that appropriate people get accurate. and timely information from proper authorities.
- The people and/or organizations that need to be contacted.
- What you will do if "normal" communication channels are disrupted.
- Who can be your partner or collaborator (an outside. expert or third-party ally) when responding to crises.
- Consider the following "do's" and "don'ts" regarding the dissemination of information to the media:
- Anticipate questions and be prepared.
- Don't immediately admit fault or spread blame.
- Wait for facts to unfold; don't speculate.
- Show concern/compassion.
- Notify closely affected parties before they learn the news through the media.
- Notify media as quickly as possible.
- Be available for interviews.
- Follow up after the crisis.
- Build relationships in advance (know media before you need them).
- Have media kits updated for quick distribution.
- Have stock photos and obituaries ready for your key executives.
- Test your plans and make sure that all staff and volunteers know what to do in a crisis.
- Update your plan to make sure you have current contact information.
Media interview tips for crisis situations
- Prepare talking points on the main messages you want to share.
- Always tell the truth. Decline to comment beyond what you can say.
- Never say "no comment" or "off the record." Focus on what you can say.
- If you don't have information, tell them when you expect to have more details.
- Don't answer speculative questions or respond to hypothetical situations.
- Don't repeat loaded questions.
- Speak intelligently, but avoid industry jargon and explain technical details carefully.
- Be enthusiastic, supportive and casual.
- Keep your eyes on the reporter, not the camera.
- Emphasize what's being done to correct the problem.
