Contemplating a communication strategy to enact in the event of a company crisis is a cringe-inducing exercise for any business leader. But it’s a necessary exercise.
Considering possible catalysts and consequences allows you to craft contingency plans that will help weather a storm … before the clouds appear on the horizon. The more you plan, the more likely damage control becomes if a crisis strikes. Rapid containment helps prevent catastrophic damage to a brand’s reputation and bottom line.
There are core components of any crisis control plan, regardless of industry, company size, or severity of crisis.
“Before anything else, preparation is the key to success.” ~ Alexander Graham Bell, inventor
Before a crisis strikes, create a comprehensive crisis communications plan.
What are elements of a crisis communications plan?
Identify a corps crisis team. Your CEO, COO, Communication Coordinator(s) and Legal Counsel will undoubtedly be part of this group. Consider who else may need to collaborate.
Identify and know your stakeholders. Anyone who could be impacted by what occurs with your brand should go on this list. This includes customers and shareholders.
Identify and train spokespeople. Anyone handling communications with the media and/or on social media should be trained on the dos and don’ts. Train these spokespeople to remember you are never “off the record.” Ingrain in them these three C’s of crisis communications:
- Be Clear. Concisely communicate the information and the plan as they are established.
- Be Credible. Communicate only facts and don’t make promises you can’t keep. Authenticity and empathy build credibility. Acknowledge and respond to questions and mistakes quickly.
- Be Cohesive. Stay on message throughout all communication methods and channels. Confusion breeds conflict.
Establish notification and monitoring systems. Consistent social media monitoring will allow you to watch for the early warning signs of a brewing crisis. Having established notification systems will allow you to quickly coordinate a response to avoid catastrophic damage.
Be proactive with your public relations. This includes having a a solid social media presence. Consistent connection with your audience builds a strong brand. The stronger brand you build before a crisis, the more credibility you will have when weathering one.
When a threat or crisis is identified, immediately implement your plan.
Coordinate Central Command. Establish frequent communications with the crisis team.
Control the Narrative. Crucial to conquering any crisis is controlling the narrative surrounding it. Compose a message establishing what you currently know and what you are doing to counteract the damage. Identify the communication channels you will use to provide future updates.
Communicate. Pause scheduled posts on social media but continue monitoring and responding in real time. Remember the Three C’s when engaging with the media and/or on social media. Every touch point is critical.
Collect Information. Most of the time that means going offline, but it is critical that you continue to monitor and respond.
“The time to repair the roof is when the sun is shining.” ~ President John F. Kennedy
After the dust settles, comb through what worked and what didn’t. Change the plan accordingly, and continue to update it on an ongoing basis.