By Heather C. Conover
Conover + Company Communications
Most companies and organizations are eager to communicate with the public when they have good news to tell, but are loath to do so during a crisis.
A crisis doesn't have to be catastrophic, but can be anything that causes an unplanned disruption, harms or could potentially harm people or property, or damages relationships. Rather than retreat from the public eye during a crisis, it's critical to maintain frequent contact and open lines of communication. By doing so, an organization can gain control of a situation that might otherwise spiral out of its control. A good message-which doesn't have to be good news-can help resolve a crisis and allay fears and concerns. In today's world of 24/7 connection to news and information, it's important that an organization tell its story early and first, rather than allowing someone else to control the story and the "facts." Good communication can help an organization sustain and even strengthen relationships it already has with both internal and external audiences.
Communications should be directed to anyone who might have concerns and a vested interest in the organization, such as employees, customers, suppliers, vendors, investors, regulators, neighbors, and the media. These publics will be interested in information about what the organization does, including an explanation of any processes, equipment, and materials used. Any known facts about the situation should be conveyed immediately along with what is being done to resolve the situation. Similarly, anything that is not yet known should be clearly stated, as well as the steps being taken to find out and a promise to follow up and keep the public updated as more is learned. The organization should also cooperate with any regulatory authorities and communicate that it is doing so. Finally, a company should accept blame if it is at fault and outline what is being done to prevent a repeated episode in the future.
Every organization should have a crisis management plan in place before a crisis hits. A crisis kit containing pertinent records and data, protocols, crisis team phone numbers and other information allows the crisis team to manage the actual crisis and control the message. The way a company responds to a crisis and shapes its message will dictate how the public perceives it for a long time to come.
Winter 2002 - Volume 12, Number 1