When was the last time you looked at your crisis communications plan?
In fact, do you even have a crisis plan?
What would you do when a crisis embraced your business? Who would be in charge of managing operational efforts? Who would you call? What would you communicate to clients? Who will be your media point person? Who would be in charge of managing operational efforts?
Crisis situations come out of the blue. No two are alike. They can range from a public safety event like a high-risk police event or interruption of the essential services you provide to a public health event that could put your customers or employees at risk, e.g. a hazardous material spill or public utility failure.
It could be a natural disaster like hurricane or tornado damage, a fire or a “soft” crisis like a cyber breach or financial indiscretion or a lawsuit.
But, no matter what the crisis situation, you need to be prepared to answer all the questions above.
Addressing a crisis is a two-part drill
First, who’s in charge? Someone needs to be in overall command of the physical and operational aspects of whatever your crisis demands. It need not be the CEO or President. In fact, whoever is best acquainted with the operational components of your business may be the best person to be in charge.
If the crisis involves injury, destruction of property, or a situation that threatens the well-being of your clients or you and your employees, you will need to rely on whatever person within your organization is best equipped to address the physical aspects of the crisis.
If it was a crisis on a cruise ship, for example, the ship’s captain would be in overall charge, but the person best suited to address the operational issue might be the chief engineer or the person in charge of crew operations.
If the crisis involves “soft” operations, for example, an online breakdown or power outage that could affect service to customers, your IT person best acquainted with your operation would be the best person to call upon for action.
Second, you need to rely on one person or your PR resource to assist you with crisis communications. That means someone to serve as a point of communication for your employees, your clients, and the media.
In both situations, your responsibility to designate someone within your organization to serve in operational and communications capacities.
Start by making an organized list of who’s who
When a crisis occurs, you will not have time to fumble around looking for phone numbers for first responders. Start by creating a list of police, fire, and service organizations (e.g. Serve-Pro) that can provide immediate assistance.
The list needs to be short and simple. All you need is a name and title, phone number, and email address.
The categories of your “Who’s Who” list must include:
- First responder agencies (police, fire, 24/7 emergency restoration services, e.g. ServPro)
- Key staff (employees), e.g. CEO, COO, HR director
- Key contractors: e.g. suppliers, legal assistance, PR or crisis communications firm, utility services
- Key clients: those clients whose welfare would be immediately affected
- Media: PR person or agency who can address media communications
The list needs only the basics: Name, Phone Number, Email.
Once it is compiled, ensure that you and your key staff have a copy of the list and know where to find it at a moment’s notice.
At Wellons, we’ve managed our share of crisis communications
Over the years, we have overseen crisis situations that have ranged from unforeseen accidental deaths at our client’s place of business to complete shutdowns of client business due to the arrival of hurricanes and the COVID pandemic.
No two situations have been the same. Some are on-the-spot surprises. Others are slow-developing threats that allow pre-crisis actions to be undertaken.
What is alike, in all crises, is the need to have a well-thought-out plan in place to protect our client’s reputation and brand.
Ask yourself “When was the last time I glanced at my crisis plan? Do I need to make changes? Do I need to test it out? Do I need to develop a crisis plan?”
If the answer is “yes,” then think of Wellons Communications as a resource you can call upon to develop a crisis communications plan. And should you need on-the-spot, experience media communications to address and clarify whatever kind of crisis you are facing, call our crisis communications agency to assist you.
We have been there and done that. And we stand ready to lend a hand in your moment of crisis.
