The first priority when faced with a crisis for any business is the obvious, execute your Crisis Plan. IF by chance there isn't one in place prior to a crisis, one should be crafted soon after, taking the tactics and best practices used during the recent crisis as a guide. On any given day, your priorities will be determined by the phase/level the crisis is in, thus the listing of priorities will be figured out by the agreed "next" step (s). Best strategies and practices are found in consistent, calm, clear and concise communications. Always stay on point, keep to the agreed plan and make sure each phase has sign off by all key stakeholders including legal counsel.
The reality is there is no cookie-cutter approach to handling a crisis, as each one possesses its own set of unique components. However, there are some staples that can be inserted to ensure the crisis is managed as well as any crisis can be managed.
- Research before responding to the crisis. Do not allow the crisis to manage you, you must aim to manage it from the start.
- Just because the media calls, it doesn’t mean you have to take the call. Only respond when you have a clear message to deliver.
- Identify the appropriate spokesperson (s).
- Acknowledge all, but only own what is yours to own.
- Pull in partners and supporters if appropriate.
- Only make realistic promises. Don’t place yourself in a position where you will have to eat your words; this can create a new crisis.
- Keep messages/responses clear, concise and consistent.
- Never sound or position your statement from a defensive stance.
- Utilize more than one means of distributing your responses. Create a strategy in getting your message out, how, where and in the frequency you desire. Again, control the crisis.
- Bottom-line, stay calm and focused. And, use the lessons the crisis creates to help you shape or strengthen your plan for the next one.
