{"id":13,"date":"2021-04-04T06:09:53","date_gmt":"2021-04-04T10:09:53","guid":{"rendered":"http:\/\/anthonyhuey.com\/?p=13"},"modified":"2021-06-15T11:46:55","modified_gmt":"2021-06-15T15:46:55","slug":"whats-your-crisis-plan","status":"publish","type":"post","link":"https:\/\/communicateclearly.com\/?p=13","title":{"rendered":"What\u2019s Your Crisis Plan?"},"content":{"rendered":"\t\t
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Communicating in a Crisis<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\tDon't let 30 years of hard work get destroyed in 30 seconds.\t\t\t<\/p>\n\t\t\t\t\t\t\t

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The most extreme tests ever in the strategic field of crisis communication management have occurred within the last decade.\u00a0 Much has been written about communicating during the BP disaster, and we have heard much about how terrible communication was during Katrina\/Rita.\u00a0\u00a0 Even those of us with deep experience in this field have been overwhelmed by trying to figure out how we would have implemented a crisis communication plan for these two unbelievable but real events.<\/p>

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Most recently, the Boy Scouts of America, Susan G. Komen for the Cure, the Super Bowl, and Lance Armstrong, among many others, have been criticized for not being adequately prepared to deal with their crises.\u00a0 And, the unfortunate crisis at the Boston Marathon will inevitably reveal more crisis communication blunders.<\/p>

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Never again should any entity, no matter how large or small, say it does not have the time or funding for proper crisis communication planning.\u00a0 By \u201ccrisis communication\u201d I mean:\u00a0 How will you control the media and communicate your messages to your key audiences quickly at the time of a major disaster?<\/p>

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Ask most corporate executives about their plans for crisis communication and chances are that many of them will say something like, \u201cSure, we\u2019ve got a crisis plan.\u00a0 Harry over in public relations, takes care of that.\u201d<\/p>

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But, just what does Harry really have?\u00a0 Unfortunately, in many cases, it\u2019s just an emergency checklist with some phone numbers.<\/p>

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What will Harry do when 100 angry pickets show up outside your company headquarters?<\/p>

What is Harry supposed to do when your top-selling product is recalled?<\/p>

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What does Harry tell the news media when you have to close that old plant and lay off 900 people?\u00a0\u00a0 Or slash 10,000 employees?\u00a0\u00a0 Or respond on live TV to the death of 500 employees?<\/p>

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If Harry does not know all the things that must be done immediately (and who will do them,) then your crisis communications plan is in need of an overhaul.<\/p>

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Most of us like to think we do our best work in the midst of a crisis or controversy, when the adrenaline is flowing and we can make vital decisions in a split second.\u00a0 And, in fact, many executives do perform extremely well under pressure.<\/p>

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But, in a world when the wrong split-second decision can cost a company millions from negative publicity, not being prepared isn\u2019t worth the risk \u2014 to executives or the companies they work for.<\/p>

That official company crisis management plan may include a lot of the right ingredients such as a company spokesperson, crisis team members, a list of telephone numbers and perhaps even a list of potential crises.\u00a0 It might even hint as to who is to do what in a crisis.\u00a0 Undoubtedly, most will include a phrase like \u201cnever say \u2018no comment\u2019 and always answer reporters\u2019 telephone calls.\u201d<\/p>

A crisis communication plan should include all these points and a lot more.\u00a0 But crisis plans, for the most part, are just too broad.\u00a0 At the very best, they are merely the starting point for handling a crisis.<\/p>

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What is an Executive to Do?<\/strong><\/p>

For starters, if your organization has a crisis plan, dust it off and take a look at it.\u00a0 If you do not have one \u2014 and you are not alone \u2014 it is time to start thinking seriously of developing one.<\/p>

It may be something you can do internally, or you may want to bring in some outside expertise.\u00a0 It depends on your internal capabilities and how important the plan is to you.\u00a0 It has been our experience that even major organizations with large public relations staffs often need the outside objectivity and expertise they can get from trained crisis management professionals.\u00a0 Experience is by far the best teacher in dealing with crises, but gaining that experience on the job is too dangerous for a business with its reputation and financial future on the line.\u00a0 Usually it makes sense to go to people who already have the experience; professional crisis communicators.<\/p>

However you choose to design your crisis plan, you should start by thinking of all the things that could pose a crisis to your organization.\u00a0 Crises are nondiscriminatory.\u00a0 They can hit any of us, and when we least expect them.\u00a0 We certainly know that now.<\/p>

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Some crises arise because of a conscious business decision on your part.\u00a0 You make the decision knowing it will create public relations problems.\u00a0 Plant closings, layoffs \u2014 these fall into that category.\u00a0 Other crises are beyond your control \u2014 fires, recalls, or sabotage for example.<\/p>

But whether or not you can plan on a particular crisis, you can always prepare for one.<\/p>

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Boy Scout Motto:\u00a0 \u201cBe Prepared\u201d<\/strong><\/p>

For instance, if you are in the chemical manufacturing business and a chemical spill is a possibility, assume you will have one and draw up a plan on how to handle it.\u00a0 Sure, you cannot plan for every detail, but some work now will prevent a lot of headaches and save precious time later.<\/p>

What is the worst thing that can happen to your organization?\u00a0 How will you deal with it?\u00a0 If there is even a slight chance that it could happen, assume that it will and write it into your communication plan.<\/p>

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When my clients start getting into details and ask what they should include in their list of potential crises, my usual response is:\u00a0 Think of a crisis as anything that can happen to your organization that could generate negative publicity.\u00a0 A crisis does not have to be an explosion or strike.\u00a0 It can be as simple as a real estate transaction, major employee theft in corporate headquarters or an angry employee on a killing spree.<\/p>

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Once you get a handle on what a crisis is, then you can start thinking of how to deal with it.\u00a0 That is where the plan comes in.<\/p>

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When the reporters and photographers are at your office door, you will not have the time to start figuring out who is in charge, what to say and who will say it.\u00a0 A crisis plan is a detailed document that provides management with a \u201cgeneral\u201d methodology to handle \u201cgeneral\u201d crises.\u00a0 What a crisis plan isn\u2019t is a complete plan to deal with every specific crisis.\u00a0 You cannot write a plan to handle every crisis because each one is going to be different.\u00a0 A good plan works because it forces a crisis management team to take actions to handle specific problems associated with a specific crisis.<\/p>

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Immediate Implementation<\/strong><\/p>

Like every other plan, a crisis plan has to have a trigger.\u00a0 When a crisis hits, there has to be a reporting process that moves it to the team leader in a matter of minutes.\u00a0 The team leader then needs to activate the team immediately.\u00a0 In a crisis, time is a luxury you never have.<\/p>

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Before a specific crisis occurs, you can be certain that not even the best of crisis plans will include everything you need to handle the situation.\u00a0 So, pick your team well.\u00a0 The team leader should be someone who knows the organization inside and out and has the authority and clear channels to get to the top when he needs to.\u00a0 Name one person to be your company spokesperson, and name a backup.\u00a0 In a crisis, you need to speak with only one voice.\u00a0 Make sure both persons have been trained in how to deal with the news media.\u00a0 A crisis isn\u2019t the time to take chances with someone who tends to exaggerate, lays blame, or gets stage fright in front of a camera.<\/p>

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Depending on your business, the rest of the team should include representation from public relations, legal, management, personnel, security and specialists who know the details of a specific crisis.\u00a0 If you have a chemical spill, ideally a chemist ought to be on the team so you know what risks the chemical does or does not pose to the general public.<\/p>

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Do not saddle the crisis team with other duties during a crisis.\u00a0 If the crisis is real, then it ought to be their top and only priority.\u00a0 Make sure they have access to all the information, i.e., who, what, when, where, why and how.\u00a0 A crisis is no time to hold back information from your crisis team.\u00a0 Do not assume your team has all the same information you do.<\/p>

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Plan & Practice Now<\/strong><\/p>

Perhaps the single most important thing you can do for your crisis team is to have all of them trained in how to respond to the news media.\u00a0 It should be mandatory that your team go through role-playing with people who are professional media response trainers.\u00a0 But understanding the media and learning how to deal with reporters is not something that can be absorbed through osmosis.\u00a0 Seminars on media relations, usually conducted by former journalists, provide executives a chance to learn privately from their mistakes rather than read about them in tomorrow\u2019s newspaper or view them on the nightly news.<\/p>

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Now You\u2019re Ready<\/strong><\/p>

Planning for a crisis is work that usually gets put on the back burner.\u00a0 That is wrong.\u00a0 All responsible property owners have fire insurance.\u00a0 Most never used it, but they carry it.\u00a0 The same should be true with a crisis management plan.\u00a0 Be thankful for every day that you do not have to implement such a plan.\u00a0 If you do not have one, pause for a moment and visualize how you would act and feel just five minutes after a major disaster strikes your organization.<\/p>

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Always remember:\u00a0 \u201cWhen you hear the thunder, it is too late to build the ark.\u201d<\/p>

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Anthony Huey is a nationwide speaker on crisis communications and is president of Reputation Management Associates, a communications agency in Columbus, Ohio, specializing in media,\u00a0presentation\u00a0and crisis training.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Where in the World is Anthony?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n Anthony Huey<\/span>\n <\/span>\n Follow<\/span>\n \n <\/path><\/svg>1,431<\/span>\n <\/path><\/svg>1,422<\/span>\n <\/span>\n <\/p>\n

\n Anthony Huey is a highly-rated keynote speaker and communications consultant specializing in media relations, executive speech coaching and crisis consulting. <\/p>\n <\/div>\n

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\n \n \"anthonyhuey;\n <\/a>\n \n Anthony Huey<\/a>\n @anthonyhuey<\/a>\n \n \t\t ·<\/span>\n\t
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One of the best parts of my job is visiting unique and beautiful places like Elkhart Lake, Wisconsin, where I spoke this morning. Strategic Communication tip 7: A Q&A document is the foundation for building out customized (& consistent) messages for each department.<\/p>\n\t\t\t\t\t\t\n \n\t \n \n <\/div>\n \n\t\n

\n \n <\/path><\/g><\/svg> Reply on Twitter 2070638635808952814<\/span>\n <\/a>\n\n \n <\/path><\/svg> Retweet on Twitter 2070638635808952814<\/span>\n 0<\/span>\n <\/a>\n\n \n <\/path><\/g><\/svg> Like on Twitter 2070638635808952814<\/span>\n 2<\/span>\n <\/a>\n\n \n Twitter<\/span>\n 2070638635808952814<\/span>\n <\/a>\n \n\t<\/div>\n\n\t<\/div>\n\n\n
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In Florida today, facilitating a crisis communications drill. News interview tip 9: Long-winded answer leads to being \"taken out of context.\" Keep responses 10-12 seconds and significantly reduce the chance your comments will be misinterpreted.<\/p>\n\t\t\t\t\t\t\n \n\t \n \n <\/div>\n \n\t\n

\n \n <\/path><\/g><\/svg> Reply on Twitter 2069524338005491927<\/span>\n <\/a>\n\n \n <\/path><\/svg> Retweet on Twitter 2069524338005491927<\/span>\n 0<\/span>\n <\/a>\n\n \n <\/path><\/g><\/svg> Like on Twitter 2069524338005491927<\/span>\n 2<\/span>\n <\/a>\n\n \n Twitter<\/span>\n 2069524338005491927<\/span>\n <\/a>\n \n\t<\/div>\n\n\t<\/div>\n\n\n
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Gave keynote this morning at a tech conference in Bismarck, North Dakota. Abusing AI Tip #2:
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Spoke this morning in Boston and then gave an afternoon keynote in Newport, Rhode Island. Sales tip 63: A bad Q&A session can kill a great presentation. Answering questions is an art that can be learned. Learn it!<\/p>\n\t\t\t\t\t\t\n \n\t \n \n <\/div>\n \n\t\n

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Worked all day today with a contractor in Arkansas. Crisis Communications Tip 137: Write the right AI prompts in advance to quickly generate messaging documents in a crisis (buy-time statements, news releases, customer & employee letters, talking points, etc.)<\/p>\n\t\t\t\t\t\t\n \n\t \n \n <\/div>\n \n\t\n

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Communicating in a Crisis Don’t let 30 years of hard work get destroyed in 30 seconds. Tweet The most extreme […]<\/p>\n","protected":false},"author":3,"featured_media":14,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"pmpro_default_level":"","_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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in a Crisis Don’t let 30 years of hard work get destroyed in 30 seconds. 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