Crises
affect the best run
companies and
organizations. They also
spring-up with great
frequency in less well
run companies and
organizations. Generally
crises are the result of
smart people doing dumb
things. Sometimes they
are the result of poor
quality, greed,
corruption or worse.
Regardless of the reason
for crises, it must be
handled with the utmost
care, speed and
professionalism.
The ten point outlined
below identify the key
elements to success
crisis media.
1. Identify the problem
What is the crisis?
Define it. Not what
caused it or who is to
blame but rather what it
is in clear terms. This
can also be referred to
as the problem
statement.
2. Create a crisis media
team
Now that the crisis is
defined, what areas does
it touch? Assemble a
crisis media team with
the owners of the
subject matter experts
in each of those areas.
For a business this
generally means:
executive management
with a representative,
marketing/product
management, operations,
legal, human resources,
information technology,
finance, PR or media
relations sales and
research & development.
If any of these
functions are not
necessary, do not
include them in the
crisis media team just
to fill a seat. For
other organizations such
as non-profits it may
include: executive
leadership, development,
IT, member relations,
finance, PR or media
relations, human
resources and marketing.
3. Set up a command
center.
Find a place where all
the members of the
crisis media team can
meet and updates on the
crises can be monitored
and tracked. The command
center should be manned
7x45 by a representative
of each key functional
area until the crises
has been resolved.
4. Communicate out.
The first thing the
crisis media team needs
to do once the problem
has been identified is
communicate the problems
and what is being done
about it quickly and
clearly to all
appropriate media
outlets through PR or
media relations.
Generally, more
information is better.
The more senior the
person providing the
updates is the better
also. Ideally it should
be the CEO of the
company or organization
or the most senior
person directly involved
with the crisis. Also
update customers,
investors, employees,
clients, constituents,
and members - anyone
with an interest in the
company or organization.
5. Problem breakdown
Break down the problem
with the crisis media
team. Identify what the
problem is, what the
potential solutions are
and which are the most
viable courses of
action. Bring in other
subject matter experts
as needed but do not
take the accountable
functional areas owners
out of the loop or off
the hook. They own a
successful resolution
from their area.
6. Receive
communications in.
Concerns of customers,
employees, shareholders
and constituents need to
be addressed. Set up
phone hotlines and email
folders related to the
crises. Have
knowledgeable people
take the calls. If they
cannot, have a mechanism
so every call is
returned with an answer
in 24 hours. The same
holds true with e-mails.
7. Resolve the problem.
Nothing is more
important than resolving
the problem or crises
because it is a
disruption to everyday
business. It could ruin
the reputation of the
business or
organization. For a
company it can destroy
shareholder value. For
other organizations it
can impact membership,
causes, careers, lives
and worse. The crisis
media team needs to
commit their time, money
and energy and also grab
the best and the
brightest internal or
external to the company
or organization to
resolve the problem or
crisis quickly.
8. Provide updates and
resolution.
Communicate updates
through all outlets and
communicate final
resolution of crisis at
the most senior level
available. Communicate
frequently. Communicate
in a timely fashion. Do
not hold information
back. Make leaders,
functional owners and
subject matter experts
available to questions
from the media (all
forms). Have all
communication controlled
through the command
center i.e. centrally.
9. Investigate (the post
mortem).
After the crisis has
been resolved establish
a crisis media team to
investigate what
happened, why, who was
responsible and what
actions need to be taken
to insure that it does
not happen again (or is
minimized). Insure the
crisis media team has
full access plus as much
time and budget as they
need to do their jobs
effectively.
10. Integrate
improvements
Integrate the findings
of the crisis media team
into business as usual.
Take the learning’s from
the crises to change the
business or organization
so there is a minimal
chance of the crisis
repeating itself. Make
these changes know to
all the company's or
organization's
stakeholders.
Crises happen - no
matter how careful,
quality conscience and
integrity focused any
company or organization
considers itself. And
when they do, it is up
to the leadership to
establish a crises
crisis media team and
command center quickly.
By following these 10
steps, the best will be
made out of any bad
situation.
Source: George F. Franks
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