Crisis media communications? That's only for big companies when they get in trouble, right? Like an oil spill? A plane crash? Maybe a tire recalls? You say your company's not even a blip on the economy's radar screen. You think you don't need a crisis media communications plan because you employ just a handful of people, Think again! If you're in business - any business - you need a crisis media communications plan, one that includes at least these basic elements.

Don't believe me? OK, let's say you bake really yummy pies in your kitchen. And your corner store sells them for you. When someone tells their doctor they got sick from eating one of your yummy pies, you'd better have a crisis media communication plan.

Or you're a landscape contractor. What could possibly go wrong when all you do is plant trees, cut grass, and maybe move a little dirt. Well when the driver of your dump truck runs into a school bus that's stopped to let kids off, you'd better have a crisis media communications plan.

Or maybe you're a dentist, a good one from what your patients say. You and your staff are working on an old gentlemen from your local retirement center. You give him something to deaden the pain so you can start drilling. Suddenly he's dead. You'd better have a crisis media communication plan.

Yes, even the most seemingly harmless business must have at least these basic elements of a crisis media communications plan in place...

Designate only one person to speak on behalf of the company - to the media, the authorities, to everyone asking questions. Also name an alternate to handle that responsibility in case your designated crisis media spokesperson is not available.

With the help of an attorney, preferably one who's been involved in crises, train your spokespeople on what types of questions to answer - or not - and how to answer calmly only the questions they are asked. Also teach them to never volunteer any information beyond what they are specifically asked.

Let everyone in your company know who your crisis media spokespeople are and what their function is. Require that anyone with any knowledge of or involvement in your company's crisis speak only to your company's attorney and to your senior management. Your attorney will then share the appropriate information with your crisis media spokesperson.

Your spokespeople should also be taught that if they don't not know, or are not sure of the answer to a question - or they face a question they've been told not to answer - that they should tell their questioner that they don't know the answer. At the same time, your crisis media spokesperson should tell their questioner that he or she will try to get an answer for them; then promptly get back to the questioner with that answer.

Your crisis media spokesperson should never tell a questioner that he or she has to talk with your company's attorney before they can answer a question...but the safest way to answer any question - time permitting - is to discuss potential answers in advance with your company's attorney and your senior management.

Source: Phil Grisolia  link