Regardless of experience level, communications professionals left the workshop “When the Crisis Hits the Fan … Whatcha Gonna Do?” with a wealth of information about how to launch or improve their organizations’ crises communications plan. This was the topic of the National Capitol Chapter of the Public Relations Society of America's (PRSA-NCC) August 11 professional development seminar at the Navy Memorial and Heritage Center.
Tim Tinker, Director of Booz Allen Hamilton’s Center for Risk and Crisis Communication, kicked off by stressing the importance of research. He suggested identifying a potential crisis scenario and determining where your organization stands at the moment—what resources are on hand, what is needed, what are the obstacles and what are the priorities to address.
“Everyone should know there is a process in place”, said Tinker. The internal approval process must be addressed so that everyone knows that a crisis is not the same as the routine when approval can take days. Tinker also addressed the use of social media during a crises and the importance of rumor management.
“Discipline and message are key,” stressed Lane Bailey, President of Global Public Affairs for GolinHarris. “Establish three key messages—no more—and define the roles. There is no substitute for practice to get everyone on message,” says Bailey. “Get your spokespeople to practice on camera answering tough questions. No one should be exempt from practice including the CEO, subject matter experts and the usual spokespeople.”
Lisa Farbstein, lead spokesperson for the Washington Metropolitan Area Transit Authority, talked about lessons learned during Metro’s tragic train crash in which nine people died. She said they should have gotten their emergency web site up earlier and she said they had not anticipated how deeply and adversely the trauma would impact the staff.
David Ray of the American Meat Institute found that it was important to build lists of reporters covering the story of the first case of Bovine Spongiform Encephalopathy (“Mad Cow Disease”) in the U.S. and to follow up when there were errors.
So in just under two hours, participants learned what to do and what not to do when designing and implementing a crisis communications plan. All would likely agree is was time well spent.
Key Points for a Crisis Com Plan
1. PLAN & PREPARE!
2. Safety first
3. Think of scenario
4. Research
5. Identify team
6. Manage rumors
7. Use social media
8. Practice plan
9. Establish message
10. Evaluate
11. Senior leadership
12. Media relationships
13. Involve members
14. Lessons learned
by Nolu Crockett-Ntonga