Communication in Crisis Situations

Dr. G C Mohanta, BE, MSc(Engg), MBA, PhD(Mgt)

Professor

Crisis

A crisis is an unexpected and detrimental situation or event.

Primary objectives: Respond quickly, efficiently, effectively & in a premeditated way

Tell it ALL

Tell it FAST

Tell the TRUTH

Effective Strategies During Crisis Maintain connectivity

Be readily accessible to the news media

Show empathy for the people involved

Streamline communication processes

Maintain information security

Ensure uninterrupted audit trails

Support multi-channel communications

Remove dependencies on paper-based processes

Communication Plan in Crisis Situations

Preparation and

Response

To prepare: Detail the Communication Plan in Crisis Situations

Respond quickly

Take immediate steps to control message

Successfully regain public’s trust

Insurance policy for the long-term health of the organization

Chief Components of Crisis Communication Plan

Crisis Communication Team

CEO

Head of Public Relations

Vice Presidents

Managers of key departments

Safety or Security Officer

Company lawyers

Internal Communication Plan

Lay down media strategy

People remember what they hear first and last

Designate an official Technical experts , spokesperson, engineer, financial expert

Press releases , Practice media questions, interview scenarios

List of potential witnesses

Fact sheets and other documents : engineering, insurance information

Action During A Crisis

Ensure safety of all involved

Internal statements to all employees

Determine when to go public

“Tell it all; tell it fast”

Send out press release covering who, what, when, where of the crisis

Press Conference

Media’s job to report latest info available

Action During A Crisis (Contd.)

Hand out fact sheets and previous press releases

From the victim’s perspective, respond in a way that is sensitive to their needs

Never comment or speculate when facts aren’t yet clear

Go for Blogging

Several advantages over traditional media

Immediate,

Near real-time coverage

Humanize your organization

Public can make comments & ask questions

Action After A Crisis Compensate victims

Act quickly to provide restitution

Make a bold commitment to ensure errors will never happen again

Go public with self-assessment.

Step back and think about your customers.

Consider how the crisis may be affecting them and what kind of resolution they’ll expect .

Own It.

Admit your mistakes right away.

Proactivity is essential.

Answer questions before they are asked.

Action After a Crisis (Contd.)

Admit the problem.

Apologize, apologize, apologize and listen.

Give an honest, simple, sincere apology

Be prepared to listen and listen well

Do the right thing

Fix it – fast!

Action After A Crisis (Contd.)

Make sure customers know you’re fixing it, how you’re fixing it, and when you’ll show them tangible evidence.

Brand

Move on

Once resolved, let it go and move on.

It’s crucial to thank and reward loyal Loyalty customers

Rebuild your brand’s image

Look for opportunities – locally, regionally, nationally