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
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