According to a slide show given by my professor, Crisis is defined as “A nonroutine event that risks undesired visibility that in turn threatens significant reputational damage.” Almost every business or company will experience some type of crisis over time. No matter how big or small it may be, companies who are already prepared will eventually recover.
Seven ways to be prepared for crisis:
- A list of the members of the crisis management team
- Contact information for key officers, spokespeople, and crisis management members
- Fact sheets on the company, each division, each physical location, and each product offered.
- Profiles and biographies for each key manager in your company
- Copies of your company, division and product logos, your press release format and the scanned in signature of your CEO on disk
- Pre-written scripts answering key questions that you have generated through your crisis scenario analysis
- Contact information for each of you key media contacts both locally, nationally, and if appropriate, key financial press and analysts
Although planning is important for many things, the benefits of early planning can reduce stress, demonstrate goodwill, flow information, and involve stakeholders.
A good emergency personnel team will require someone capable doing each job to ensure that the 3 R’s of Crisis Communication (Research, Response, Recovery) are all addressed and carried out.