A crisis never happens on a schedule. Smart companies prepare a plan that keeps the right people informed, neutralizes negative media and avoids inept responses.
The act of planning is as valuable as the plan itself. Planning has five stages:
- Assessing a company’s vulnerabilities and preparedness
- Building scenarios that identify the principal risks
- Drafting key messages and talking points for each scenario
- Training a Crisis Response Team to manage a crisis response
- Training all employees on their roles and responsibilities
Whatever the crisis, the purposeful thinking that went into the plan enables a company to:
- Respond quickly and effectively to the fluid unpredictability of a crisis
- Deal with the negative fallout quickly and accurately.
- Provide follow-up information to ensure accurate media coverage.
- Communicate with employees, customers and stakeholders.
When a crisis does strike and the plan must be activated, companies often choose to hire Cindy Miller Communications to help with media relations, press releases, additional key messages, statements to the public, coordination of the company’s responses and follow-up after the crisis has passed.