The Importance of Crisis Communication Planning

Crisis communication planning can help you deal effectively with those unexpected disasters, emergencies or other unusual events that may cause unfavorable publicity for your organization.

• Be prepared – Although emergencies by their very nature are unpredictable, it is possible to list and prepare for those potential negative scenarios that might occur during chapter activities. It also is possible to set up a communication system that can be activated in almost any emergency situation.
• Do the right thing – In any emergency situation it is imperative that you put the public interest ahead of the organization’s interest. Your first responsibility is to the safety and well being of the people involved. Once safety has been restored, face the public and face the facts. Never try to minimize a serious problem or “smooth it over” in the hopes that no one will notice. Conversely, don’t blow minor incidents out of proportion or allow others to do so.
• Communicate quickly and accurately – Positive, assertive communication focuses attention on the most important aspects of the problem and moves the entire process forward to resolution, even in a negative environment or with an antagonistic news media. Understand that media representatives have an obligation to provide reliable information to their audiences, and they will get that information whether or not you cooperate. If you won’t comment on the situation, you can be sure someone else will. You maintain control by making sure you are at least one of the major sources of media information in a crisis. Give factual information, don’t speculate.
• Follow up – Make amends to those affected and then do whatever is necessary to restore your organizations reputation in the community. Change internal policies or institute new ones to minimize a repeat of the crisis situation. Also, revise your crisis communication plan based on your experience.
• Before the crisis, successful communication will depend, in large part, on the preparations you make long before the emergency occurs.