Living in the era of crisis (communication): 7 tips to deal with it Crisis has become a part of our lives. We live in a knowledge society in which nothing lasts and everything changes. Whether its is an institutional crisis, a natural disaster, a nuclear accident, a terrorist incident, a dioxin affair, a stock market crash or a company closing down, crisis has become an everyday topic. Crises can be complex with unpredictable effects and can move fast. The most important thing to remember concerning a crisis communication strategy is that you should not begin to draft it once the crisis is there. Effective crisis communication is built on preparation. It necessarily involves a number of considerations about whom, when, what and how to communicate. A crisis can be managed by making the right steps at the right moment and using the right tools. Here are seven tips for effectively handling a crisis situation: 1. Be prepared If you still do not have a plan, do not wait for the crisis to strike first. Every organisation needs a plan to identify who says what when bad news is on the doorstep. Identify a small team of people in your organisation as your crisis communication team. A written plan will save you time and will reduce the stress of the management, and allow them to focus on dealing with the situation when it is there. 2. Speak first Communicating immediately and effectively should be your first priority. This will build public trust and will reduce rumors and misinformation. Journalists have deadlines that they have to respect and if you do not speak to the media, someone else will. Organisations that communicate first have much greater chance to become a main source of information for the press during the crisis. 3. Be transparent and honest Trying to mask the intensity of any crisis is a recipe for trouble. Information usually comes out anyway and a lack of transparency could reinforce suspicions and make it worse. In our days even the most seemingly insignificant detail can go viral with minutes and reputations are more and more at the mercy of social media. People need information but they also understand that you don’t have all the answers. 4. Be consistent and stick to the facts Tell people as early as possible the good and the bad news. Speak with one voice. Identify one central spokesperson who has the authority and the knowledge to speak on behalf of your organisation and shows empathy. If you are not 100% certain for the facts, do not communicate them. Do not speculate but share information about how you are planning to address the problem. 5. Keep talking Keep talking once the initial crisis phase has passed. This will help to avoid media coverage getting (more) negative. When working with the media you have to be patient and courteous. Respond to incorrect information. Provide the press with more background information. Announce when your next update will be. Don’t blame other people or minimize the situation. 6. Do not forget social media Social media give the possibility to everyone with internet access to become a citizen journalist. It is a tool that can affect in a negative way, but can also cause positive outcomes if properly used. So, make sure that your crisis plan includes social media protocols and hire an experienced monitoring agency during an emergency situation. However, when a crisis hit, every organisation should take advantage of both new and traditional media to communicate. 7. Seize the opportunity The Chinese word for crisis consists of two characters: one meaning danger, and one meaning opportunity. Everyone focuses on negative issues during crises. It is easy to ignore opportunities. Nevertheless, there are no crises without opportunities. Try to focus on those and make the situation work in your favor. Stavros Papagianneas
Posted on: Tue, 24 Sep 2013 15:32:11 +0000
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