I\u2019ve met senior-level corporate executives who could stand up in front of a 1,000-person conference audience without a fear and perform beautifully \u2013 but who would get virtual lockjaw when they knew a video camera was pointed their way for a one-on-one interview.<\/p>\n
I\u2019ve also known very effective written communicators who should probably never do spoken interviews because they\u2019re way too likely to \u201cstep in it\u201d using that format.<\/p>\n
Matching a potential spokesperson\u2019s skills with his\/her assignments as a member of the Crisis Communications Team is critical.<\/p>\n
Some spokespersons may naturally excel at all forms of crisis communications \u2013 traditional media, social media, B2B, internal, etc. Others may be more limited. Only certain types of highly sensitive crises (e.g., ones involving significant loss of life) virtually mandate the chief executive be the lead spokesperson\u00a0unless there is very good cause to the contrary<\/i>.<\/p>\n
The fact is that some chief executives are brilliant organizational leaders but not very effective in-person communicators. The decision about who should speak is made after a crisis breaks \u2013 but the pool of potential spokespersons should be identified and trained in advance.<\/p>\n
Not only are spokespersons needed for media communications, but for all types and forms of communications, internal and external, including on-camera, at a public meeting, at employee meetings, etc. You really don\u2019t want to be making decisions about so many different types of spokespersons while \u201cunder fire.\u201d<\/p>\n
4. Spokesperson Training<\/p>\n
Two typical quotes from well-intentioned organization executives summarize the reason why your spokespersons should receive professional training in how to speak to the media:<\/p>\n
\u201cI talked to that nice reporter for over an hour and he didn\u2019t use the most important news about my organization.\u201d<\/p>\n
\u201cI\u2019ve done a lot of public speaking. I won\u2019t have any trouble at that public hearing.\u201d<\/p><\/blockquote>\n
Regarding the first example, there have hundreds of people skewered by CBS\u2019 \u201c60 Minutes\u201d or ABC\u2019s \u201c20\/20\u201d who thought they knew how to talk to the press. In the second case, most executives who have attended a hostile public hearing have gone home wishing they had been wearing a pair of Depends. They didn\u2019t learn, in advance, the critical differences between proactive PR, which focuses on promoting your organization, and crisis communications, which focus on preserving your organization.<\/p>\n
All stakeholders, internal and external, are just as capable of misunderstanding or misinterpreting information about your organization as the media, and it\u2019s your responsibility to minimize the chance of that happening.<\/p>\n
Spokesperson training teaches you to be prepared, to be ready to respond in a way that optimizes the response of all stakeholders.<\/p>\n
5. Establish Notification and Monitoring Systems<\/p>\n
Notification Systems<\/i><\/p>\n
Remember when the only way to reach someone quickly was by a single phone or fax number, assuming they were there to receive either?<\/p>\n
Today, we have to have \u2013 immediately at hand \u2013 the means to reach our internal and external stakeholders using multiple modalities. Many of us have several phone numbers, more than one email address, and can receive SMS (text) messages or faxes. Instant Messenger programs, either public or proprietary, are also very popular for business and personal use. We can even send audio and video messages via email. And then, of course, there is social media. This may be the best\/fastest way to reach some of our stakeholders, but setting up social media accounts for this purpose and developing a number of followers\/friends\/contacts on the various social media platforms (e.g., Facebook, LinkedIn, Google+) is not something you can do\u00a0after<\/i>\u00a0a crisis breaks, because nowhere does news of a crisis spread faster and more out of your control than on social media.<\/p>\n
Depending on how \u201ctechie\u201d we choose to be, all of this type of communication \u2013 and more \u2013 may be received on or sent by a single device!<\/p>\n
It is absolutely essential, pre-crisis, to establish notification systems that will allow you to rapidly reach your stakeholders using multiple modalities. The Virginia Tech campus shooting catastrophe, where email was the sole means of alerting students initially, proves that using any single modality can make a crisis worse. Some of us may be on email constantly, others not so. Some of us receive our cellphone calls or messages quickly, some not. If you use more than one modality to reach your stakeholders, the chances are much greater that the message will go through.<\/p>\n
For a long time, those of us in crisis management relied on the old-fashioned \u201cphone tree\u201d and teams of callers to track people down. Fortunately, today there is technology \u2013 offered by multiple vendors for rent or purchase \u2013 that can be set up to automatically start contacting all stakeholders in your pre-established database and keep trying to reach them until they confirm (e.g., by pressing a certain number on a phone keypad) that the message has been received. Technology you can trigger with a single call or email.<\/p>\n
Monitoring Systems<\/i><\/p>\n
Intelligence gathering is an essential component of both crisis prevention and crisis response.<\/p>\n
Knowing what\u2019s being said about you on social media, in traditional media, by your employees, customers, and other stakeholders often allows you to catch a negative \u201ctrend\u201d that, if unchecked, turns into a crisis.<\/p>\n
Likewise, monitoring feedback from all stakeholders during a crisis situation allows you to accurately adapt your strategy and tactics<\/p>\n
Both require monitoring systems be established in advance. For traditional and social media, Google Alerts are the no-cost favorite. There a variety of paid monitoring services that provide not only monitoring, but also the ability to report results in a number of formats useful to planners. Monitoring other stakeholders means training personnel who have front-line contact with stakeholders (e.g., Customer Service) to report what they\u2019re hearing or seeing to decision-makers on your Crisis Communications Team.<\/p>\n
6. Identify and Know Your Stakeholders<\/p>\n
Who are the internal and external stakeholders that matter to your organization? I consider employees to be your most important audience, because\u00a0every employee is a PR representative and crisis manager for your organization whether you want them to be or not!<\/i>\u00a0But, ultimately, all stakeholders will be talking about you to others not on your contact list, so it\u2019s up to you to ensure that they receive the messages you would like them to repeat elsewhere.<\/p>\n
7. Develop Holding Statements<\/p>\n
While full message development must await the outbreak of an actual crisis, \u201cholding statements,\u201d messages designed for use immediately after a crisis breaks, can be developed in advance to be used for a wide variety of scenarios to which the organization is perceived to be vulnerable, based on the assessment you conducted in Step 1 of this process. An example of holding statements by a hotel chain with properties hit by a natural disaster, before the organization headquarters has any hard factual information, might be:<\/p>\n
\u201cWe have implemented our crisis response plan, which places the highest priority on the health and safety of our guests and staff.\u201d<\/i><\/p>\n
\u201cOur hearts and minds are with those who are in harm\u2019s way, and we hope that they are well.\u201d<\/i><\/p>\n
\u201cWe will be supplying additional information when it is available and posting it on our website.\u201d<\/i><\/p><\/blockquote>\n
The organization\u2019s Crisis Communications Team should regularly review holding statements to determine if they require revision and\/or whether statements for other scenarios should be developed.<\/p>\n
POST-CRISIS<\/p>\n
8. Assess the Crisis Situation<\/p>\n
Reacting without adequate information is a classic \u201cshoot first and ask questions afterwards\u201d situation in which you could be the primary victim. However, if you\u2019ve done all of the above first, it\u2019s a \u201csimple\u201d matter of having the Crisis Communications Team on the receiving end of information coming in from your team members, ensuring the right type of information is being provided so you can proceed with determining the appropriate response.<\/p>\n
Assessing the crisis situation is, therefore, the first crisis communications step you can\u2019t take in advance. If you haven\u2019t prepared in advance, your reaction will be delayed by the time it takes your in-house staff or quickly hired consultants to run through steps 1 to 7. Furthermore, a hastily created crisis communications strategy and team are never as efficient as those planned and rehearsed in advance.<\/p>\n
9. Finalize and Adapt Key Messages<\/p>\n
With holding statements available as a starting point, the Crisis Communications Team must continue developing the crisis-specific messages required for any given situation. The team already knows, categorically, what type of information its stakeholders are looking for. What should those stakeholders know about\u00a0this<\/i>\u00a0crisis? Keep it simple. Have no more than three main messages that go to all stakeholders and, as necessary, some audience-specific messages for individual groups of stakeholders.<\/p>\n
10. Post-Crisis Analysis<\/p>\n
After the fecal matter is no longer interacting with the rotating blades, the question must be asked, \u201cWhat did we learn from this?\u201d<\/p>\n
A formal analysis of what was done right, what was done wrong, what could be done better next time and how to improve various elements of crisis preparedness is another must-do activity for any Crisis Communications Team. I have developed a formal process for accomplishing this, but even a solid in-house brainstorming session can do the job.<\/p>\n
\u201cIt Can\u2019t Happen To Us\u201d<\/p>\n
When a healthy organization\u2019s CEO or CFO looks at the cost of preparing a crisis communications plan, either a heavy investment of in-house time or retention of an outside professional for a substantial fee, it is tempting for them to fantasize \u201cit can\u2019t happen to us\u201d or \u201cif it happens to us, we can handle it relatively easily.\u201d<\/p>\n
Hopefully, that type of ostrich emulation is rapidly becoming a thing of the past. Yet I know when all is said and done, thousands of organizations hit by natural and man-made disasters will have suffered far more damage than would have occurred with a fully developed crisis communications plan in place. This has also been painfully true for scores of clients I have served over the past 30+ years. Even the best crisis management professional is playing catch up \u2013 with more damage occurring all the time \u2013 when the organization has no crisis communications infrastructure already in place.<\/p>\n
The Last Word \u2013 For Now<\/p>\n
I would like to believe organizations worldwide are finally \u201cgetting it\u201d about crisis preparedness, whether we\u2019re talking about crisis communications, disaster response or business continuity. Certainly, client demand for advance preparation has increased dramatically in the past half-decade, at least for my consultancy. But I fear there is, in fact, little change in what I have said in the past \u2013 that 95 percent of American organizations remain either completely unprepared or significantly under-prepared for crises. And my colleagues overseas report little better, and sometimes worse statistics.<\/p>\n
Choose to be part of the prepared minority. Your stakeholders will appreciate it!<\/p>\n","protected":false},"excerpt":{"rendered":"
Has Your PR Company got your back? 1. Anticipate Crises If you\u2019re being proactive and preparing for crises, gather your Crisis Communications Team for intensive brainstorming sessions on all the potential crises that could occur at your organization. There are at least two immediate benefits to this exercise: You may…<\/p>\n","protected":false},"author":1,"featured_media":88,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,1],"tags":[],"class_list":["post-90","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-posts","category-uncategorised"],"_links":{"self":[{"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=\/wp\/v2\/posts\/90","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=90"}],"version-history":[{"count":1,"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=\/wp\/v2\/posts\/90\/revisions"}],"predecessor-version":[{"id":91,"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=\/wp\/v2\/posts\/90\/revisions\/91"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=\/wp\/v2\/media\/88"}],"wp:attachment":[{"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=90"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=90"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.diante.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=90"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}