You will want to know how to communicate with the public when there is a crisis.If you report inaccurate information it can affect your reputation.False rumors have a negative effect.A crisis communications plan is important.You can designate who will speak on behalf of the organization in this plan.You have to contact your key constituencies directly.Pre-script answers to common questions help you in an emergency.If the information is accurate, you should update the crisis communications plan regularly.
Step 1: The team should draft the plan.
You should think about who should be on your crisis communications team.Ask them to join you in drafting your crisis communications plan once you identify them.Do anyone have crisis management experience?You will want that person to participate if that is the case.Is someone in your organization familiar with the community?Is this person respected?They should be on your crisis team.
Step 2: The purpose of the plan needs to be clarified.
Your purpose is to lay out guidelines for coordinating a response to crises at your organization.By including a purpose at the beginning of the document, you reinforce the plan's purpose.In the event of a crisis, incident, or emergency when providing accurate information immediately is vital, this plan creates guidelines for communicating within the company.
Step 3: You need to identify your crisis communications team.
You will need a lot of people to handle the communication during the incident.Define their responsibilities once you identify their roles.Make sure there isn't a lot of overlap.You will probably need people to be a spokesman.This person is the only one who speaks to the media.An assistant to the spokesman.The command center has a person in charge.The person is in charge of all the responses to the crisis.This can be the spokesman in a small crisis.Larger crises will require someone to act alone.Each of your audiences have liaisons.If you want to contact this person, give them their name.Workers at the phone bank.They are able to answer calls and give information.A media coverage collector.Coverage of the event can be found on television, in the newspaper and on the web.Speech writer and a press release writer.There is a scenario planner.
Step 4: How will you name the person?
The most important person is the spokesman.They should be able to communicate with the news media.If there is a crisis, the spokesman might change.The crisis communications plan has one spokesman.You can name the head of media relations.This person might not have the best information during the crisis.The person who will act as the spokesman could be chosen by your head of media relations.
Step 5: List the constituencies that need to be notified.
There are certain audiences that every organization needs to communicate with.Depending on your organization, the audiences will be different.Every organization has three to eight publics it must communicate with during a crisis, though the exact number will depend on your business.Consider employees as a sample constituency.You can divide employees into groups.For example, full-time employees may need a separate unit.News media.You should include the news media as a constituency because they reach a wide audience.People who use your products or services.If you are a university, this would be your students.There are people near a crisis site.Government officials or regulators.If you are an owner of a business.
Step 6: Contact information for each constituency.
You do not want to be looking for contact information during an emergency.Get as much contact information as possible, including the following: organization name name of an individual to contact at the organization business telephone number email address fax number
Step 7: It's a good idea to create a checklist for notifying management.
You need to notify management when you become aware of an incident.The crisis communications team will not make decisions for the organization.Management needs to make those decisions, so they need to be notified as soon as possible.You should come up with a list of things to do in the first few hours.Let the head of marketing know about the incident.Inquire about the incident.Inform the other executive board members.The crisis communications committee should be contacted.Alert other team members.
Step 8: A crisis command center is what you should choose.
In an emergency, you want your team to gather at a single site so that you can bounce ideas off each other.You will be able to coordinate your response to media requests on this site.If you need to hold a press conference, you can use this space.The command center should already have telephone lines, Internet connection, and other technology.Building diagrams, pens, paper, clipboards, and white boards are some of the materials you will need in your center.It should be available on short notice.The command center should be close to the people.If one of the possible sites isn't available, you should choose at least two.
Step 9: A policy is needed for creating a fact sheet.
Your crisis communications team will want to distribute fact sheets.They can be posted on your website.Fact sheets can help prevent misinformation from spreading.The fact sheet should be checked for accuracy before it is distributed.A sample provision might say that a fact sheet will be prepared soon after the incident.The purpose is to communicate with our key constituencies and the news media.The fact sheet will be checked for accuracy by those who have direct knowledge of the incident.Fact sheets will be posted or distributed with a time stamp.
Step 10: How will you inform the media?
Consider how you can keep the media apprised of new developments.The news media can affect the public through their coverage.The media will be briefed on extended crises.Someone may need to talk to the media daily if you have an ongoing investigation.Will you build a news media center?Satellite trucks are often used by news media, so you need an area that can hold them.Who will decide who to admit in your organization?Since shutting the media out completely could result in negative coverage, you want to allow some access.How will you handle requests to speak to people other than the official?How will you make sure that only factual information is given out?
Step 11: Common crisis scenarios should be identified.
You will most likely feel overwhelmed during a real incident.The news media will be interested in any information you give them.You should think about how you will handle crises in the future.Property damage at your facility is something you should begin by identifying.Accidents cause injuries to employees and other people.Problems with the quality of products or services are included in production or service interruptions.There are natural disasters.There are lawsuits against the company.
Step 12: Consider questions that are common.
Audience questions will be based on how the incident may affect them.You can draft template answers to these questions if you think about them.Consider the following questions for employees.I don't know if I should report to work.News media asked, "Is it safe to return to work?"Who caused the incident and who is responsible for keeping it from happening again?Government officials and regulators asked, "When will my product arrive?"When will you be back in service and how many employees are affected by this?
Step 13: scripted templates as answers
You should include blank lines for information that will change.When you might not be able to think clearly, these templates can help.Don't say no comment as an answer.Tell the caller you will investigate and get back to them.Personnel matters or issues related to ongoing legal cases should not be discussed.Explain to those situations why you can't give them information.
Step 14: Don't forget to admit fault.
You should take responsibility if the organization is to blame.The public forgives.You will increase your trustworthiness as well.It is up to management to decide when to admit mistakes, so have your crisis coordinators in contact with them.
Step 15: Provide for an After Action Report.
After an incident, you should convene meetings of your crisis communications team.A provision should be included for creating an AAR.Within 10 days of the crisis, the team will convene to review any lessons learned.The basis of a more comprehensive AAR will be shared with management after these lessons are included.
Step 16: Test your plan.
Do you know what crisis situations are most likely to strike your company?To confirm that you have not ignored any challenges or opportunities, run through the plan with a practice drill.The communications team should identify any weaknesses when you finish the test.The plan should be revised before it's distributed.
Step 17: When should the plan be updated?
Plans can become outdated.You will want to keep your contact information up to date.It's a good idea to double check quarterly to make sure contact information is up-to-date.One person should be in charge of updating the plan.
Step 18: Send copies of the plan.
The crisis communication plan should be given to key personnel as soon as possible.You can make it available in printed and electronic form.The communications plan can be posted to a secured server.Limit access to people who are authorized to see it.Don't distribute the communications plan to unauthorized personnel.The label "For Official Use Only" can be included on the plan.