In Case of Emergency . . . COMMUNICATE!
The media likes to report on the anniversary of major disasters and events.
In retrospect, it is easy to see missteps that contributed to an emergency situation and mistakes made in responding. It’s extremely difficult, however, to draft a plan in the middle of a storm.
In case of emergency, having a plan comes in handy.
Hospitals and first responders regularly schedule disaster drills to help prepare for emergency situations. Aside from best practices and protocols specific to an organization or industry, ensuring everyone knows how to work together, establishing a chain of command and clear lines of communication are key to successfully navigating a stormy situation.
A good plan will outline how each individual, area or department will work together, define goals for each stage of the response and identify who is responsible for each area and how they will they gather, disseminate and respond to communication.
Designate someone to address the media and have a backup if this person is unavailable. The media contact should be someone with authority and knowledge who can confidently and calmly respond to inquiries and provide updates.
Internal and external communication needs to be coordinated to ensure a unified effort. Having the right information at the right time delivered to the right people is crucial in emergency situations. Those charged with responding to the media need to stick to the facts as they unfold and avoid opinion and speculation.
Early in my career I was the media contact for a hospital during a chemical leak from a nearby plant. The air turned green! Before I was able to get through emergency roadblocks, rumors were flying. I had to quickly relay reliable information to multiple media outlets. Everyone from ER doctors to nurses to the CEO to the head of maintenance knew what information was to flow to me as the media was calling for updates every 15 - 30 minutes since this was before everyone was online. Thankfully, the situation was resolved without serious injuries.
Because we had a plan outlining clear lines of communication and a coordinated effort, I was able to update media outlets in Henderson, Las Vegas and national wire services before they needed call. Sometimes the update was there was no new information to report. This is still an important update because it continues to keep the media in the loop about the situation and helps decrease rumors and speculation.
In case of emergency, how you respond determines how well you weather the storm. Here are a few tips to help you deal with a crisis:
- always tell the truth
- respond promptly because the media have deadlines
- offer a sincere apology, when necessary
- focus on solutions and next steps
· explain what you’re doing to correct the situation now and measures you’re implementing to prevent another situation in the future
· have core messages that clearly communicate your company’s mission and vision and how you’re responding in accordance with your values and priorities
· stick to the facts at hand instead of responding to speculation or rumors.
For more information on creating a communication plan, email me.