Having just come through a crisis situation with a client, I am reminded of some “best practices” that may be worth sharing:
1. Respect the public. They are savvy, and they have access to an immense amount of information. The public reacts positively to honest, clear communications, especially if the company is committed to fixing the problem and tells them how they intend to do that.
2. Be quick to communicate. The world is working at warp speed, and the news media has a voracious appetite for instant news. If you don’t provide information immediately, someone will.
3. Choose the right spokesperson. This should be someone who is knowledgeable about the crisis, its impacts and what is being done to address it.
4. Understand expectations. The public expects the company to be in charge and to have a plan. Address the crisis situation clearly, compassionately and frequently.
5. Preparation pays off. Know in advance how you want to handle potential crises. Otherwise, you may lose valuable time trying to determine how to best respond.
