2. Crisis
A crisis is an unexpected and detrimental
situation or event.
Primary objectives: Respond quickly,
efficiently, effectively & in a premeditated way
Tell it ALL
Tell it FAST
Tell the TRUTH
3. Effective Strategies During Crisis
Maintain connectivity
Be readily accessible to the news media
Show empathy for the people involved
Streamline communication processes
Maintain information security
Ensure uninterrupted audit trails
Support multi-channel communications
Remove dependencies on paper-based
processes
4. Communication Plan in Crisis
Situations
Preparation and
Response
To prepare: Detail the Communication
Plan in Crisis Situations
Respond quickly
Take immediate steps to control message
Successfully regain public’s trust
Insurance policy for the long-term health of
the organization
5. Chief Components of Crisis
Communication Plan
Crisis Communication Team
CEO
Head of Public Relations
Vice Presidents
Managers of key departments
Safety or Security Officer
Company lawyers
6. Internal Communication Plan
Lay down media strategy
People remember what they hear first and last
Designate an official Technical experts , spokesperson,
engineer, financial expert
Press releases , Practice media questions, interview
scenarios
List of potential witnesses
Fact sheets and other documents : engineering,
insurance information
7. Action During A Crisis
Ensure safety of all involved
Internal statements to all employees
Determine when to go public
“Tell it all; tell it fast”
Send out press release covering who, what, when,
where of the crisis
Press Conference
Media’s job to report latest info available
8. Action During A Crisis (Contd.)
Hand out fact sheets and previous press releases
From the victim’s perspective, respond in a way that is
sensitive to their needs
Never comment or speculate when facts aren’t yet clear
Go for Blogging
Several advantages over traditional media
Immediate,
Near real-time coverage
Humanize your organization
Public can make comments & ask questions
9. Action After A Crisis
Compensate victims
Act quickly to provide restitution
Make a bold commitment to ensure errors will never
happen again
Go public with self-assessment.
Step back and think about your customers.
Consider how the crisis may be affecting them and what
kind of resolution they’ll expect .
Own It.
Admit your mistakes right away.
Proactivity is essential.
Answer questions before they are asked.
10. Action After a Crisis (Contd.)
Admit the problem.
Apologize, apologize, apologize and listen.
Give an honest, simple, sincere apology
Be prepared to listen and listen well
Do the right thing
Fix it – fast!
11. Action After A Crisis (Contd.)
Make sure customers know you’re fixing it, how you’re
fixing it, and when you’ll show them tangible
evidence.
Brand
Move on
Once resolved, let it go and move on.
It’s crucial to thank and reward loyal Loyalty
customers
Rebuild your brand’s image
Look for opportunities – locally, regionally, nationally