It is essential that an organisation – no matter what its business - proactively protects and manages its reputation and image from the moment it is launched. Bad publicity (which undermines the organisation’s credibility and service) can result from a number of unexpected events or circumstances and the unnecessary withholding of information during a crisis encourages speculation and rumour can magnify an incident out of proportion.
Being as proactive as possible to pre-empt any crisis situations requires planning and preparing a communications strategy and system that will provide immediate access to spokespersons, as well as immediate comment and action.
An organisation needs to have, as part of its media strategy, well thought-out and appropriate responses that can be provided to the media as quickly as possible.
Some of the general elements of crisis planning to consider:
1. Expect the worst case scenarios.
2. Have a crisis management plan prepared.
3. Be prepared to demonstrate human concern for what has happened.
4. The organisation involved needs to rapidly establish themselves as the single authoritative source of information, with clearly identified spokesperson/s to handle all communication.
5. See the media as an ally, not an enemy – they can be part of the armoury for containing the effects of a crisis.
6. Set the main players up in a “room of operation” for authorised and specialist comment and action or create a Whatsapp Group so the communication lines are clear.
7. Make sure spokespersons are available 24/7 to take calls/answer mails.
8. If appropriate, you can win your opponents over by inviting them to get involving in resolving the problems.
9. Add credibility to the cause by inviting objective, authoritative bodies to help end the crisis.
10. Use layman terms when communicating during a crisis – everything must be clear and easy to understand.
11. Know your audiences
12. Test the crisis plan
The biggest new stories as presented by the media:
1. Loss of life
2. Danger to individuals or the community
3. Major political scandal or embarrassment
4. Pollution or major damage to the environment
5. Disaster involving major loss of facilities, equipment or theft