Fall 2003 - Marketing Dimensions from Traymore Marketing

	Fall 2003

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Crisis Communication: Preparation is Key

by Robert M. Felber, MAS, President, Traymore Marketing
The last thing you want is to be blind-sided by a crisis. Let’s face it...a crisis situation is certainly never planned. But actively preparing to deal with crisis situations can soften the blow. It is imperative to have a crisis plan in place before such a situation arises. If you are one of the lucky ones, you will never have to use it! But most of us are not so fortunate. Here are a few key tips that have helped our clients through the years.

First, be sure to have an internal crisis communication network in place. What is the chain of notification in case of an emergency? Do you know who informs whom? You don’t want to leave anyone out of the loop. How terrible it would be if your public relations representative receives a media call and has no idea what has happened! Put it down on paper just like an organizational chart. Be sure to include all phone numbers such as cell phone, pager and home numbers.

Second, do not expect others to be patient or understanding in a crisis. Media, in particular, will not want to be put on the back burner. Prepare a call log form to be given to whoever will be taking incoming calls to your business. Each inquiry should be listed as they call, including name, company, return phone number and time of the call. Also include a column for the time of the returned call. As you return the calls, log the time returned and notes regarding the conversation. If you or someone promises the media you will return a call in fifteen minutes, return the call. Build credibility at every step of the crisis.

Lastly, designate at least one company spokesperson for interviews (radio, phone, TV, etc.). This designated person should be thoroughly media trained and practiced. This is important to keep the message consistent. Train them on how to be on-camera, where to look, how to stand, and most importantly, what to say (and not say!). Write a statement and have them practice before the cameras arrive.

We recommend that all of your key crisis people engage in formalized crisis training and update their skills yearly. You can never be too prepared. To begin formulating your plan and preparing for the inevitable, call us at (330) 963-3664 or e-mail crisis@traymore.com.

Contact Rob Felber at (330) 963-3664 or RobFelber@traymore.com.

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