Sound the alert to the right people
Every potential crisis situation is unique, no matter how many times your company has been through a particular situation. A lack of communication is often one of the reasons that a potential crisis situation spirals out of control into a full-blown crisis.
The most important part of any crisis response is alerting and involving the right people who can help analyze the situation and recommend the best steps to solve it. This does not mean the same people make up the list every time.
The right people will vary with the situation and its potential impact. Here are some key thoughts when planning for crises:
- Who will the situation impact the most? Sales needs to know if customers can be impacted. HR needs to know if employees are at risk. Investor relations for shareholders. And so on.
- What are the odds of the media learning about the story? If the odds are high, the marketing/corporate communications department can help on the front end by drafting a standby statement, preparing executives for potential questions, and ensuring consistency of communications to all target audiences.
- What resources are necessary to solve the crisis? Because every situation is unique, the resources to solve that situation are unique as well. As situations evolve, you may need temporary personnel, equipment, technical assistance, or office space. Anticipating these needs and having resources in place will save you valuable time and, ultimately, may save your business a lot of money.
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