Elaine Commissiong, Contributor
COMMISIONG
HISTORY WAS created recently by the arrival of named hurricanes, in July, regarded as early in what we have come to term the 'Hurricane Season'. Judging from the long lines which could be seen winding into every plaza with a hardware store, supermarket or pharmacy, a majority of persons who know at first hand the havoc that a hurricane can wreak, and had decided to prepare for it.
In the world of professional communications such crises require preparation of another kind. Because crises are sudden unexpected events, it was previously held that one could not really prepare for them. Within professional practice however, the communicator has come to recognise a number of such events which may occur within the life of the organisation for which planning is highly recommended.
Communicators attached to utility companies such as the JPS, the Water Commission, the Cable and Wireless, among others, know for instance, that they had best prepare for ways in which they can communicate with the public during the crisis of a hurricane. Many other institutions and organisations also have other crises which they must address, such as strikes or situations such as property damage which create reasons for the stoppage of work.
Within this context, we may define a crisis as an event which interferes with normal routine, and which creates uncertainty and stress demanding a quick response. It may be a natural event, such as a hurricane, or it may be man-made, such as a strike.
For a business organisation, such events usually attract the attention of the media, thereby requiring effective communications management that not only addresses the organisational response to the crisis, but also ways in which communication through the media will be handled.
In preparing to manage the crisis, three stages may be recognised: The period of time before the crisis; as well as that during and after the crisis. This article will recommend steps which may be taken before the crisis.
The principal activity before a crisis is of course to prepare a crisis plan. This should include elements of an Internal Communications Plan for the organisation as well as strategies which will be used in communicating through the media. The plan will not only provide a useful template for activity when the crisis does occur, but if effectively used will enable updating relative to the specific crisis.
Recommended elements of the Plan should include the establishment of a crisis centre. This should be an assigned office with designated desks, chairs, phones, electrical outlets, and parking, for personnel who would be assigned to operate from the office.
A crisis manager and official spokesperson should be appointed. This may be the communications or public relations manager or someone authorised to speak on behalf of the company or organisation. The crisis manager has the task of managing the collection of information on potentially troublesome issues and trends, evaluating them, and developing communications strategies to prevent or redirect their course. The spokesperson may need to be trained in public speaking and on how to interact effectively with the media.
Identify members who will be a part of a crisis management team, ascribing specific roles to each member and the actions to be taken during various scenarios. Have a list of the office, home, and mobile phone numbers of these persons. (You may prepare a brief biography on each team member as it may be required by the media.)
In constructing the plan to communicate through the media, determine the message, target, and media outlets that could be used in various crisis scenarios. The recommended approach is to be co-operative, open and honest, thereby reducing the likelihood of misrepresentation as may occur with a "No comment" response to media inquiries.
Elaine Commissiong is the Executive Director of CARA LTD. a marketing communications agency.
Email: cara@kasnet.com
It is best not to wait until a crisis occurs before you begin to establish a good relationship with the media. The best professional communicators have a first hand knowledge of the journalists who write for their particular industry or area of business. By maintaining trustworthy credible relationships with the media all of the time, it is more likely that they will be co-operative during a crisis.
Next week we will look at what should be done during and after the crisis.
