Your worst nightmare has come true. It's crisis time.
But you are prepared for this. You've been working with your PR team on this for months.
You have a crisis plan, and you remember that it covers a similar scenario.
You know this because you have regularly reviewed your plan. Now it is time to put it into action; you flip to the appropriate section and follow the steps. A well-prepared plan will help you structure your response, bring order to the chaos, and serve to remind you of important steps that you might have otherwise forgotten in the heat of the moment.
While your crisis planning will help avoid missteps, even the best plans can't take into account all variables.
Public relations professionals who specialize in crisis management can help with the implementation of the plan during a crisis. They are crucial to making sure what has been discussed as theory is adapted in the most appropriate way to effectively manage the crisis at hand.
Here are some general guidelines:
- Make sure there is a clear line of communications between your decision-makers and your communications point-person.
- Project an image of leadership. It's important to show the public that you are working as hard as you can to solve the problem, not worrying solely about your bottom line.
- Harness the power of social media; do not fall victim to it.
Remember that your company, organization, or institution can make it through this – you just need the right team, and the right plan, to lead the way.