Your organization has always aspired to be on the front page of the newspaper. Unfortunately, you received your prominence under the worst of circumstances. The paper's lead story highlighted what you would have preferred to keep out of the public domain.
Too often, a media crisis occurs when an organization least expects it and is not fully prepared. A crisis will happen one day, so follow these five strategies to ensure you are prepared.
Identify your vulnerabilities
Know and articulate what internal and external challenges face your organization. This includes everything from controversial decisions to hiring practices and misunderstood programs.
Prepare your messages
Once an organization knows its vulnerabilities, it can draft key messages and conduct research in preparation for a crisis. Though messages may need adjustment if the crisis occurs, it is helpful to have a draft prepared in advance.
Know your spokespeople
Develop a hierarchy of people who can speak with the media. There may be more calls than one person can handle. Ensure you have back-ups. Keep in mind they should be personable, articulate and comfortable in front of a camera or microphone.
Be prepared to respond
In a crisis, an organization cannot hide from the press. Be honest about the situation and be ready to apologize. Then, be prepared and willing to answer tough questions in a timely fashion.
Write the plan down and update when necessary
A good crisis communications plan is written down and accessible to staff. It helps calm individuals during a crisis and provides a vital framework for handling the situation.
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