A crisis is any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention. These situations can be any kind of legal dispute, theft, accident, fire, flood or manmade disaster that could be attributed to your company. It can also be a situation where in the eyes of the media or general public your company did not react to one of the above situations in the appropriate manner. This definition is not all encompassing but rather is designed to give you an idea for the types of situations where you may need to follow this plan.

By Sandra K. Clawson Freeo

The following outline represents a sample of elements that should be included in your crisis management plan.  The use of such a plan will minimize damage in a time a crisis. 

Sample Crisis Management Outline

I.  The Crisis Communication Team- Identify a team of 5-7 individuals to lead crisis management efforts, 2-5 for a small company. 

II. Positioning- Decide what your stance will be according to the type of emergency or crisis.  Speak openly and honestly. Your company must convey the truth.  Do not ever attempt to cover up, mislead, or deceive the public.  Lies and deception equal disaster. Suspicious behavior will kill your credibility. 

III. Designated Spokesperson- It is wise to designate certain people to speak on behalf of the company to maintain control and continuity.

IV. Media Policies and Procedures- Decide what your communication policy will be and make sure that everyone understands it.  Where is your home base for communications and media relations? Is your accountant allowed to speak to the media?  Are your employees available for pictures? 

V.  Practicing Tough Questions- Like practicing before any interview.  Make sure the speaker knows his or her stuff.  You don’t want to fumble and say the wrong thing or say too much.

VI. Prepared Statements- When facing a crisis it is imperative that your company speaks with one voice; everyone should be on the same page. 

VII. Sample News Release- Develop format releases to get the message to the media before they come to you.  Reporters base your credibility and news worthiness on the format of your news release and adherence to AP style.  They receive hundreds a day.  Do not let yours get tossed in the trash.

VII. Collateral Materials- Have background information prepared.  Be able to produce example equipment for props during presentations.  People like visuals.  It’s better for you to show the public than for them to use their imagination.

VIII. Key Audiences- Identify where your loyalties lie.  Make sure that you address each audience, keeping them informed every step of the way. 

IX. Contact Log- Record all contact made with the media.  Keep the list readily available.  Log should include topic, name, time, call back, etc.  If you say you will call back, do so within the time you promised.

X. Speaker's Presentations- Have tools for them to look and be prepared.  Make sure that they are completely knowledgeable and equipped to present your information to the public.

XI. Handling Media Interviews- The higher up the better applies to media interviews.  If an energy company is preparing to lay off half of their workforce, the public wants to hear from the CEO, not the PR person.  Who and how your interviews be handled?

Of course, it is your job as the executive to tailor this plan to your business and your people.  I challenge you to do this as soon as possible.  It will save you and your company.  Be prepared.  Seek the help of a seasoned PR professional if this task seems daunting.  Remember it is not if you face a crisis it is when.

Following a crisis, a company faces the daunting task of restoring their reputation while working to regain public trust. This time is crucial.  Strategy can make or break their future.  Johnson & Johnson's Tylenol set the bar high when managing the 1980's tampering crisis.  They employed impeccable PR strategies that ultimately made them bigger than ever. 

Tylenol Rebuilds Its Brand

Johnson & Johnson maintained open communication that centered around the well-being of the public, even when it meant incredible loss for the company.  Johnson & Johnson exceeded the common apologies and recalls.  They sought expert advice, provided counseling and financial support, and established relationships with the police, FBI, and the FDA.  These actions began to build the respect of the public.

In November 1982, after a month of regrouping, Tylenol released its new product with a few important changes to woo the public.  These improvements were:

1.  Triple sealed tamper resistent package
2.  Money off coupons
3.  New pricing program

When an 1986 Tylenol tampering incident reportedly killed a woman, Tylenol again recalled its products and permanently removed capsules from the market.

The implementation of a well-constructed crisis management plan saved Tylenol Brand.  The company was portayed in the media as an innocent victim of a malevolent act.  Johnson & Johnson was famed for the corrective actions taken by their leadership and seven man crisis team. 

Do you want security for your company?  Join me Friday, as I discuss the essential elements of a strong crisis management plan.

A company must maintain open communication with the public at all times.  In a crisis situation, executives will be accountable for what they say and the actions that they take (or do not take).

The Tylenol Crisis

In October 1982, Tylenol Brand faced crisis when seven Chicagoans died after taking Extra-Strength Tylenol capsules.    It was reported that someone tampered with the products once they reached the shelves.  Large amounts off cyanide were found in the affected Tylenol capsules.  

Once the deaths were linked to Tylenol, Johnson & Johnson took action.  They made a national statement to warn Americans not to consume the product.  Johnson & Johnson then pulled more than 31 million bottles of Tylenol from shelves nationwide and ceased advertising for the brand.  

Although this action cost the company more than $100 million dollars, Johnson & Johnson recognized the importance of responsibility and the need to take immediate action.   

In February 1982, Tylenol made a second complete recall when another woman was reported dead after consuming cyanide tainted Tylenol.  

 This total accountability approach to crisis management was risky, but saved Tylenol’s brand in the long run.   Johnson & Johnson followed the Golden Rule of Public Relations:  Put people first, property second.

Chaos and the risk of irreparable damage can be reduced with implementation of a solid crisis management plan.   Do you have a crisis management plan in place?

Take Action!  Read Wednesday to learn how Johnson & Johnson rebuilt the Tylenol brand.

Since 1996 Glaceau's Vitaminwater has dominated a saturated soda market. In fact Vitaminwater posted a 19.3% gain in 2008 sales, as of Sept. 7, hitting $315.3 million, according to Information Resources Inc. What's the secret to their success? In my opinion brilliant marketing.

Vitaminwater has always been a trendsetter. Now they have done it again by using traditional media to promote their brand on emerging media- in this case Facebook. As you will see in the above video (or picture if you do not have flash) at the end of commercial rather than direct viewers to a standard website they choose to promote their Facebook Fan page. It makes sense. With a website you can promote your product once and hope you website visitors tell their friends or share the link. However with a Fan Page Facebook promotes your product for you. When a vistor to the fan page becomes a fan of your brand Facebook updates their friends. In addition by having Fans, instead of visitors you automatically can update your fans with product news, email marketing campaigns, share videos, and engage in two communication.

Having a fan page is great by itself is great, but add brand characters that engage with your fans in a microsite and twitter- that's better. One visit to www.waterincorporated.com and site visitors can interact with "Mother Nature, CEO of Water INC. as a new employee as they are constantly bombarded by a news ticker promoting Vitaminwater10. Site visitors can now even "follow" the staff of Water INC. on twitter. Glacéau and its Vitaminwater10 brand truely have come a long way from Queens.

With the invention of the Internet, wide spread use of email, and now tweeting, the art of writing an old fashioned thank you note has been lost.

Although electronic media allows for quick dissemination of information, it should not replace personal interaction with your audiences.

People want to be recognized. Take five minutes out of your day to personally welcome a new client with a hand written note or to thank a vendor for his dedicated service. This simple act of relating to your public will build a foundation of loyalty and trust for years to come.