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.