| Crisis communications? That's only for big companies | | | | asking questions. Also name an alternate to handle |
| when they get in trouble, right? Like an oil spill? A plane | | | | that responsibility in case your designated |
| crash? Maybe a tire recall? You say your company's | | | | spokesperson is not available. |
| not even a blip on the economy's radar screen. You | | | | With the help of an attorney, preferably one who's |
| think you don't need a crisis communications plan | | | | been involved in crises, train your spokespeople on |
| because you employ just a handful of people,? Think | | | | what types of questions to answer - or not - and how |
| again! If you're in business - any business - you need a | | | | to answer calmly only the questions they are asked. |
| crisis communications plan, one that includes at least | | | | Also teach them to never volunteer any information |
| these basic elements. | | | | beyond what they are specifically asked. |
| Don't believe me? OK, let's say you bake really | | | | Let everyone in your company know who your |
| yummy pies in your kitchen. And your corner store | | | | spokespeople are and what their function is. Require |
| sells them for you. When someone tells their doctor | | | | that anyone with any knowledge of, or involvement in |
| they got sick from eating one of your yummy pies, | | | | your company's crisis speak only to your company's |
| you'd better have a crisis communication plan. | | | | attorney and to your senior management. Your |
| Or you're a landscape contractor. What could possibly | | | | attorney will then share the appropriate information |
| go wrong when all you do is plant trees, cut grass, and | | | | with your spokesperson. |
| maybe move a little dirt. Well when the driver of your | | | | Your spokespeople should also be taught that if they |
| dump truck runs into a school bus that's stopped to let | | | | don't not know, or are not sure of the answer to a |
| kids off, you'd better have a crisis communications | | | | question - or they face a question they've been told |
| plan. | | | | not to answer - that they should tell their questioner |
| Or maybe you're a dentist, a good one from what | | | | that they don't know the answer. At the same time, |
| your patients say. You and your staff are working on | | | | your spokesperson should tell their questioner that he |
| an old gentlemen from your local retirement center. | | | | or she will try to get an answer for them; then |
| You give him something to deaden the pain so you | | | | promptly get back to the questioner with that answer. |
| can start drilling. Suddenly he's dead. You'd better have | | | | Your spokesperson should never tell a questioner that |
| a crisis communication plan. | | | | he or she has to talk with your company's attorney |
| Yes, even the most seemingly harmless business must | | | | before they can answer a question...but the safest |
| have at least these basic elements of a crisis | | | | way to answer any question - time permitting - is to |
| communications plan in place ... | | | | discuss potential answers in advance with your |
| Designate only one person to speak on behalf of the | | | | company's attorney and your senior management. |
| company - to the media, the authorities, to everyone | | | | |