Page 185 - Crisis Communication Practical PR Strategies

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1 166 Crisis Communication
There is no culpability in apologizing for the inconvenience, the dis-
ruption to daily life, the perceived threat to the environment, or other
similar aspects of a crisis in cases like this. We’d expect nothing less
from our neighbour if his or her tree fell on our property. An apology
doesn’t excuse legal or moral responsibility, but it demonstrates a
human quality and a commitment to ‘do the right thing’ that will help
preserve the value of the brand long after the crisis has passed.
There is evidence that demonstrating concern from the highest
levels of the organization isn’t just the right thing to do, it’s also good
business. On average, public companies with a reputation for being
‘ethical’ or that are known for their corporate social responsibility out-
perform the Dow Jones Industrial Average five to one over a 30-year
period. The business case doesn’t get much more compelling than that.

Set communication priorities

As important as it is to disseminate information to the news media,
there are other target audiences whose need to know should prevail
and take higher priority. In an environmental crisis, those people
directly affected or impacted have the greatest need to receive infor-
mation first. These are often victims whose health, safety, personal
property or livelihoods are potentially at risk. They are most often the
people who live closest to the facility, employees, or those who have
close contact with your operations. Along with them are local emer-
gency responders and other public authorities who are responsible for
public safety and who rely on you for information.
A second tier of priority audiences are those indirectly affected by
the crisis. These include other members of the community or neigh-
bourhood, employees who might not have been onsite, customers,
regulators, elected officials and local government departments.
Within this hierarchy, the news media is last. The public’s need to
know takes a back seat to public safety in this regard and while swift
and timely communication to the news media is certainly critical, it is
subordinate to those who you will depend on for help in times of crisis.
Managing a crisis and communicating within this framework of pri-
orities illustrates once again the essential need for planning, prepara-
tion and training well in advance of a crisis.

Adopt an open, responsible public position

There’s an old saying among real estate professionals that the three
most important considerations in buying or selling a home are ‘loca-
tion, location and location’. The same idea applies to environmental