Page 222 - Crisis Communication Practical PR Strategies

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Crisis Communication Checklists 203
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Introduction: short description of what is expected of the members
of the crisis team and the crisis-communication team; company phi-
losophy; how to use the manual.
Procedures: short description of the procedure to be followed in the
event of a crisis in the company.
Crisis team and crisis-communication team: the names and posi-
tions of the members of the teams; brief description of their respon-
sibilities; telephone numbers of the team members and external
advisers such as lawyers, PR consultants, etc (office number and a
mobile or private number that they can be reached on, day and
night); detailed information on their back-ups in case a member of
the team is ill, on vacation or simply unreachable.
Public groups: list of the public groups, with addresses and tele-
phone numbers of contact people; emergency numbers of govern-
ment services, hospitals, emergency services, ministries, lawyers.
Message: summary of what should/can be communicated to the
outside world in the event of a crisis: who, what, where, when, why
and how.
Material: the crisis centre (location) and similar information; what
material is provided, for whom is it intended and where it can be
found; user instructions available.
Media: checklist with media-relations principles, how to prepare for
interviews and give interviews successfully.
Background information: brochures on the company, products,
procedures, etc. Technical information can sometimes be useful,
too.
Useful addresses and telephone numbers: press-monitoring serv-
ices, caterers, etc.

Crisis-control list
8. How to handle a crisis

Some general principles:

Don’t stand by idly waiting… do something… take action.
Always repeat the same message.
Call the crisis team and the crisis-communication team together
immediately and sequester them.
Evaluate the situation (see control list 9).