Page 62 - Crisis Communication Practical PR Strategies

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Proactive Crisis Communication Planning 43
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Timing

To gain control of the flow of information, you’ll need to work very,
very quickly. If you do not, you can expect the press to move before
you do, and then you lose control as they start to shape and tell the
story. The best way to work quickly is to have a proactive crisis com-
munication plan in place. If you take preventive measures and
prepare as best you can, you can get through a crisis communication
situation, perhaps even with better media coverage and stronger press
contacts than before the crisis hit.

Conclusion

The name of the game is control. Your proactive crisis communication
plan is developed to protect the reputation of your organization by
communicating the right message, at the right time, to the right
people. If you don’t seize control of the situation there will be an infor-
mation vacuum that will be filled by the media as they feel fit – often to
the detriment of your organization.
First, select the right crisis team. There has to be a mouth, a brain
and hands to your crisis team, allowing you to think clearly, communi-
cate effectively and act quickly.
Next, determine the internal communication rules – this is how the
organization will communicate within itself during a crisis. A crisis
directory is set up, the communication flow is defined and we set up
templates to record and keep track of media enquiries.
Then prepare the proactive crisis communication plan with four
distinct areas. You should define the various targets with whom you
may need to communicate. You have to develop ready-made tools that
are easy to pick up in a crisis situation. The possible messages that are
pre-approved to use in a crisis communication should be thought
about, developed and approved. Lastly, take note of how quickly you
can move in a crisis situation and further develop the plan so the
organization can move as quickly as possible.