Page 91 - Crisis Communication Practical PR Strategies

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7 72 Crisis Communication
It is one thing to anticipate a likely event; however it is another to be
prepared when the accident happens. All airlines must have plans for
dealing with the aftermath of an air crash and even if they do not have
a contingency for any other eventuality, all businesses should have a
plan in the event of a fire at their place of business. The lesson from
this chapter is: be prepared.
Most organizations have a business contingency plan but not all pay
sufficient attention to being prepared to communicate, not just
through the media but directly with a range of stakeholders. When an
accident happens, whether it is an airline crashing, a fire, an explo-
sion, a tsunami or a hurricane, being prepared allows senior manage-
ment to make decisions quickly and authoritatively.
A crisis can be defined as an event that has one or more of the fol-
lowing characteristics: it disrupts normal business; it has the potential
to close a business permanently; it requires an immediate coordinated
management response; and it focuses media attention on an organiza-
tion. Serious accidents as described here have all these characteristics.