How quickly can you get approval for and issue a statement to the media, your employees and other key stakeholders during a crisis? Your crisis communication plan should clearly spell out what is acceptable and what is not acceptable.
It greatly disturbs me to see that some companies and government agencies think five hours from the onset of a crisis is an acceptable time frame to respond within. It disturbs me even more to know that some organizations think tomorrow or the day after is soon enough. Just this week, while speaking to a group of public relations professionals in Washington, D.C. several of the attendees said it often takes their organizations one to two days to approve a news release.
Wow! It is 2013 and we live in a world where social media gives details about a crisis the second it happens. Speed is important.
In every crisis communication plan I write, it states that the first communications should happen in one hour or less. Admittedly, this is about 59 minutes too long, but is likely a realistic amount of time in a corporate setting where statements must be written by the public relations team and approved by executives before being released.
My key to speed is the use of a First Critical Statement. It is a pre-written, fill-in-the-blank document that allows an organization to release a few basic facts until more is known. The goal is to control the flow of accurate information rather than allowing rumors to spread on social media and speculation to run rampant among the media.
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If your crisis communications plan has this template in it, you should be using it in your crisis communications drill.
Your crisis communications drill, while allowing you to test your crisis communications plan, allows you to test your public relations department and their ability to gather facts quickly. The team must fill out the First Critical Statement, get it approved by executives, then release it to the world. It also allows you to test your executives, who must be taught that time is critical and that major rewrites can slow the communications process.
Yesterday’s article referred to feeding little bits of information to the media, just as you would serve a buffet. Following that analogy, the First Critical Statement is the salad.
As the crisis communications drill continues to unfold, your crisis communications plan should dictate that by the start of the second hour of your crisis, a more detailed statement should be released to the media, your employees, and other key audiences.
The plans I write for my clients may have over 100 of these pre-written statements in the addendum of the plan. These are also fill-in-the-blank and multiple choice documents written on a clear sunny day that can be quickly modified and released to the key audiences. They can also be pre-approved by executives on a clear sunny day. Such pre-approval eliminates approval delays on the day of your crisis.
Your crisis communications drill allows you to again test the speed at which the documents are modified and the speed at which they are approved.
Speed is critical when you need to communicate in a crisis. Your crisis communications drill helps you to perfect that.