by Bruce Hennes
IN THIS 24/7 NEWS ENVIRONMENT, responses to reporter inquiries must be instantaneous. For the first time in the history of modern media, daily newspapers compete with TV news to ‘break’ stories first on their websites. Even weekly business papers compete to ‘break’ news by e-mail. Newspapers no longer wait to get the full story or even to get comments from everyone involved before they publish. Instead, they rush to post on the web immediately, filling in the details and some-times the corrections—later.
This means that school
spokespersons have to respond immediately, not just within the hour, or risk being left out of the story.
In this new world of 24/7 news, the communication team may still be trying to get legal approval for its messages while major stakeholders are reading about the crisis on the web. And by the time the team figures out the logistics of contacting everyone, employees, stakeholders and local officials may have already arrived at false and injurious conclusions.
The Crisis Communication Plan
A comprehensive Crisis Communications Plan can save the day. Instead of starting from scratch, the team can hit the ground running. Another of our clients did just that. During a criminal investigation involving staff at an educational institution, we were called in the moment they knew there might be a problem. Before the prosecutor’s office announced the indictment, our communications plan unfolded:
- We developed key messages and drafted a media statement with talking points, letters and e-mails.
- Attorneys had time to approve all communications.
- We anticipated a long list of tough media questions, prepared responses and conducted media training.
- Background information was compiled for reporters.
- We had a strategy in place to help the organization rebuild its reputation after the crisis.
What a difference that planning made! Faculty, staff and students heard the news directly from the president. And while the president talked to the media, other members of staff called and sent e-mails to the ‘audiences’ referenced above. Not only did they appreciate hearing from the school, but most of them expressed deep concern and support.
Troubleshooting Pays Off
Though we couldn’t keep the story off the news and web, crucial audiences heard the news directly from our client, without being filtered through the media.
When the interviews are finally over and the TV trucks pull away, the
communications team must also anticipate how employees will feel watching the story unfold on the evening news. How will customers and investors react when they read the story on the web? What will the bloggers say? Some plan for plausible reactions should be ready.
Crises can be devastating. And they can happen with little, if any, notice. In these days of instant news and instant messaging, seconds and minutes count. Unless you’re an expert, it will be difficult to think strategically when your heart is racing and the media are pounding on your door. Far better to think and create a communications strategy in advance.
A Crisis Communications Plan can help so that when questions get asked, you know what to say. You would also avoid the dreaded ‘no comment’ (which translates as ‘guilty, guilty, guilty’).
A comprehensive Crisis Communications Plan is the best way to ensure your organization will respond quickly and effectively, preserving its good name when a crisis hits.
Bruce Hennes is a senior partner of Hennes Communications in Cleve-land, which serves organizations ‘on trial’ in the court of public opinion. Contact him by e-mail at info@psi-solutions.org.