The Crisis Management Plan

While all organizations intend to create the best possible customer experiences, occasionally something real or perceived happens that produces just the opposite effect:  a crisis.  Every brand will experience a crisis at one time or another.  The hallmark of a strong brand is how well it handles those crises. 
The crisis could come as a result of something the company does (such as Exxon Valdez) or something that is foisted upon it (rumors that McDonalds hamburgers are made of worms). But, when a crisis occurs, it is time to enact a well-rehearsed crisis management plan.

So, think about a crisis management now (hopefully, long before any actual crisis), and begin with the following considerations:

•    Steadily and consistently build brand goodwill over time.
•    Identify and address potential problem areas ahead of any actual crises.
•    Have a well-thought-through crisis (or emergency response) plan, including scenarios, step-by-step instructions on how to best address each scenario, approved spokespeople, contact information and key communication documents (fact sheets, backgrounders, press releases, bios, etc.).
•    Work with crisis management experts and your legal staff in developing those plans.
•    Conduct crisis management drills at least once a year if not more often.
•    Conduct a crisis vulnerability audit.
•    During the crisis itself, follow these general rules:

•    Follow your crisis plan.
•    Identify your spokespeople.
•    Respond quickly.
•    Be honest.  Don’t deny or cover things up – ultimately, they will be exposed.
•    Accept responsibility as appropriate.
•    Share as much information as is possible and prudent.
•    Let people know what you are doing to manage the situation.
•    Show concern for those affected.
•    Let people know what you are doing to help people who are negatively impacted.
•    Explain what you are doing to cooperate with the authorities.
•    Let people know if neighbors or others are in danger and what they can do about it.
•    Provide the media with telephone and Internet access and the other tools that they need to perform their jobs.
•    Provide frequent updates to keep the communication lines open.
•    Act with integrity, reinforcing the brand’s personality.

If not handled well, a crisis can undo years of brand equity building. According to Bob Roemer – responsible for BP-Amoco’s public and government affairs worldwide emergency response capabilities – the key to effective crisis management is to offer maximum information with minimum delay.  If you don’t have a well-rehearsed plan, you should work with your public affairs department and a PR agency to develop one.

Sponsored By: Brand Aid