Communication important when there's a business crisis
A fire or tornado can quickly put your crisis communications plan into play. So can a lawyer with a lawsuit; a visit from the EPA; an ICE (Immigration and Customs Enforcement) raid - or any number of things you'd rather not have happen to your business.
But things do happen. When they do, you need a plan in place that will help you quickly and effectively explain the situation and - more often that you might think - your business' continuing viability to a long list of important audiences: Customers. Prospects. Suppliers. Employees. Investors. The media. The general public. Your banker. Your board.
Broad scope emergency response planning will help; you'll find the guidelines at ready.gov/business useful for everything from business continuity plans to shelters-in-place.
Our conversation, however, is about communicating to stakeholders in a crisis. Every situation actually is different, but here are some basics of crisis communication you should have in place.
• Have a designated spokesperson. Doing so will help keep your message together, especially in the often confusing first minutes and hours.
In the small business world, the spokesperson role likely falls to the owner, but this is a stress task in a stress situation. Choose a spokesperson who normally stays calm and speaks coherently.
Have a backup, just in case, but make certain the two work well together. You don't want turf battles when activists are pounding on the door or floodwaters are rising.
• Know how to reach your spokesperson. Home phone. Cell phone. E-mail. Have similar contacts for other top management.
• Keep employees informed. Telephone trees. E-mail. A password-protected page on the business' Web site. Sometimes a note on the front door will be the best connection.
• Talk to the media. In most situations, you'll want to get information out. Their job isn't to serve your interests, but getting the word out is what reporters do. Have media contact names, phone numbers and, if they're available, e-mail addresses.
• If you're in a public safety situation, it's often best to refer questions to the appropriate fire or police spokesperson.
• Know how to contact your key customers' key people. They'll want to know what's happening. If you can do so, reassure them that the business will survive whatever has happened; that you will meet delivery and service obligations; that data is stored safely off-site and available.
Be honest, however. If you're going to be shut for a week, tell customers. Then tell them as soon as possible when (and where) you'll be back in operation.
Contact suppliers with a similar message.
• Talk to your lawyer. He or she should keep you from stumbling into liability issues or making comments the lawyer with the lawsuit is hoping you'll make.
• Questions, comments to Jim Kendall, JKendall@121 MarketingResources.com.
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