We all like to think we have some expertise in it, right? But at the end of the day, when you get that call, do you know what to do?
Good question.
I can only offer one piece of advice that was offered to me by a crisis communication person: use common sense.
Managing communications during a crisis is really not so different from communicating to your respective publics during a planned campaign. The only significant difference is the speed at which you must communicate and make decisions.
Let's say you're the PR rep on duty at a function. Nobody else is there but you in an official PR capacity. It's a big event that includes lots of variables: a vendor show, celebrity guests, and, of course, the paying audience. As the event is winding down to its final three hours -- bang! Shots ring out in a far corner of the hall. What do you do?
For starters, REMAIN CALM! It's easy to want to rush out or possibly toward the vicinity of the shots. But you have to keep your head about you, first and foremost.
More than likely, anybody in the hall will immediately head for the exits. Most likely, many of those people will be hurrying out.
What do you do?
I know what I'd do. If I see people rushing for the exits, I would immediately radio whomever is in control of the PA system (if one is onsite) and announce for people to exit the facility in an expeditious, yet orderly fashion. No running, no pushing. Please head to the nearest exit immediately.
Second, I'd be on the horn to my immediate PR supervisor/colleague to alert them of the situation. I would consult with said person to quickly determine the crisis team. Off the top of my head, that team (at this present moment) is:
* me (PR)
* onsite security head
* local police dept.
* the trade show/event lead
Let's say, for fun, I'm in charge of all PR; so I'm on the team for good.
First thing's first, get security/police to:
* investigate the shots
* secure that specific area from any "contaminants"
* organize efforts to get people (vendors included) exited in a peaceful manner
* report back to crisis team on the results of the investigation
As this is occuring, the media is undoubtedly on their way. In fact, they may very well aready be on location for other news-gathering reasons. how to you handle them?
* gather the media separate from the crowd and vendors and put them in a secure area.
* state to them in very simple terms, "we are gathering information right now and investigating the situation. Once we have completed a preliminary investigation we will make available officials who may speak to their findings."
* remind them that the investigation is ongoing, which is why they must remain at a distance from the "scene."
* DO NOT SAY 'NO COMMENT AT THIS TIME!' If you say that, you're fired.
Upon completion of the preliminary investigation, the crisis team must be fully briefed in private. The police and event must have one spokesperson designated to make statements and answer questions from the media. ANTICIPATE THEIR QUESTIONS AND PREPARE THE SPOKESPEOPLE!
Questions might include:
* were the shots from a gun or was it something else, like a firecracker?
* How many shots were fired?
* Was anybody injured or killed? If so, can you release names?
* how many suspects? Are they in custody or at large? and can we have their descriptions?
* How many eyewitnesses?
* What do you know about the shots, shooter, victim(s)?
Remind the spokespeople to mention, if they do not know the answer to a question that the investigation is still underway and they will have all the facts to (the media) as soon as possible.
Remember to SPELL the names of the spokespeople.
Do not say "I don't know." Replace with, "we are still investigating the situation and will hold off on answering that until we have all the facts."
Give the media about 10 minutes to ask questions. Supply eyewitnesses if you have any. Write down any questions asked for later review.
That takes care of the communications of the crisis on the fly.
Marketing Blog
2 years ago
