It is 2 a.m. and the phone rings. There has been an explosion at your company. In addition to everything else, are you ready to handle the large amount of media that are now headed your way to report on the crisis?
If your Crisis Management Media Plan is at your fingertips, you are ready and you can stop reading, if not, you might just want to continue reading on.
A crisis can be defined as an intolerable situation, an unstable condition, or a sudden change that disrupts the normal operation of an individual, group, organization or community that demands immediate attention and resolution. Companies are often affected by crises that occur on-site as well as in the community at large. Regardless of their differences, most crises have some common characteristics. For example, in all crises immediate needs can be identified and must be addressed to resolve the situation. These needs encompass the concerns of individuals and the general population and revolve around issues that include physical welfare, emotional stability, security and protection of personnel an da company's integrity.
If you are reading this article and your company doesn't have an updated Crisis Communications Media plan, it could be too late as nobody can predict when it will be time to utilize the plan.
The next question is when was the last time you pulled the company's plan out and dusted it off. You might find that some of the key components (employees) are no longer with the company.
Due to recent happenings (disasters) from West Virginia to Louisiana, there has been an emphasis on creating or updating companies Crisis Communications plans.
Many companies don't have the luxury of having Public Relations or Risk Management departments and have to depend on a public relations firm to help draw up a plan.
A lot of times, major companies will handle the public relations aspect of crisis form the corporate offices in New York, Chicago, Los Angeles or even overseas.
This can create a severe disconnect between the local, regional and national media covering the even and who they (media) can go to for up-to-date information.
In some cases, companies keep local firms on retainer to handle the event as first responders and then bring in the corporate public relations teams.
The local firm has already established relationships with most of the media that will be first on the scene an d will be able to proactive in handling the matter from the public relations aspect.
The following are some tips in preparing a crisis management media plan:
- Establish a Crisis Management Media Team (CMMT).
- Keep an updated CMMT roster with current home and cell phone numbers.
- A company spokesman needs to be selected and be prepared to be on-call 24/7
- Establish a liaison with any outside agencies that may be involved (Fire, EMS, or Law Enforcement).
- All media inquiries need to be handled by one selected person, for a spokesman, a Communications Director can handle the initial comments but a high ranking official should be designated and trained to handle media interviews.
- A mock exercise should be conducted involving the entire CMMT
- A professional spokesman trainer should be brought in to advise on the proper way to speak to the media.
- Update the plan twice a year to keep the information as up-to date as possible and know where the plan is so it can be located on a moments notice.
- Create a list of local, regional and national media contacts.
- Always make sure a company's current information is posted on its website.
The following are some tips in dealing with an incident by a Crisis Management Media Team (CMMT):
- The CMMT team is to meet immediately in time of an incident at a predetermined location (if possible).
- CMMT confirm the known details and collect information about the incident
- CMMT at time of an incident prepares two statements, one for media, one for employees/families/guests (resorts or lodging facilities)
- Create an incident file and begin to document everything (including the taping of all news conferences and interviews)
- An area or areas need to be selected for the media to use while on site, including an area for Satellite Trucks and media centers (press rooms).
- At the time of an incident an the CMMT has met and decided on a plan, the media will appreciate the team being proactive in dealing with requests for information.
- Establish a time schedule for news briefings or conferences and stick to the time schedule.
- Be prepared to accommodate all media who will gather to deal with the crisis. This includes parking and sometimes accommodations and meals.
- Determine a CMMT member to be a liaison with any affected family members as their media needs will be extremely important.
- Determine which CMMT member will be the liaison with any elected government officials who may be on-site (Governor, Mayor, Congressman, Senator, etc.).
No business is immune to crisis and tragedy. The possibility of unexpected events is always present, particularly in today's world. Death, injury or property loss due to accidents, illness and critical incidents, unfortunately, regularly strike our population.
Although tragic situation cannot be avoided, and, in fact are inevitable, sensitive handling and preparation of any crisis can greatly diminish the negative impact on any company or the community.
Thoughtful responses and appropriate actions in dealing with the media can turn a potentially damaging public relations situation into an opportunity for growth and learning.
This is what each corporation naturally attempts to do.
While each crisis is unique, it is a difficult task to write the correct prescription for crisis media management. Any plan, should contain a collection of information, thoughts and suggestions that may provide some guidance for staff when faced with a critical or tragic incident.
A plan can also be a framework around which individual company departments or branches can establish their own procedures for a response to crisis.  Back to top
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