Every organisation is extremely vulnerable to crisis, you can’t just close your eyes with the notion that nothing is wrong like a baby. If there is a problem there is a problem and being short sighted to it will not alleviate it. You can do it but what about your stakeholder? Will he be understanding or forgiving? If you are not prepared for the crisis, there will be a lot more damage. In the existing crisis management plans, there is a failure to address many communication issues that are related directly to the crisis or disaster response. Experience shows that organisational leadership often don’t understand the absence of adequate internal and external communication.
The operational response is bound to break down.
The stakeholders in the organisation will be completely unaware of what is happening and they will be full of resentment and anger, The organisation will be considered to be inept and in extreme situations even criminally negligent. The amount of time that is required to bring about the resolution of the issue will keep prolonging and there will be no solution at all. The financial and reputational impacts will be severely negative.
These are 4 steps of effective communication
You have to be good at crisis anticipation
If you are well prepared for crisis situations , you have to put your crisis communication team together for intensive brainstorming session on the potential crisis that could occur at the organisation.
Ther are two benefits to this exercise:
You will com to realise that some of these situations are easily preventable by simply changing a little bit on the current method of operation.
You will also begin to analyse and be able to come up with possible responses about the best and the worst case scenarios.
Put your crisis communication team together
Make sure that there is a small team of senior executives are picked up as the members of your crisis communication team. Ideally the CEO of the organisation will lead the team with the top public relations executive of the firm and the chief advisors would be the legal counsel.
You have to identify good spokesperson and train them
Any organisation should make sure that the authorised spokesperson will speak on any particular given topic and especially during the time of a crisis. Each crisis communication team should comprise of people who have been pre-screened and trained to become the lead spokesperson if the need arises.
All the stakeholders whether they are internal or external have the ability to completely misunderstand or misconstrue information about your organisation and it is your responsibility to lessen the chance of that happening. The spokesperson training teaches you to be prepared and be ready to respond in a way that optimises the response of the stakeholders.