Crisis Management

Crisis hits virtually every business at one time or another. Here are some tips offered by Merna Skinner of Exec/Comm:

1. Act immediately.
Don't wait until all the facts are in. Issue an initial statement that summarizes what happened, its impact and the steps you're taking to correct the situation.
2. Remember the human element.
Reporters want to know how the event affected people. Tell them, making your concern obvious.
3. Remain accessible.
Report on the status at least once a day. If lives are at stake, report hourly. Be available for one-on-one interviews.
4. Anticipate questions.
Prepare answers to the questions reporters are likely to ask, such as:
- What caused the problem?
- How many people did it affect?
- Who-or what-is responsible?
- How much the damages will cost.
5. Clarify before answering.
If someone asks you an ambiguous question, clarify it. If you can't answer a question for proprietary reasons, say so. Don't use the loaded phrase, "No comment."
6. Don't speculate.
Leave speculation to the reporters. Respond with facts. Example: "Here's what we know at this point..."
7. Deliver on your promises.
Get back to reporters when you say you will. If you are not sure when that will be, don't commit to any time frame.