Handle Crisis Communication

How you handle the media in a crisis can have a direct effect on your restaurant. The very nature of a crisis is unpredictable, but with adequate preparation you can be ready to deal with most scenarios just by following these simple steps:

Make a list of all potential problems specific to your business, such as a foodborne-illness outbreak, employee lawsuit, and injured customers.

Appoint a spokesperson ahead of time to keep your outward communication consistent and to avoid misunderstandings. This person should be the only one talking to the media.

Make sure your messages are consistent, as contradictions can be seen as untruthful. Convey only verified information and do not speculate.

Construct your messages beforehand to prevent stream-of-consciousness phrases that can hurt the situation further. If customer health or public safety has been compromised, express concern; politely deflect questions you cannot answer or that could be more accurately answered by someone else; and never use the phrase "no comment," as it is often perceived as deceitful or rude.

Once a crisis hits, you need to act quickly and effectively to control potential damage, while remembering to stay calm and keeping your employees informed of the situation. Here are some points to keep in mind:

Have the spokesperson ready to explain what happened, what actions you took, and what the current situation is, to members of the media.

Establish a crisis information center, such as the manager's office, and designate one phone number for media.

Issue a follow-up statement after the crisis has passed; it is crucial to continue dialog with the public.

Evaluate your performance. Analyze your team's performance and make general notes on how to improve your system should another crisis occur.

Source: "Getting Back to Business: Resources for Restaurateurs," National Restaurant Association, November 2001.