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How to communicate effectively during a crisis - a 10 step plan

by Emma Paton

During a crisis, time is of the essence. To deal with any crisis effectively, a company needs to be prepared to move quickly so as to minimise damage to its reputation as well as, the impact on its employees. In response to the ever increasing threats facing companies, a great deal of time and energy is spent developing a crisis plan that ensures that the business is able to continue. A vital part of any crisis planning is ensuring that channels of communication are open and available, even if the unexpected should happen.

As with any emergency preparation is key in order to minimise damage whilst providing support. The following are key factors for preparing:

1. Communications plan - the communications plan should underpin the main crisis plan and enable its successful execution. The plan should offer an in-depth understanding of the communication channels available during a crisis and the correct procedures of how to use them. It is important for the plan to contain relevant contact details of who to contact and the process to follow to maximise the speed within which the crisis is dealt with.
   
   
2. Accessibility - the plan needs to be easy to follow and accessible by all members of the company. Employees need to be aware of where the plan is kept and have access to their own copy in both soft and hard copy.
   
   
3. Buy in - companies need to ensure that employees are bought into and agree to the plan. Company-wide meetings to discuss the plan and how an employee should communicate during the crisis are critical.
   
   
4. Testing - A plan should not undergo its first test during a crisis. No matter how carefully crafted it is, the plan will probably reveal discrepancies during practice. It is vital that companies test their technology systems and carry out a yearly practice.
   
   
5. Technology - companies should ensure that there is the ability to communicate effectively when the usual channel such as mobile networks and the local telephone exchange goes down. This contingency will help companies maintain control of the situation by ensuring that people can talk to each other immediately and execute the crisis plan.
   
   
6. Updating the plan - organisations change on a daily basis, keeping the plan up-to-date is crucial for companies. Employee records and details should be easily accessible and updated by companies.
   
   It is essential to prepare for a crisis, but when it does happen, plans can go out of the window. Companies should adhere to the following points to make sure that it stays effective and at the forefront of everyone's mind
   
   
7. Sticking to the plan - It is important for companies to adhere to the plan and follow the guidelines set rather than panicking and second guessing what to do. Employees need to remain calm and collected during a crisis. The plan has been set up to advise employees on what to do during the crisis.
   
   
8. Technology - Again this is vital during a crisis. Technology is available to help when communication channels go down, it should be used to transmit information to the population concerned on the procedures to follow and the extent of the incident, to organise conferences and meetings for those involved and to circulate details on the knock-on effects of the incident. Freephone lines can be set up providing information for relevant people.
   
   
9. Employees - They are a company's most valuable asset and it is the company's responsibility to protect them. Companies should make sure that all employees are kept safe, and are able to contact their loved ones during a crisis. Technology is available to help companies keep track of where their employees are, arrange meetings to inform them about what is going on and what to do as well as help employees relaying messages. For example automated SMS alerts or voice messaging can be used as a more mobile channel for employees to reassure their families that they are safe.
   
   
10. Inform relevant parties - companies need to ensure that they are able to control their external communications and reduce negative perceptions and media stories. Companies need to ensure that they remain in contact with customers, media, authorities, shareholders and suppliers. This can be done by having clear communication channels in place to protect the reputation of a company.

Emma Paton is an Account Manager at Premiere Global Services Inc. The company will be exhibiting at the Business Continuity Expo and Conference held at EXCEL Docklands from 28th - 29th March 2007 - the UK's definitive event for managing risk, resilience and recovery. This event will explore the solutions and best practice to ensure operational continuity and protect a company's interests before during and after an incident. For further information visit www.businesscontinuityexpo.co.uk.