THIS IS A FIRE DRILL

Having a crisis communications plan written up, and practiced prior to an actual crisis is the whole point of having one. Be prepared. No one wants to be caught with their mouth open not knowing what to say, and do when presented with urgent questions. These are critical times to any business, be it a solo operation, or one with 10's, or 100's of employees.

Here are some things to consider before creating a plan:

1) Create a contact list of all your employees, if you haven't already, and keep a hard copy at your desk as well as on your computer, laptop or smartphone. You will need to have this on hand to call, or email your people first to let them know what has occurred.

2) If you have a PR person discuss writing up a crisis plan. This means deciding who will write, speak, for the company when an actual crisis happens. It's a good idea to practice the plan after its created, two times a year as if an actual crisis is happening. If you don't have a PR professional on staff hire one to help you write the plan and brainstorm every possible scenario that could happen to you. Then, do a risk assessment. Is this a problem or a crisis? Will it affect the company’s bottom line? What is the point of escalation for this problem? Make your best guess and write it down. Other experts, lawyers, manufacturer's or local government may need to be called on too as part of the plan. Speak to them privately then incorporate their advice into the plan.

3) Once the plan has been written schedule two days ahead in the year that you are going to act out the plan. Decide who will be in charge of disseminating information online, offline and answering phone calls. Social media will have to be monitored as well, and should be part of your crisis plan.

4) Some documents can be written up ahead to have on hand if needed. Depending on the scenario, you can create go to templates, and fill in the actual names, or situation at the time it happens. Knowing that you have these on hand is an asset. As a safeguard, keep them online and offline as well. A thumb-drive, or even printing it out, and having a hard copy, in easy to get to files will make your mind at ease. An attorney may need to be consulted too, if the crisis is financial, and liquidity of the company may be affected. Incorporate any outside advice ahead of time into your crisis plan.

5) Practice the drill. This is the easiest and most assured way to play out possible obstacles, as the plan unfolds. Keep a timeline too if it's not a one day crisis, like we are experiencing now.

You may have to write out 3-6 month updates that keep everyone informed. Plan ahead. Keep your customers and employees informed. I've heard some people complaining lately how their bank, retail store, as well as nearby restaurants are sending them emails about the Corona-virus and they feel inundated with all those emails. Costumer service is important, and normally, a crisis doesn't hit every one, and the government at the same time. This is an extraordinary circumstance where every company, business is trying to do their best and inform their public. Better that than no communication at all. When in doubt, consult with a public relations professional like myself to help you navigate the crisis communication plan ahead of time. Being prepared ahead of time will help you stay calm.