So, you think you have a Crisis?

Crisis Communications Counsel when you need it!

“If you lose money for the firm, I’ll be understanding.? If you lose reputation, I’ll be ruthless.”

Warren Buffett

When the phone rings late in the evening, it’s usually not good news. When it rings after 9 or 10 pm, it’s never good news.? I have received those calls for years and each one has been different. ?Some of those calls required immediate attention and focus while others just simply required assurance that the incident may not be the end of life as they know it.? When faced with an actual crisis, the help of an experienced professional and a deliberate strategy are essential. Crisis Communications is both art and science – it is not for the novice communicator, nor the faint of heart.?

Our approach to working with clients in crisis begins with determining what is truth and what is perception. Sometimes what is thought to be a crisis is a reputation management issue or both.

We make it clear with the clients from the outset that we will not spin lies. If that is what they desire, then we are not the agency to help them.? That frank conversation usually leads to a great start and partnership, but sometimes it makes for a very short relationship. There is an adage that a lie gets halfway around the world before truth has a chance to get its pants on. While a timely response is important, our counsel is always focused on truth.

We recently received one of those late-night weekend calls, and this situation included lots of different players.? Some were focused on spin and alternative truths while others understood the importance of collaborating and sharing information based on facts and a deliberate strategy to do so. We did not stay on that project more than a couple days.? We learned a few days later through news stories that the situation became more disastrous because alternative truths became the chosen path.?

We have worked crisis communications issues involving the highest levels of government, large corporations, small and medium businesses and many that involved local governments and nonprofit organizations. The one thing every crisis communications challenge has in common is they are never the same.

Our crisis communications process is simple and effective, but the work involved is focused and deliberate:? ?

1.?????? We work closely with our client to analyze and define the crisis.

2.?????? We identify key stakeholders and appropriate spokespeople and train them.

3.?????? We develop a communications plan with key messages and talking points.

4.?????? We develop and implement agreed upon tactics.

5.?????? We continuously monitor, assess the situation and refine our plan.

In my experience, far too many organizations sit in the stands and watch situations develop and turn into a crisis. The signs become blatantly obvious that something is headed in the wrong direction.? I will write more about planning before a crisis in a future article. In the meantime, ensure you have a great crisis team on speed dial that answers the phone when you need them. ??If you believe you have a crisis, give us a call.

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