The_Essential_Manager_s_Handbook

COMMUNICATING IN A CRISIS / 313

Dealing with a crisis

Communicating in a crisis is different

from managing a business problem.

You are likely to be unprepared, have

insufficient information, and be under

time pressure. Crisis communication

often offers few precedents to work from

and intense scrutiny from outside the

organization. This can lead to a loss of

control and a sense of panic, so it is

important to keep your head, and

address the crisis systematically.

Addressing a crisis

WHAT TO DO

Get

information

Put people

in place

Draw up

a plan

Start

communicating

HOW TO DO IT

>>>Deal from an informed position and separate fact from

rumor. Document what you know and don’t know for

sure. Become the source of reliable information, and

keep the information flowing.

>>> Determine the real problem in the short term and the

long term. Check whether this is really your problem.

>>>^ Put someone in charge. Give him or her responsibility,

authority, and the resources to get the job done. Tell

people who it is.

>>>^ Assemble an effective but nimble team. Staff it with the

expertise needed, and provide resources. Isolate team

members from other day-to-day concerns.

>>>^ Develop a strategy, which should include ways to

resolve the problem, deal with affected parties, and

communicate both today and in the long term.>

>>Establish goals. Define your objectives for the short

term, mid-term, and long term. Measure relentlessly

and don’t be discouraged by critics, negative press, or

short-term failures.

>>>^ Centralize communications. Incoming communication

provides intelligence, while outgoing communication

gives a measure of control over what is being said

about the situation.

>>>^ Rely on a strictly limited number of spokespersons who

are knowledgeable, authoritative, responsive, patient,

and good humored.

US_312-313_Comm_in_a_Crisis.indd 313 30/05/16 3:05 pm