Crisis: The New Normal?

We used to think of crisis communications planning as something you’d need if something bad happened. But with disasters befalling more and more global brands these days, it seems that crisis is now the new normal. And that means your internal communications function better be ready to spring into action when bad things happen. To help you handle your internal messaging when disaster strikes, here are some guidelines to keep in mind:

• Stick to a few key points: Craft two to three key points you want to make about the issue. Keep them short enough to fit on a few 3x5 cards, easy to remember, and simple to convey to others.
  
• Forget the platitudes: This is no time to hide behind corporate-speak. Be candid, stick to the facts and give your employees the respect and honesty they deserve.
  
• Have FAQs prepared in advance: Think about the questions employees are likely to ask first, and include them in an FAQ handout (if appropriate) for the face-to-face sessions.
  
• Prepare for an emotional, or even hostile, environment: Depending on the nature of the crisis, people may be upset or angry in your sessions. Think about how you’ll want to handle such situations and keep them from escalating.
  
• Share the news verbally first: Although it may be tempting to send out an email as your initial communications effort, it’s better to convey your news in person; for example, in an all-hands meeting or several group sessions held simultaneously. Face-to-face communication shows that you value employees, allows you to dispel rumors and gives you greater opportunity to assess and manage employee reaction.
  
• Allow time for questions: In your face-to-face meetings, give people an opportunity to ask questions, share their concerns and yes, even vent a little. Doing so will enable you to identify key concerns among your workforce.
  
• Don’t leave employees hanging: Let employees know when you’ll have more information to share. And be sure to follow up when you say you will, even if it’s to say you don’t have all the answers yet.
  
• Set up a triage system for handling additional questions: Provide a channel that employees can use to submit follow-up questions and get prompt answers. Whether it’s a locked drop box, an 800 number or a temporary website, be sure to give employees a means of getting questions answered after your initial meetings.
  
• Make sure your internal and external messages are in sync: Take care that the messages you’re providing to employees and the ones you’re sharing with the public are aligned. There’s always a chance that an internal communication might be “shared” with your local news station — or posted on the Internet — so be consistent with your messaging.
  

In today’s volatile business environment, it’s foolhardy not to have a crisis communications plan in place. No matter how profitable your company, how beloved your brand or how impeccable your corporate reputation is today, bad things can and do happen. How well your communications team prepares for them now will affect how you fare as a business, and as an employer, in the aftermath.