The Byline: PR and Marketing Insights from Eiler Communications

Planning for and managing crises are valued components of public relations especially during economic downturns. The reputation and well being of all businesses, non-profits, schools and governments are at risk when there is no plan for action when the wolf is at the door.

“We just do not have a ready handle on how to handle the new situations we are encountering because of new situations due to the economy,” said the CEO of one large organization of businesses.

His plight is common. Bankruptcies threaten financial institutions in each of our 50 states. Governmental units, fire and police services and educational systems are under fire for redundancies in services or for financial mismanagement. Restaurants, banks, and other businesses routinely are hit by burglars. These are all crises. They involve doing business in ways that differ from normal times.

Here are seven steps that any organization can take to manage a crisis.

Candor
Publicly identify and acknowledge the problem. Frankness and honesty are always the best policy.
Say what you will be doing, when, and provide updates as you will acquire new information.

Explanation
Identify situations as you are able. Explain them clearly.

Declaration
Specify the steps that you will be or are taking to resolve the issue. Explain your role as spokesperson and provide 24/7 contact information.

Contrition
Accept responsibility.
Do not place blame.
Offer apologies, regrets, sympathy or whatever is appropriate to the situation.

Consultation
Ask for help from relevant parties.
Seek engagement from those most directly affected.
Use collective ideas to plan how further situations will be prevented or communicated.

Commitment
Promise to take actions to eliminate potential further situations.
State what will be done in assessing and evaluating solutions.

Restoration
Explain how you will remediate the problem.
Emphasize management’s focus on prevention.

Larry Eiler

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