CRISIS AND COMMUNICATION
PHASES
Initial: the warning phase and if addressed immediately, it can reverse the potential crisis.
Acute: shortest phase of all, but its intensity makes us perceive it as the longest. The ley is to control most of the possible crisis.
Chronic: the post-mortem phase where it’s time to count the damage and pay the consequences of them.
Resolution: the final phase of a crisis where we find analysis, learnings, and ethics.
Continuity: time to recover from the damage; concrete actions.
IDENTIFICATION
Damage to physical property: natural disaster or violence
Crisis of the company: stikes, equipment failures, lawsuits, or ecological damage.
OBJECTIVES
Protect the people, the public interest, and the owners.
Protect the reputation and image.
PRINCIPLES OF THE AUDIENCE'S PERCEPTION
Being well-known helps to be less guilty
Responsibility from the first moment
Silence means they are less concerned
Honesty counts to be better qualified
Perception of the public affects directly the results of the company
MISSION
Preparation before the crisis
Crisis Management Team: plant manager, security manager, communication officer, head of industrial relations, executive legal department and CFO.
Principles of operation: a. Get all the information, b. Remain open to suggestions, c. Be serious, d. Cooperate with authorities, e. Be proactive, f. Adress to media, g. Inform employees, h. If necessary, get outside counseling, i. Assing responsibilities and j. do not talk about it without preparation.
Spokesperson: with presence and good looks, ability to speak, extensive knowledge of the business and crisis, and with experience.
Policy media relations: a. communicate with key audience, b. first 24hrs are crutial, c. the media covers when you don't provide information, d. remove obstacles, e. do no act with favoritism, f. explain why you can't report, g. alert with photographers, h. safety records of the company and i. be willing to emphasize any act of heroism.