Crisis Communication: not an iceberg any more...

When you hear about crisis and to be more explicit, about crisis communication, what do you think of? The word that best describes my feeling is panic. The formal definition that is given, is that crisis is an unexpected event or series of events that create high levels of uncertainty and threat or perceived threat to an organization's high priority goals. Personally, I could relate it to an iceberg. There is the part that is visible to everyone and in some cases can be predicted and its effect can be avoided. On the other hand, there is a big part of the iceberg that is hidden and can cause such a damage itself, unexpectedly. Likewise, a crisis can be sudden and create an out-of-control situation, without the organization having even realised its previous existence and being able to prevent it. In both cases, however, the organization and its people should be alert to face it, no matter in which company they work, big or small, private or public. Having recently read Andy Beaupre's article on how to handle a crisis, I would like to share with you some key tips that helped me send away panic and be prepared.

Tip 1: have a crisis plan ready. At first, make a list of possible scenarios and then, work with them like they were real crises. Describe what you need to do, which events would set them off and create a crisis portofolio, ready to work when necessary.

Tip 2: build the crisis response team and speak with one voice. Practice the plan once or twice a year and modify as needed. Make sure you have identified one spokesperson and also make sure that this person has the knowledge, sensitivity, interpersonal skills to speak on behalf of your company.

Tip 3: be there and don't go quiet. Be at the scene, visible and available. Keep communication flowing, be proactive in your communication and always be concerned about the reputation of your organization.