Crisis Communications

Crisis communications is not an area that I would claim to be an expert in. Let me state that upfront.

However, I must say that I get antsy when public relations professionals appear to be failing in their bid to communicate bad news. It's true you can't always be prepared for a crisis but you certainly can try things like where a crisis management centre can be optimally located, who are the main point persons and what good best practices or precedents within the organisation exist that crisis managers can be guided by.

I once told an interviewer, that I believe, and I still do, that there is always a good way to deliver even the worst news. Here are some random tips which I hope will help you in your business or life in dealing with negative situations.

1. Timing is everything. The last thing you want to hear is too little too late when your message comes out. You can't allow your various stakeholders to tear the issue to bits and then decide you will have your say. Get in there early and join in the discussion.

2. My limited knowledge of damage control, as it is often termed, is that you need to be sincere. If you don't you can make a bad situation worse. Think like a human being rather than a business manager for a second. And avoid just saying the obvious. Instead, have a heart and see the human side of things. By extension, your tone will be tender.

3. If you are wrong, admit it. The last thing rational people will entertain is a defensive stance, especially when the truth is plain for all to see.

4. Demonstrate proactive efforts. Show how you are putting measures in place at the operational level to mitigate repetition of the situation. Recently there was a robbery and brutal assault of a business man at a company near my house and the company took the initiative to have the tall bushes totally bulldozed all around the plant so that no criminals could ever hide in them again. Think about the message that sent to the staff and the neighbours. Secondly, think about the lessons learned and how you can be better prepared for similar situations in the future.

5. Don't be afraid to reach out to those who have been impacted at a personal level. If your company can provide provisions for hurricane victims in your area or motivate staff to assist in repairing damaged property. Get out there and learn people's names and be your brother's keeper.


6. This is probably unnecessary but I've seen it for myself where executives find cause to chuckle at the situation and no matter how casual or puritanical the intent, it reeks of insensitivity. Worse, I've read Richard Branson's autobiography, Losing My Virginity, and he mentioned more than one example of people saying terrible things behind his back only to be broadcast over an intercom or post the letter in the wrong envelope. Do not flirt with sarcasm or humour at any time while dealing with the issue, not matter how private you may think your statements are. You ought not to be doing it in the first place.

As I said, this is not the best or most comprehensive list since I'm not exemplar having not had much experience in handling them but I'd be happy to hear your thoughts.

Further Reading

E911 Crisis Communications central Website



Follow this blog for regular updates on Lyrical Lava's perspectives on marketing and public relations in Barbados.