Crisis response planning: Why sorry isn’t enough

In a crisis, the public wants to know whom they can trust. Simply saying sorry isn’t enough. The public must be confident that the issue is fully resolved with the highest degree of care and concern for their communities and families. Apologies are not get-out-of-jail-free cards whenever there is trouble.

That’s where crisis response planning comes in. No matter the type of crisis you encounter — reputation management, public safety emergency, or financial damage — a plan for managing communications in a crisis equips you to do the right thing. Crisis planning is invaluable for any organization or leader that values integrity and a hard-earned, trusted reputation.

Expect the unexpected

Can you ever truly prepare for a crisis? Critics argue that true crises are too unpredictable to allow for realistic, helpful scenario planning. Of course, public relations teams cannot predict the future — there is no crisis crystal ball. The frustrating, chaotic nature of many crises, however, is what makes crisis communications planning necessary.

Start by preparing for the predictable: rogue acts by bad actors, accidents, safety mishaps, or worksite injuries. You know the most predictable scenarios, available resources, and top priorities given the nature of your specific businesses. The best crisis plans prepare real-time social analytics, content promotion, and metrics that are custom developed for your organization. Your preparation will help in unpredictable occurrences as well.

Regardless of the nature or predictability of your crisis, there’s no universal instruction manual to follow. Rather than attempting to control the situation, the goal of crisis communications planning is to minimize damage by tempering shock and awe and deterring defensiveness. Your plan grounds your actions in your values and duty to others.

Craft your crisis response plan

Planning ahead allows you to detail your response for a worst-case scenario when you’re not in the headlines and threats to your rational thinking and judgment are few. This will allow you to focus on your company’s core principles. You’ll have time and energy to think clearly, and you can even explore creative ways to turn a negative into a positive.

Your plan should capitalize on the expertise of your people. Incorporate insights and analyses from key team members across all disciplines: technical specialists, quality control, sales, operations, regulatory affairs, and communications. Every role comes into play during a crisis.

Outline realistic scenario plans, apply robust measurement systems, and conduct necessary training for all individuals. Scenario plans should incorporate public relations best practices and social media strategy. Consider these guidelines when crafting your crisis communications plan:

• Prioritize public welfare.
• Assemble and verify facts before announcing all bad news at once.
• Do not assign blame, speculate or repeat negative charges or questions.
• Take responsibility.
• Express sincere care and concern for those affected.
• Assign a high-level spokesperson to indicate the seriousness of the matter.
• Generate confidence with a solid plan that the crisis will not occur again.
• Create a separate plan to keep daily business moving forward.

Your crisis communications plan serves as a guidebook — not a map. Think of it as a tool for keeping your organization on track and minimizing damage. Step-by-step instructions won’t apply in an unpredictable crisis, but your plan provides best practices and strategic guidance for use in real-time.

Apologize — and act

Apologizing is crucial in every crisis response plan, but what comes after the apology is just as important. Your company’s core team must be in action mode, focused on executing their individual roles confidently and efficiently during a crisis. A sincere, successful apology is one that includes action.

When organizations find themselves in trouble, it is more important than ever to demonstrate humanity, express words of genuine concern, and implement sound public relations principles. Crisis response planning is integral to not just surviving but thriving in a crisis.