In this world of instant media, we see situations play out daily on a local, national, and international level that call for well-planned crisis management and effective crisis communications. Whether an executive, celebrity, small business, or corporation, developing and following a comprehensive crisis plan and core crisis public relations principles can make the difference between a PR recovery or disaster.

What the public understands, it trusts.
What it trusts, it supports.

Public sentiment is everything.
With it, nothing can fail.
Without it, nothing can succeed.

-Abraham Lincoln

Have a written Crisis Management plan that everyone in the organization knows and understands.  Review this plan often, both personally and with your staff, and visualize its execution; rehearse certain scenarios if you deem necessary. Seek professional crisis PR assistance in devising, practicing, and executing this plan.

In the event of a crisis, the primary reaction and mindset should represent the “Five Cs”:

• Control – Take control of the situation, property, etc..  The safety and welfare of your customers, employees, and others take precedence over everything else. Immediately activate your Crisis Management Plan.
• Calm – Remain calm in your dealings with all involved parties, i.e., customers and their relatives, employees, emergency personnel, media.  Calmness is contagious.
• Candid - Explain what happened to superiors, authorities, and media to the best of your knowledge.  If you don’t know, find out.  Do this quickly, accurately, and honestly.
• Contrite - If you and/or your company were to blame, apologize and express your regret, saying that every effort will be made to see that this doesn’t happen again.
• Compassionate - Be sorry for any loss, injuries, or inconveniences . . . and mean it when you say it.

Remember...

• The public expects and appreciates an apology...and the public is quick to forgive those who say genuinely, “I’m sorry.”
• Don’t let costs interfere with doing what’s right.
• Don’t prolong a crisis.  Get it over with and out of the news as quickly as possible.

When dealing with the media in crisis situations:

• Communicate.
• Identify the company spokesperson.
• Cooperate.
• Never release names of victims.
• Never try to talk “off the record.”
• Don’t make excuses or minimize the situation.
• Don’t provide unnecessary or excess information.
• Use language the media and public will understand.
• Avoid answering “what if” questions.
• Never lose your cool.
• Never say “no comment.” Give your reason for not answering the question.
• Be accurate, brief, and clear.
• Don’t try to be funny.
• Don’t pass the blame.
• Always be honest!