A crisis can strike unexpectedly, leaving individuals and organizations scrambling to respond. As a recent example, OceanGate Expedition experienced a crisis when they lost contact with their submersible Titan, resulting in the death of their CEO, Stockton Rush, and four passengers.

As I watched their response during the first hours of breaking news, I wondered - do they have a plan or are they winging it? 

When faced with such an unforeseen event, it is crucial to have a well-structured crisis response plan in place. A crisis requires 10 essential steps, including proactive communication, customer relations, and media engagement.

No plan in place? (Every company and organization should have one). But if something should happen before you get a plan in place, here are the nine steps to take to get you through immediate stages of a crisis. 

1. Issue a Basic Statement: As soon as the crisis occurs, promptly release a concise and factual statement acknowledging the situation. This initial communication should express concern, outline the steps being taken, and convey a commitment to resolving the issue. Make sure you keep the 'Indestrctible PR' framework in mind: Own it, Explain it, Promise it. 

2. Implement Countermeasures: Take immediate action to mitigate the crisis. Mobilize resources, deploy expert personnel, and initiate appropriate countermeasures to address the situation. Provide regular updates on progress and reassure stakeholders of your commitment to resolving the crisis.

3. Prioritize Customer Relations: Communicate directly with affected customers and stakeholders to address their concerns. Be empathetic, understanding, and provide clear information on how their needs are being addressed. Swiftly respond to inquiries and offer solutions, if possible, to restore their trust and confidence in your organization. 

4. Establish Media Contact Information: Prepare a comprehensive list of media contact information in advance. This ensures that when a crisis occurs, you can quickly disseminate accurate information to the press. Assign a designated spokesperson to handle media inquiries and maintain consistent messaging across all communications channels.

5. Activate Website Alert Page: Make sure that your website is prepared to handle crisis communication effectively. Create a dedicated crisis page or section where news outlets and other stakeholders can find the latest updates, frequently asked questions, and any relevant instructions. Ensure the links are active and easily accessible. Update as necessary.

6. Engage on Social Media: Utilize social media platforms as a crucial means of communication during a crisis. Pin a tweet or post that provides an overview of the situation, links to the crisis page on your website, and offers channels for direct communication. Regularly post updates, respond to queries, and share relevant information to maintain transparency.

7. Assess Social Responsibility Requirements: Consider any social responsibility initiatives that could help alleviate the crisis's impact on affected individuals or communities. Identify ways to support those in need and communicate these efforts through various channels. Demonstrating social responsibility can foster goodwill and enhance your reputation, especially if you need it the boost. 
8. Provide Background Information: Once the initial crisis response is underway, share the necessary background information to provide context to stakeholders. Briefly explain the incident, its causes (if known), and outline the steps being taken to prevent a similar event in the future. Transparently communicate the timeline and progress made in addressing the crisis.
9. Highlight Mission and Purpose: Reiterate your company's mission and purpose in relation to the crisis. Emphasize your commitment to core values and how they guide your response efforts. This helps stakeholders understand the broader context in which the crisis is being managed and reinforces your dedication to your mission.
10. Monitor News Reports and Social Media: Stay vigilant and closely monitor news reports and social media conversations surrounding the crisis. Respond promptly to any inaccuracies, rumors, or concerns that arise. Engage with stakeholders online, listen to their feedback, and adapt your crisis response strategy as necessary.

Facing a crisis with an element of surprise can be overwhelming, but by following these nine steps, you can navigate the challenges effectively. Remember, communication, transparency, and empathy are key to maintaining trust and mitigating the impact of the crisis on your organization and stakeholders. By proactively engaging in crisis management, you can emerge stronger and more resilient in the face of unexpected events.

Have any questions? Head over to the home page and ask me question. 

Molly