Resources: Articles

READY FOR A CRISIS?
by Rod A. Covey, President

Remember Chernobyl, the Exxon Valdez, and Tylenol-tampering? All were major crises in the 80s that prompted a “be prepared” attitude among industries, businesses and institutions. Being prepared is often the only chance for survival during a crisis.

The same is true for a Mom-and-Pop store as well as a conglomerate. Now is the time to realize that a crisis can happen to any of us, and we are more vulnerable than we thought.

Our current economic climate is enough reason to develop a crisis-management plan (and we won’t make you nervous by mentioning strikes, layoffs, closings, terrorism, sexual harassment, workplace injuries.)

1. Assess your assets and obstacles. Where are your company’s vulnerabilities? Who would be affected if a crisis occurred?
2. Assemble a crisis team. The fewer members, the better. Clearly define each member’s responsibilities.
3. Put a plan in writing. Keep it simple, well organized and easy to understand.
4. Prepare background data. Include company and facility information, product lists, fact sheets and applicable data.
5. Set up an internal notification procedure. Designate a single spokesperson and an alternate. Decide who does what and when.
6. Establish external contacts. Compile (and update) lists of emergency response teams, media contacts, key customers and suppliers, major investors, elected officials and industry experts.
7. Practice your PR plan. Train spokespeople how to communicate with assertive reporters, concerned investors, frightened employees and others who may be affected by a crisis.
8. Establish a command center. Determine where the crisis team will convene and operate from during a crisis. The space must be centralized and secure, with adequate computer and telecommunications capabilities.
9. Test the plan. Initially—and periodically—act out drills and scenarios using the crisis management plan.
10. Remember, time heals. Accidents and mistakes can be forgiven, even forgotten over time. But the way your company handles the crisis will dictate the shape of your reputation once you emerge. That’s probably the bottom line.

Rod A. Covey is president of Covey-Odell Advertising, Ltd., a North Canton-based advertising, marketing and public relations firm with 40-plus years’ experience.

For more information, contact Covey-Odell Advertising, Ltd., 330 Schneider St. SE, North Canton, OH 44720; phone 330-499-3441.