I have already set out the basic principles and golden rules governing crisis communication, but one has broken out and this is the critical moment to act by applying the theory. What should be done at that moment? What should be the first steps to take? Because there is no doubt that our first actions will determine the course of events. It is therefore important to follow a series of very practical recommendations.
Firstly, it is essential to keep calm. A cool head and a certain amount of distance will help prevent panic, the most dangerous enemy of any crisis manager. Next, we must strive to to collect as much data and facts as possible to get as accurate a picture as possible of what is happening. Once this information has been processed, it is necessary to identifying audiences potentially affected by the crisis, and defining communication channels we will use to get in touch with them.
Now that we have done a good situational analysis it will be easier for us to appoint the most appropriate spokesperson for the scenario we are facing. It is then the turn of initiating the chain of contacts. At this stage it is essential to gain as much time as possible to get all the help we need, as it will be virtually impossible to respond in real time to all the information demands we have to deal with. In the case of journalists in particular, we will have to get as much information as we can (deadline, media profile, publication format, etc.) in order to avoid unpleasant surprises. Finally, a cordial attitude The fact that it is far removed from any kind of confrontation will help us to create a climate that is favourable to our interests.
However, in a crisis, as in life, it is sometimes much more important to know what not to do. First of all, it is very risky to waiting for the crisis to go awayIt won't! Therefore, the option of burying the head until the weather clears is best banished. It is just as crazy to try to managing the crisis on our own. In this sense, a well-coordinated crisis committee where each member has a well-defined role is our best ally.
Everyone hates broken promises. Journalists are no exception, so the best thing to do is to not to let them down with expectations that we may not be able to fulfil. Nor is it advisable to make assumptions o reply to questions from the media without first obtaining assistance of the crisis committee. Similarly, we should be very careful not to express personal opinions at the risk of embarking on a journey of no return.
And a final word of warning. It is a serious mistake to assume that the information provided by the media is entirely correct. In more than a few cases, these are rumours and inaccuracies, when they are not just malicious and ill-intentioned clues.
Joaquín Rodríguez Villar