Prepare for crisis before it happens

First of three

Warren Buffett, the great financier and investor once said, “It takes 20 years to build a reputation and five minutes to ruin it.”

That statement is truer today than ever with the proliferation of social media and cameras in nearly every public square. One slip of the tongue or misguided “private” moment can have a negative impact. 

Witness the hot water in which married U.S. Representative Vance McAllister finds himself after being caught on camera kissing a woman who is not his wife. Or the initial PR challenges associated with the federal health care plan roll-out.

In recent weeks, two tragic cases involving the disappearance of Malaysia Flight 370 and a capsized ferry in South Korea show the importance of reputation management and crisis communications.

Most organizations don’t have crisis communications plans because they either don’t believe they will need one or have not taken the time to develop a plan. It is a mistake to overlook the possibility of a crisis situation that could suddenly emerge. It may not be as tragic as a plane crash, where hundreds of relatives are left in the dark about the fate of their loved ones, or as dramatic as a public official behaving badly. However, it’s always important to be proactive.

Preparation is key. Today, businesses, organizations, and governments would be well served to set aside a day for employees and all levels of leadership discuss everything that could possibly go wrong, then develop a plan. Effective plans have specific actions that must be followed in chronological order, but also timetables and specific job assignments.

A few key tips for an organization in the midst of a crisis:

• Employ affirmative statements.

• Be proactive. Contact media (via multiple channels of discourse) as soon as possible even if all the facts are not known with the promise of responding with details as soon as you are able to do so.

• Reiterate your organization’s compassion or integrity.

• Identify someone to make sure key stakeholders are contacted immediately. Key stakeholders should not be surprised to read a story via media alert or social media.

None of us wants to find ourselves having to defend a sterling reputation that can be destroyed so quickly, as Buffett notes. That’s why it’s so important to be ready when and if the time comes.

Byron McCauley is founder of McCauley Communications, a PR consultancy in Cincinnati. He is a veteran PR executive and a former newspaper journalist for 20 years.