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When a Crisis Comes Calling
Sexual harassment. Embezzlement. Drunken driving. Substance abuse. We don’t believe that they’ll happen within our own organizations, but chances are they will. And when they do, the media jumps all over the story. The phone is ringing incessantly and reporters are camped in your parking lot. What do you do?
First, take a deep breath.
When you find yourself in a crisis with no crisis communications plan, the first thing to consider is whom you need to communicate with and how to reach them quickly. Key audiences will include the media, your employees and your customers. Think about what questions each of these groups will have, and jot down your answers. These notes will become your talking points - the key messages you’ll keep repeating when responding to questions.
Next, choose one spokesperson from your organization to talk to the media, and let your employees know that this is only person who should be answering media questions.
As quickly as possible, hold a meeting with employees/volunteers/board members to discuss the situation. Remind them to direct any media inquiries to your spokesperson. Give anyone answering the phone scripted responses to frequently asked questions they may get from callers about the crisis.
Keep your customers in the loop as well. Post a statement on your Web site pertaining to the crisis. You may also want to send a letter or e-mail to your customers to reassure them of your commitment to them.
Prepare for the media by anticipating what types of questions will be asked and planning answers based on points you want to stress. Ask your spokesperson these questions to help him or her practice.
When the crisis has died down, take some time to formulate a crisis communications plan based on everything you’ve just been through. Include your key messages, the steps you took to determine which audiences to talk to, statements you made, your talking points, the types of interview questions you were asked and what you would do differently next time.
Speak up!
Speaking with an audience face-to-face is the most powerful form of communication. With that in mind, today’s savvy audiences can sense a phony speaker and an unreliable message pretty quickly. Many CEOs and business professionals, either from fear or lack of practice, need assistance in the art of writing for the ear and not the eye.
Recognizing a need for speech writers in Oklahoma City, several members of the 20 Hats team recently completed advanced training in speech writing. We are equipped to provide our clients with effective, powerful speeches that are tailored to the speaker and his or her audience.
Please keep 20 Hats in mind the next time you or someone you know needs to give a speech.
Your newly captivated audience will thank you!
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