Crisis is like an uninvited guest.
It comes calling when you least expect it and is usually the
source of a major headache. For a company, the first reaction on
encountering a crisis is panic. If not dealt with appropriately,
a crisis can seriously damage a company’s image in the eyes of
the public, an image usually nurtured over several years.
However, a well thought out crisis communication plan can help
reduce the effects of a negative situation.
The first and most basic step in creating a sound crisis
communication plan, is to take into account every possible
scenario which could lead to a problem, internally or
externally. Can any of your products be contaminated or
adulterated? Could any of your employees have an issue with the
company? Can a shop floor worker have a potentially life
threatening accident during the manufacturing process?
Every scenario, no matter how small, can explode into a
potentially damaging situation for the company. It is important
to share these probable situations with your communication
advisors to enable them to adequately plan for the same. It is
also important to identify and train a spokesperson to speak to
the media in case of a crisis. Confidence must be reflected in
all that the company says and does. Crisis or no crisis, it’s
business as usual.
Try and plan ahead. To cite an example, when Reliance was
building its refinery at Jamnagar, the company ensured that the
facility could withstand an earthquake of the intensity of 9 on
the Richter Scale. The foresight paid off, as the refinery
survived a quake measuring 7 on the Richter Scale.
