A Guideline
“There cannot be a crisis next week. My schedule is already full”. Henry A. Kissinger
Introduction
My direct experience in the area of communications at various levels in the last 15 years – nongovernmental, big industry, entertainment, government and diplomatic consulting – offered me several occasions to observe and be full part of various low, middle or high level crises. Both as a journalist and as a communications consultant I observed directly various contexts and situations, including during and after the crises. My overall conclusion is that most part of them was the result of a deficient or lack of proper communication, including the lack of any kind of preventive planning.
Thinking that planning and over planning stage of communications is, of course, not enough. In many situations, a crisis is the result of a lack of adequate knowledge of the social, political and economic environments we are living and operating in, whatever the aims and purposes of the entities we are working for. But, on the other side, the capacity of organizing the daily information and its careful analysis, for identifying the possible seeds of a possible crisis would help you much more to be not only re-active, but also pro-active, in avoiding or better answering a special situation. It is a significant spare of time and resources, including of financial nature. From this last point of view, think about only how money will be spent for hiring a specialized company for repairing the damages of an almost destroyed image after the end of the crisis. A good reputation is built in a long period of time, but could be destroyed in a matter of minutes. You may think it is unfair, but this is how it is in the business. As long you are in, you have to be aware of all the risks and consequences of your decisions.
But, even if they exist, these mechanisms are rarely active or fully used before a crisis is occurring at his maximum peak. This is a situation available for small or big organisations or institutions, even if in the case of some the everyday activity is offering various reasons for worries. In a way, it is a similar situation with the everyday life developments: rarely are we fully aware that our lives and resources are limited, behaving as we are going to live for ever. Even we observe around us various crises we still don’t realize too often the emergency to better prepare to address the one targeting us directly. But the denial of reality will not determine the reality to mould according to our improper and wishful thinking projections. Sooner or later, we might turn as well into a target of the changing environment as well. Plus, it is a high occurrence that, at the end of the crisis, we will even discover more than one benefit of this despiteful situation. This, we could learn more about ourselves, our organization and the environment we operate in – including the media – and if intelligent enough, the lessons learned will be an important tool in making a positive change in our company, institution and business perspective.
This booklet is based upon direct observations I gathered on the daily working ground. I wanted to create a very short and ready-to-use guideline with the main directions to be followed before, during and after the crisis. The following pages are intended to be a very general framework to be filled in from a case to another with relevant information. This is the reason why I avoided focusing on case-studies, trying to offer the maximum of guidance for practical steps to be taken in this kind of unexpected and never-wanted situations.
I tried to be as synthetic and systematic as possible, focusing more on the crisis process than on detailed chapters and subchapters. I am not addressing at all the possible causes of the crisis, but mostly how to better use the communication skills before, during and after the crisis, as a way to prevent and diminish the negative effects.
Our main focus will be on communication, but during our presentation we will address equally organisational or administrative aspects of the crisis. Communication is only one aspect, but from the point of view of the public perception of the event, it is the most important one and without an adequate and tailored management all the hard work and hours spent in planning is ruined in a matter of seconds.
Before entering the substance of our presentation, I want to stress a couple of introductory aspects useful in understanding the general context.
I truly hope this material will be a helpful tool for all those directly connected to the communication activities of companies, public institutions or non-governmental organizations. A lot have been written, a lot is to be written, but it is always important sharing our experiences and knowledge. Together, we could make a change in the world around.
What is a Crisis?
In a perfect case-scenario, the crises are absent. The organisations or institutions are developing their own routine, with a fix schedule, long-, medium- and long-term objectives, to be pursued carefully. The economic, social, and political environment must change, but the general parameters of our activities are developing with little changes, rather adjustments for reaching our goals.
But, more or less independently on us, there could be changes. A political crisis might influence the economic targets. A strike in the public sector will affect the financial targets. The changes of the tax system might influence our business plans. A corruption case involving top-leadership of our companies is influencing negatively the image of the company, even at the end of the investigation the accusations will not be proved right. And the list of the situations could continue.
– What kinds of crisis are we expect to face:
Crises are in most part of the cases perceived as having serious negative effects on individuals, projects and organizations. It is the consequence or is determining a negative attention from the part of the media.
From the point of view of the communications aspects, during such circumstances, you have little time if not time at all to respond, as the necessity to offer as quick as possible reactions and explanations is vital. The sense of emergency might be psychologically difficult and the pressures are directly affecting everyone from the institution, company or organisation. They could be worried for the future of their jobs or for their family plans. Or, not least important, mainly if the crisis is affecting the image, of their social status as well, as being associated with corrupt or malevolent entities.
The nature of the negative impacts is:
– Emotional
– Organizational
– Financial and Economic
– Personal
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