Jan 25 | Dana, Director of Public Relations
So, you think the economy is making times tough… Have you considered what a crisis would do to your organization? In better times, we’re so busy keeping up with in-your-face daily demands that we rarely think proactively about planning for the unexpected. I relate crisis communications planning to insurance; you may not need it, and let’s hope that you don’t, but when you do, it’s invaluable. Many organizations are experiencing a slow-down in daily operations during this challenging economic climate. Why not use the small amount of extra time you now have to commit to a complete communications audit and development of a crisis plan? Some of you may be thinking, “I already pay enough to our attorneys, let them handle it.” Allow me to suggest to you now that he or she will only be valuable behind the scenes of a crisis. Do not make the mistake others have made of having your attorney be your spokesperson or even the words behind the face of your organization. This is an area where an experienced public relations counselor really shines. We’re able to step away from the “business side” of the situation, see the entire picture, and determine how the crisis may affect every one of your publics, then create channels of communication that speak to each of them. Different audiences have specific concerns during a crisis, and they need to be heard and responded to appropriately. Public relations can provide 1) a thorough review of what processes you already have in place, 2) recommendations for what should be modified or newly created, 3) ongoing environmental scanning to identify pain points early, and 4) proactive issues management, so that a problem doesn’t become a crisis. Don’t take this quiet time for granted, engage a public relations professional today to get you prepared for the worst, while helping your organization strive to be the best.