Shift attitudes to match the situation
We primarily think of crisis communications in terms of events that happen to our business, things like lawsuits, faulty machinery, or employee unrest. When dealing with events such as violence or death in the workplace, however, it’s wise to slightly alter your approach.
In a PR Daily article by Gil Rudawsky, Ramonna Robinson, VP of GroundFloor Media and law enforcement media contact for the Columbine shooting, offered her advice on how to cope with tragedy:
- Your first priority is to the victims. They should get the information first, whenever possible.
- Be professional with the media, but don’t be afraid to show emotion. The media can be removed from the tragedy and focused on covering the news. That doesn’t mean you have to be.
- Work as a team with other law enforcement agencies. Everyone should be providing consistent information at the same time.
- Zip up the leaks. This will keep media from playing sources off one another.
- Don’t be afraid to say you don’t know or “that’s confidential” at this time.
- And provide a briefing schedule and stick to it. Consistency helps build confidence.
How you conduct yourself in the wake of tragic events will have a major impact on your reputation. Moreso, it will have an impact on those involved, and their families and loved ones. Plan thoroughly, and tread carefully.
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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc. , an international crisis management consultancy, and author of Keeping the Wolves at Bay – Media Training.]