Anche questo articolo è stato estrapolato dal mio lavoro personale sulla Crisis Communication. E’ scritto in inglese e potreste trovare dei refusi. Poco importa, ho preferito condividere qui un po’ di materiale. In questo articolo chiariamo le idee su cosa deve fornire un Piano di Crisi.
Nel caso studio evidenziamo, invece, lo straordinario lavoro di comunicazione della Croce Rossa durante gli attentati del 11 Settembre 2001.
Iniziamo subito con il Piano di Crisi (Crisis Plan)
Before an organization can develop a crisis management plan or a crisis communications plan, it must determine which crisis or crises the organization is most likely to face.
As underlined in the book of Kathleen Fearn-Banks “Crisis Communications – A Casebook approach”, a restaurant chain may decide that food poisoning and fire are its most probable crises. If a food poisoning crisis occurs, the media will want, and the public relations department should have, the following items readily available and in its crisis communications plan:
- a list of ingredients stocked
- a list of vendors used
- kitchen precautions and procedures
- names and contact numbers of chefs and all other personnel handling food,
- list of medical experts for consultation and as spokespersons
If a fire occurs, the public relations department should have, in a specific crisis communications plan, information about:
- its evacuation procedures
- its policy on using nonflammable decor items (such as window coverings and tablecloths)
- the floor plan of the structure
- fire experts for spokespersons.
What a crisis plan provides
When you find yourself in a crisis communication situation you have one goal, to protect the reputation of the organization by:
- communicating the right message;
- at the right time;
- to the right people.
Responding quickly and with confidence is the only way your organization can seize control of the crisis communication and turn it to your advantage. Look on it as a wise investment.
Elements of a plan
What you’re developing is quite simple, really. To have a clear and concise, proactive crisis communication plan you need guidelines for:
- the right message;
- to whom that message should be told;
- who should tell it;
- the right time to tell it.
As part of that plan, you also need to understand how you will communicate internally and agree on the above elements as quickly as possible, ensuring that everyone within your organization has the correct preparation to do it.
Red Cross and Crisis Communication during 11th September 2001
In a book that I red when my master was ongoing, (unfortunately I don’t remember the title) an author underlined how organizations like the American Red Cross know how important could be a good communications plan during a crisis. Red Cross included a specially trained rapid response communications team with the early disaster. This team is composed of 35 people and during 11th September was in place within half an hour of the first plane crash. Its job was to implement its crisis communications plan, working with the media to tell people what was happening and how they could help. When the huge volume of media was becoming imminent, the Red Cross called in scores of volunteer professional communicators to help disseminate immediate information about relief efforts. It’s not necessary to address every detail, but having a prewritten general communications plan gives you a head start at a time when hesitating to speak could be costly to your company’s reputation.
It doesn’t have to be lengthy; when you need it, you can flesh out the details as they become known. The good news is that you won’t be alone in developing your communications plan. One of the first steps will be to create an ace crisis management team of library staff and others who are ready to provide help and support. (Jan Thenell – A PR guide for handling every emergency)