The NATO bombings in Kosovo might not seem at first glance to have particular relevance to the PR discipline. Smart companies with strong brand recognition, however, realize that no one is immune from the threat of terrorism. Think Planet Hollywood in Capetown and the1998 August bombing.
In tune with that trend, the Institute for Public Relations held its third international symposium on "Global Terrorism: How Does PR Prepare?" Crisis management experts who spoke included James Lukaszewski, chairman of crisis management firm The Lukaszewski Group, New York, and former FBI executive Brian Hollstein, who runs his own security management consultancy, Hollstein & Associates, New Canaan, Conn.
Both provided guidelines to both preparing and coping with the possibility of peril. Lukaszewski and Hollstein suggest this game plan to deal with terrorism if it impacts your corporation:
- Contact the U.S. Department of State and ask to receive its regular distribution of "Key Officers of Foreign Service Posts." This publication is frequently updated and lists all U.S. embassies and diplomatic posts worldwide. 202/512-1800;
- Establish an "absolute whereabouts" process, requiring all employees who travel internationally on company business or vacation to report to a central location by phone or e-mail identifying their whereabouts. This should also provide contact information in case of an emergency.
- Establish a crisis management process in the U.S. and abroad, making sure you have quick assessment, quick analysis and quick response from designated response teams in the countries where your corporation has major operations. The crisis management group should be organized based on a written policy statement and the team formally identified and briefed on responsibilities and procedures. These should be outlined in advance based on hypothetical scenarios.
- Contact and register with the Overseas Security Advisory Council (OSAC) of the State Department at 202/663-0533 or [email protected].
- Establish local response options. Rely on local authorities to do most of the speaking for and about an incident; provide authorities with a company statement, if appropriate, and let the authorities make it until you have more details; and for all overseas facilities, establish a reporting process for incidents of a suspicious nature and make sure that corporate is in the loop. (Lukaszewski, 914/681-0000)