It's impossible today to have a strict definition of a crisis since so many variables - publicity, a plunge in stock price, outside controversy (just think Teletubbies) - can rock the brand boat. With that in mind, PR NEWS offers a quick crisis checklist if your firm's taking an image licking but needs to keep on ticking.
The rundown is provided by Karakas, Vansickle, Ouellette Advertising and Public Relations, Portland, Ore.
1. You need a pre-determined crisis preparedness communications team whose members are key company executives and reputation management specialists (either internal or outsourced). Make sure you have international PR practitioners on that team as well.
2. Gather all of the facts immediately, including what has been covered in the press. Online coverage will be the most current.
3. Respond with a statement within two to four hours of the crisis hitting, even if it's to report that you're "looking into the details." But don't automatically go into high gear to prepare a press conference until you have a handle on the facts and you're able to respond intelligently.
4. Develop key talking points and make sure all of your company spokespeople have the same information. Remember, too, all of your employees are defacto spokespeople and must be kept informed.
5. Walk the walk. You need to articulate policies and make sure they're followed. If something needs to be fixed and you assure audiences it will be done, set out immediately to complete the task and earmark any needed funds.