The crisis hits like a thunderbolt. It's Saturday night. Your executives are scattered across the U.S., Europe and Asia. That's when you learn the hard way that your crisis
preparation binder, which sits on the shelf at the office, is useless.
What's the solution? Make your crisis plan real-time on the Web. A password-protected private site - or a crisis extranet - can simplify coordination during a time of crisis. A
Web-based plan can help overcome some of the nasty barriers to effective crisis communications, including:
- Coordination across global time zones;
- E-mails lost in the blizzard of business activity;
- Speed-of-light news cycles; and
- Rapid and relentless Web-based criticism from bloggers.
It Works
The concept is proven. The U.S. dairy industry relies on consumer confidence in the health and safety of its products. But it's not easy to coordinate crisis response among
four dairy organizations, any of which could logically claim to "speak for the industry." In 2001, leadership from the four groups understood the perils of a disjointed response
to any national crisis in confidence toward dairy foods, and agreed to work together on a unified response mechanism.
That mechanism is a password-protected Web site that ensures each of the four partners is up-to-date on all aspects of a crisis, and guides media statements or any other public
pronouncements. The Web system is supported by a track-'em-down phone contact system, letting executives in each organization know to enter the site and monitor the crisis.
"When we look at crisis communications, the cornerstone of our plan is our crisis management Web site," reports David Pelzer, senior vice president of industry relations and
communications for Dairy Management Inc. (the "Got Milk?" people) in Rosemont, Ill. "All the users know they can trust the site as the most reliable source of information during a
crisis. When you set up the site, you've made a promise to be there during the crisis with the most up-to-date information."
Pelzer credits the Web-based system for "assuring consistency of messages across the country" throughout the far-flung dairy industry. For example, when there were reports of
the cattle disease BSE (otherwise known as mad cow disease) in the U.S., the site served as a real-time command and control center, when there was no time for phone calls and
rounds of e-mail messages.
Training and crisis drills are part of the secret to the system's success, Pelzer says. Online and in-person training and drills for dairy industry executives and communicators
have been part of the system since its inception in 2002. "You can never say: 'We're there, our work is over,'" he says.
Keys To Success
There are a handful of tips that will help a Web-based system work effectively:
- House the crisis site on a secure server outside your own IT department. (If the crisis is a fire or flood in your own facility, for example, you can't rely on your own
equipment.)
- Back up the secure server with another. Use a firm that specializes in reserve systems.
- Get everyone on your global team involved early. Assure that everyone is trained on the system and knows how to access it.
- Your executives and attorneys can't be bystanders when it comes to preparing for a crisis. They need to be trained on the system, too.
- Assign multiple staff people to be trained and ready to act as content managers on the site - updating standby statements, news coverage and information about the crisis.
- Load the site in advance with information you'll likely need in a crisis, such as facility fact sheets and step-by-step site use instructions.
- Make sure every crisis team member is carrying a wallet card with the crisis URL and their password, no matter where in the world they may go.
Agree In Advance
A Web site cannot act as a replacement for some of the most critical elements of crisis management:
- Agree in advance on the philosophy you'll follow. Agree that you intend to react with speed, transparency and a philosophy of empathy toward victims.
- Agree that you will speak with One Voice.
Be Ready With Your Public Site
While a password-protected management site is the main subject of this article, organizations must be prepared with their public-facing sites, as well. Pelzer says the dairy
industry is ready to "flick the switch" on a dark Web site pre-loaded with information that consumers would need to know about dairy foods safety in the event of a crisis. To
date, the dark site has not been activated.
Build Calmness Into Your Site
The midst of a crisis is no time to be thinking about all the details that need tending during times of stress. Panic prevention mechanisms should be included. For example, a
checklist of initial action steps in an emergency will remind your crisis team what to do first. A list of roles and responsibilities - agreed to in advance - will keep team
members from stumbling over one another.
All of the crisis team members in your organization need to be confident that the crisis site is absolutely the best source of information about the crisis and the salient
facts around it. By keeping the site "locked and loaded" with information, by reminding your executives and partners frequently about the site's existence, and by running a
program of crisis training exercises and drills, you and the site will be trusted. The result is a sense of calm and coordination, even during the toughest of times.
This article was written by Bob Rumpza, who is the senior vice president, public relations, for Nicholson Kovac, an integrated marketing communications agency based in Kansas
City with an office in Minneapolis. Bob is a frequent crisis communications counselor for clients in a variety of industries.
Contact:
Bob Rumpza, [email protected]