What's in store for this edition:

• Crisis Communications - The Plan

  • Here’s how to prep like a pro.

  • This plan should include:

  • Possible crises examples:

• NEWSWORTHY: Influencers During a Natural Disaster 🌀

• COOL or CRINGE: Florida City and it’s shocking lack of empathy. 🤯

• Attention Seeker of the Week 😻

Crisis Communications
The Plan

This past week I was very, very busy preparing for Hurricane Milton. I was glad we did so much prep work ahead of time. It gave me peace of mind, knowing I did everything I could to be ready if we got hit hard by a crisis like the hurricane. Preparation is one of the most important things you can do for crisis communications.

Here’s how to prep like a pro.

Your first step is to prepare a document called a crisis plan. Long before a crisis develops, this document that you will prepare is a guideline, a list that has all of the information you need, messaging you can use, ready to go. It is created well ahead of time so you don’t have to make it during a stressful and likely chaotic event.

This plan should include:

1. A list of those who will manage the crisis. We are talking CEO, legal counsel, and PR team, and maybe other members depending on the business type. (i.e. plant manager, marketing and sales manager, customer service director, etc.) They should be aware of this responsibility and trained for it. All core team member's names, titles, and contact information should be included on the list.
   
   💫 Pro Tip: Don’t make this team too large, otherwise it could hinder the ability to act quickly.
   

2. There should also be a reminder statement to those involved in handling a crisis. This statement should remind all that the company will address the problem with honesty and transparency and the company will always act in the public interest and have empathy for those affected.
   

3. A system should be set up for internal communications. Use a familiar way for information sharing.
   

4. A outline of the responsibilities for communication for all of the parties involved.
   

5. The company’s key brand messages, and I like to have the brands promise listed.
   

6. A list of contact information for other important persons: employees, government officials, various government agencies, suppliers, vendors, etc.

In addition to the written document plan consider the following:

Have a logistics plan in place for communications, well ahead of time so there is no scrambling at the last minute. This includes:

• Updating your website. Is there an area to issue statements? Is the person responsible for website updates contact information listed on your plan? Who will be monitoring emails and sending feedback to the company?

• Is your website security system secure? We don’t want any hackers disrupting even more.

• Does your customer service know how to route calls?

• In addition to a crisis communication plan, you should always have good relationships with the media. If a journalist hears of a negative story about your company, they will come to you first before publishing a story.

• Consider hiring a crisis firm in addition if you do happen to find yourself in a crisis. Having set up a relationship beforehand will make things all that smoother and faster.

Possible crises examples:

🛢️ Oil Companies: Gas Spills (I’m looking at you, Exxon Valdez)

🥬 Food Companies: Contaminated food. (Can anyone say Boars Head)

🏥 Hospitals: COVID-19 (need I say more)

🏫 Utilities: Outages, Accidents, Shortages, etc.

🚨 Police: Officer-involved incidents, active shooter, etc.

As you can see every organizational crisis will be different, but having a plan will go a long way in addressing the issue swiftly, honestly, transparently, and with empathy.

Do this now:
Start a Crisis Communications Plan.
Begin with: Who would be your spokesperson to address the media?
🎤 They need to be a strong communicator, have deep knowledge of the subject matter, and be credible.
Any 🎥 Media training should be done ahead of any crisis.

Next time: More on messaging and appropriate responses, and a look at some case studies. Plus, you’ll learn a term in Chinese and see how it relates to crisis communications. Here’s a hint 危机.

Get PR techniques from recent news.

Newsworthy

Double Hurricanes Can’t Stop Influencers 🌀🌀

Hurricane Helene and Milton have wreaked havoc and created communications challenges for millions.

Since Americans increasingly get their news through social media, local governments and emergency response organizations can partner with social media influencers to quickly share their message.

Why?

• They can help spread accurate information quickly, this accurate information can save lives in a crisis.

• Influencers can reach millions in real time while sharing crucial information on key evacuation routes, safety guidelines and local resources.

• Many influencers can also use their platform to drive disaster relief donations.

• Agencies that work with influencers to provide fact-checked and verified updates is great way to stop the spread of false information.

✍️ Key PR Takeaway: Partner with the correct influencers well ahead of time, no last minute scrambling.

Learn from others.

0% Cool : 100% Cringe

A Florida city and it’s shocking lack of empathy. 🤯

A Category 3 hurricane hit and residents don’t even get a “hey how you doing?” Instead they get a notice that you have to apply for building permit if your fence falls down, infuriating residents.

I’m sure Casselberry has an emergency management plan (it would be irresponsible not to have one) however, it appears they have forgotten about a communications crisis plan.

68% of the City of Casselberry is on one Facebook group, and the vast majority were shocked at this surprising lack of empathy. This one post turned the city residents against city management.

Here’s a rewrite, that I did in 2 minutes, showing empathy, yet not changing any policies and acknowledging the stresses on city employees:

“Thinking of our resilient residents in these difficult times. The aftermath of a hurricane brings lots of questions, worries, sweat and tears. Our hard-working city employees recognize these stresses that you are experiencing, after all they are going through similar trials. We want to help get you back to normalcy as soon as possible. It’s important to remember to apply for a permit if you have two or more fence panels felled. We recognize this may seem silly, but it is very important and we have made the process hassle free, easy and even better — it’s FREE! Here’s how to do it:”

✍️ Key PR Takeaway: Review your messaging. Always check for honesty and transparency, public interest, and empathy for those affected.

Attention Seeker of the Week

Kuai Kuai, (Chinese for fast, speedy) his breed is not known, and was born with no tail. He is full of energy and when he really wants you to take note of him, he jumps on you and either bites your phone or plays with your hair. Kaui Kuai you have “quickly” taken our hearts.

Thanks to our reader Emma for sharing with us Kuai Kuai. We’d love to feature your furry attention seeker in our newsletter, send me your pics.

Hurricane aftermath, clean up, and lack of internet… are all challenges conquered to bring you this weeks Attention Seeker. 😅

Until next time, keep your shades on and stay cool.

Your fellow Seeker,
Keren

🕶️