Final: Signature Assignment—Create a Crisis Communication Plan
Crisis Communication Plan Assignment Outline
What is a Crisis?
Crisis Definition: A crisis is any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention. These situations can be any kind of legal dispute, theft, accident, fire, flood or manmade disaster that could be attributed to your company. It can also be a situation where in the eyes of the media or general public our company did not react to one of the above situations in the appropriate manner (Sandra K. Clawson-Freeo).
Your Signature Assignment for the course.
Each of you are to create a Crisis Communication Plan based on ONE “1” of the following:
1. Financial Crisis -This is the crisis that occur in an organization due to its prevailing financial conditions.
2. Technological Crisis – A technological crisis is caused by human application of science and technology. This occurs when technology becomes complex and the system breaks down.
3. Crisis of Malevolence – When opponents or miscreant individuals use extreme tactics for the purpose of expressing anger or seeking gain from, a company or economic system, perhaps with the aim of destroying it.
4. Natural Crisis – This is a crisis concerning natural disasters and considered as ‘acts of God’.
5. Crisis of Deception – A crisis of deception can occur when management conceals or misrepresents information about itself and its production in its dealing with consumers and others.
6. Work Place Violence – This crisis may occur when an employee(s) of former employee(s) commits an act of violence against the employees on organizational grounds.
NOTE: Below are steps to help you.
Step 1.
Create a Title Page for the Crisis Communication Plan.
Include the following:
• Name of the organization
• Name of the document, i.e., Crisis Communication Plan
• Creation date or last date updated
• Table of Contents
Step 2.
Create a Crisis Communication Team. (Formulate a Crisis Communication Team)
Defining a qualified team and designation of a primary spokesperson to deal with a crisis is an essential first step. The composition of a crisis communication team may vary depending on the size of the operation, but keep these three roles in mind: operations, communication, and subject matter expertise.
The Crisis Communication Team should be comprised of:
• Leader-You
• A Crisis Communication Team Leader (coordinator)
• Assistant CCT (assist the team leader-coordinator)
• Family Liaison (initiates contact with family member to notify with updates and information as information becomes available. (Note: Family members should always be informed before the media).
• Human Resources
• Legal Counsel/Advisor-Company Lawyer
You are to create your Crisis Communication Team (CCT) with their/s title, position, and duties in regard to being part of the CCT.
Reminder: Your goal is to be proactive and put mechanisms in place. You are the leader and Crisis Preparation is up to you.
Communication Management
Once the crisis has been determined and factual information to be communicated has been confirmed, it is time to begin planning a response strategy for communicating critical information and for responding to potential questions for each audience. Messages may be distributed internally to employees and externally to the public, shareholders, the media, etc.
During this step, the CCT should:
Step 3.
Message Management-Communication Logistics
• Identify your key audience/ who you will address.
• Develop a script for conveying key information points-beginning of crisis-Holding Statement.
• Develop a list of questions (5-10) that could be asked by a variety of audiences (families, media, and external stakeholders) about the crisis.
• Establish a location for media (see yourself as a leader………you may have to address the public) and a safe location is needed.
Mental Note: You, the Crisis Communication Team Leader, and Legal Counsel/AdvisorLawyer should approve all messages.
Step 4.
Re-evaluate Conditions and Define Recovery
As new information emerges, changes in your message/s should be continuously reevaluated and should evolve to reflect the most up-to-date information. In your postcrisis phase, the organization is returning to business as usual. The crisis is no longer the focal point but still requires some attention. This is when follow-up communication is required.
• Modify a pre-scripted message or develop a new message-communication update concerning the crisis.
Step 5.
Again, in the post-crisis phase, the organization is returning to business as usual. Create a letter that addresses the reason for the crisis and any changes in procedures or protocol that will now be part of preventing this crisis from happening in the future.
Mental Note: As mentioned earlier; you, the Crisis Communication Team Leader, and Legal Counsel/Advisor-Lawyer should approve all messages.
Crisis Communication Plan Requirements
1. Length: The main body of your Crisis Communication Plan should be no more than 5-6 pages. You are welcome to include other resources, but should be a separate section or appendix of the plan.
2. Content: The first pages of your Crisis Communication Plan should clearly outline the steps the organization will take place in the event of a crisis, who is responsible for taking these steps, and how to contact the Crisis Communication Team
3. Review: You are welcome to submit your Crisis Communication Plan for review. I will happy to give feedback before the assignment due date.
Additional Requirements
1. Your plan should be drafted in MS Word, using Arial 12 pt. font and 1” margins.
2. 1.5 or double-spaced.
3. Plan should be clear and concise and written in the third person.
4. Words should be selected carefully. Words such as should and may imply choice.
5. When using acronyms, spell out the words the first time, then indicate the acronym in parenthesis, e.g., Department of Labor (DOL).