6 things to do before your next crisis

While conventional wisdom dictates that organizations have a plan for managing events like these, it's impossible to anticipate every scenario that could disrupt your business or harm your reputation.

Crises come in all shapes and sizes. From drug diverting nurses and babies accidentally switched at birth to Department of Justice investigations, natural disasters and even allegations of abuse by a one-armed man, I've seen a lot in my 12 years at Lovell. (Seriously, I couldn't make some of this stuff up if I tried!)

While conventional wisdom dictates that organizations have a plan for managing events like these, it's impossible to anticipate every scenario that could disrupt your business or harm your reputation. Even if you could, there's no standard playbook for communicating during a crisis. The need to respond, the method of communication and even the spokesperson may differ depending on the type of crisis and the unique circumstances surrounding it. With so many variables in play, how do you plan for the unknown? A formal crisis plan is a sound investment but, let's face it, one that not every organization is willing to make. Plan or no plan, here are six simple steps you should take now to prepare for your next crisis.

1. Establish an early alarm system. Make sure your organization has clearly defined guidelines about reporting issues with the potential to have a critical impact on your business. Circle the wagons as soon as a potential concern is identified and involve communications from the beginning. It's better to be paranoid and prepared than to learn of an issue when a reporter calls.

2. Pick your team. Assemble a crisis communications team that will work together to assess potential situations and make quick decisions when faced with a crisis. Keep the team small but be sure to include representatives from legal, operations, public relations and human resources.

3. Face your fears. While you may not be able to prepare for every crisis scenario, you should plan for the worst — especially if your business operates in a high-risk industry like healthcare. Identify what keeps your up at night and stage a tabletop crisis exercise to test your plan and refine your message. If the worst happens, you'll likely have to fine tune your message but this exercise can help uncover gaps in planning.

4. Invest in media training. Once you've identified your areas of vulnerability, consider who might serve as a company spokesperson in the event of a crisis (hint, it won’t always be the CEO). For example, medical errors or service line closures may be better communicated by a physician while reductions in force or strategic business issues are best addressed by the CEO. Identify all possible spokespersons and provide basic media training.    

5. Build the infrastructure. Take stock of all your stakeholder audiences and the best way to communicate with them. Build and update lists and makes sure you have the ability to easily update your website with information specific to a crisis event.

6. Develop a media policy. If you don't already have a policy that defines the process for handling media inquiries, develop one now. Employees should know how to react if contacted by a  member of the media long before a crisis event occurs.

Taking these steps won't necessarily keep you out of the headlines, but it will put you ahead of the game.

Rebecca Kirkham is a senior vice president at Lovell Communications. A member of the firm since 2002, she has more than 15 years of experience developing marketing and communications strategies for publicly traded and privately held healthcare companies. From hospitals, health systems, surgery centers and pharmaceutical companies to ancillary service providers and B2B partners, she has represented nearly every sector of the industry. Prior to joining the firm, Ms. Kirkham managed corporate communications for IASIS Healthcare and its 15 acute-care hospitals. Earlier in her career, she oversaw a multi-million dollar national marketing program for Columbia/HCA Healthcare Corporation and its 300+ hospitals. A graduate of Western Kentucky University's School of Journalism where she earned a degree in public relations, Ms. Kirkham is active in a number of professional and community organizations, including the Nashville Healthcare Council’s Leadership Healthcare program and the American Marketing Association’s Healthcare Special Interest Group.

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