How to Write a Media Crisis Plan

Although denial is a powerful coping mechanism, organizations must recognize the potential for crisis by preparing a comprehensive crisis plan. In the ordinary times before a crisis strikes, contingency plans assess the uncertainties that occur during a crisis. A well-conceived contingency plan addresses the way the organization can reduce ambiguity by communicating with the media.

Difficulty: Challenging

Instructions

1. Uncover the extent and nature of the crisis. Sometimes a crisis doesn't exist until the media declares it as such. Conduct an emergency fact-finding mission to ascertain whether the event meets the definition of the organization's crisis threshold.

2. Create a media crisis center. Crises involving injuries or deaths can bring hundreds of press members and thousands of phone calls. Establish a communications center where media can receive updates and press kits.

3. Designate a media spokesperson. Large organizations must retain a media savvy individual trained in crisis communications. In crises of great magnitude, a high-ranking official should address the media.

4. Deliver a consistent message. Crises create an information void the media is hungry to fill. You must deliver accurate information, even when using multiple spokespersons, to prevent rumors and confusion.

5. Use the media spotlight as an opportunity to highlight your company's mission and operations. Although damage control is the first priority, you must also remind the public of your organization's value and importance.

6. Make disclosures immediately as you uncover information. Withholding information puts an organization's reputation at risk. However, deliver only confirmed information, not speculative reports.

7. Monitor the media throughout the crisis. If you discover reporting errors, take immediate corrective action. Keep a log throughout the crisis of all media reports and contacts, and use these notes to hone future media plans.