Crisis Communications? Be Prepared.

Tylenol. Enron. Martha Stewart. AIG. Even strong brand names are vulnerable and fragile in the midst of a crisis. Whether your company is faced with a situation involving personnel issues, a product malfunction, or a pending lawsuit, it is important to anticipate and prepare your communications response. Developing a crisis communications plan in advance, will allow you to move quickly once a crisis occurs. A well-thought out response to a crisis situation can protect your image, solidify your brand and even enhance your reputation as a responsible organization.

Each crisis is different, as are the companies who experience them. However, there are many elements common to all crisis situations. By knowing what to expect and how to prepare, you will be able to develop a plan of action that can be implemented quickly and effectively to minimize damage to your brand. Keep these principles in mind as you develop your crisis communications guidelines.

Be responsive. When problems occur, you should be prepared to communicate about them both internally and externally. Acknowledge the situation and explain the steps you will take to fix it.

Be open. The public has a right to know. Be straightforward with the facts, but don't speculate on unsubstantiated rumors. Failure to maintain honest communications with your customers, employees, business partners and vendors could permanently impact your company's credibility and reputation.

Show concern. Show that you care about your customers and employees. When business problems occur, provide those most directly impacted with updates on a regular basis.

Show commitment. Explain how you will learn from your mistakes. Talk publicly about what you've learned and renew your commitment to keeping errors, mistakes and problems from reoccurring.

By being vigilant, prepared and proactive, your company can manage a crisis and minimize the potential damage to its reputation. Before it's too late.