Affinity Ohio’s Crisis Management Process

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Every organization is vulnerable to crises. The number one reason organizations do not survive disaster is failure to plan. The number two reason is failure to communicate an established plan. Effective crisis management has one goal in mind, to minimize damage.

In a disaster, operational response will break down. Stakeholders (internal and external) will not know what is happening and quickly be confused, angry, and negatively reactive. The organization will be perceived as inept, at best, and criminally negligent, at worst.

The basic steps of effective crisis communications are not difficult, but they require advance preparation to minimize damage. The slower the response, the more damage is incurred.

What is a crisis?
 
Any situation that is threatening or could threaten to harm people or property, seriously interrupt business, damage reputation or negatively impact share value.

A crisis is an abnormal situation, perception, disaster or attack, which is beyond the scope of everyday business operation that creates chaos that disrupts processes and if left unchecked can threaten the overall operation, safety or reputation of an individual or organization.  

Firestone, Bill Clinton, Arthur Andersen, Enron, WorldCom, 9-11, The Tsunami Disaster, Hurricane Katrina and Virginia Tech are all incidents that could have benefited with a pre-plan.

Crisis management deals with the immediate response to a crisis, but also ensures that business plans can be executed and managed effectively. Crisis Management is also the process by which the organization manages the broader impact, such as media fallout, and enables it to commence recovery.

Communication is vital to the success of crisis management. Effective and successful management of a crisis requires modification of systems, adaptation of process and improvising the management of resources and communicating adaptations to stakeholders.
Pre-plan.

1. Anticipate and prepare for crisis
   The single most effective way to deal with a crisis or incident is through the use of a Crisis Management Team (CMT)Assess risks behavior or actions or identify oppositionDevelop “holding statements”Identify response teamAssign a spokesperson internal or externalTrain internal spokesperson for addressing mediaRetain public relations council if neededRehearse a focused and effective responseEstablish communication system
2. Be vigilant

When disaster strikes

• Assess the crisis situationAssess the impact Identify and prioritize actions requiredMaintain control Control fearAddress confusion Reassure stakeholdersDevelop a key messageCompose “Talking points” Resolve any conflicts of interestEstablish authority limits and levels of control
• Contingency plan

To learn more about crisis management contact us at dlindahl@affinityohio.com