Crisis communication -- don't wait until you're in a crisis to communicate

First Class Communication has always told our clients that when it comes to crisis communication...

• You need to be as honest as you can with what you know
• You need to show genuine concern for anyone who has been hurt
• You need to say how you're going to make things better in the future -- and then, for Pete's sake, make sure you follow through

So it was reaffirming to hear respected crisis communication expert Diane Chase, owner of C4CS in Pittsburgh, PA, and Charlotte, NC, reframe that same advice in three easy questions. The questions she posed are without a doubt ones you must think through before you give any media interviews about a crisis:

1. What do you know?
2. How do you feel about it?
3. What are you doing about it?

Chase, who spoke to the Arkansas Chapter of IABC today, also had some other great bits of wisdom regarding crisis communication:

• You can't wing it. (That's why it's so important to prepare a crisis communication plan that is regularly reviewed and updated.)
• Crises are a matter of when, not if. (So, really, you need to be ready.)
• It's vital to build relationships with media and other stakeholders before a crisis occurs.
• Crises present both danger and opportunity -- how you handle them defines which of those they turn out to be for you and your organization.

Are you prepared to turn a crisis into an opportunity?