This month as we discuss tools for crisis communication and management, it would be remiss if we did not address the reality that sometimes, crises can be external and out of our control, yet we still must work to manage their effects on our organizations. The current international outbreak of COVID-19 is a current example of such a crisis. While much of the world is reacting in panic, best crisis management practices remind us that remaining alert, not alarmed, is the most beneficial stance to maintain.
The goal of creating crisis communication plans is to be prepared before something happens to avoid panic when it does. Panic and alarm cloud judgment and can lead us to make choices based on fear rather than logic and similarly cause us to neglect important action steps part of effective crisis management.
To avoid mishandling an external crisis, all organizations and institutions should incorporate the following three action steps:
1. Create a Crisis Plan
Specifically, a crisis management plan that includes a course of action for external events that could potentially affect internal operations, such as natural disasters like Hurricane Harvey or a pandemic like COVID-19. If you do not already have such a plan in place, there is no time like the present to create one. It is far better to be prepared for the unlikely than to be caught off guard when something unexpected hits.
2. Stay Ahead of the Story
As a rule, when an external crisis is happening around your community or country, it’s wise to get ahead of the issue by being transparent to everyone who is part of your organization in some way, whether they be employees or stakeholders, about the external issue that could affect internal operations. Taking a peaceful and not panicked approach, ensure them that you are aware of what is happening, have a plan in place should the event affect your organization and that safety is of top priority. Making these points clear to everyone early on during an external crisis will help you maintain trust among your audiences.
3. Keep an Eye Out
Finally, if an external crisis does become more personal, like the many cities currently experiencing a COVID-19 outbreak, continue to monitor the events closely and keep communication about this open within your organization. Let them know that you are aware of the issue and are taking preventative measures.
Crises are inevitable, which is why it’s wise to prepare for them ahead of time. Although you may not have control of external events, you can influence how they will impact your organization. As the world continues to battle COVID-19, you can prevent it from becoming a crisis for your organization by implementing these best practices.