mob of reporters


Tylenol Tampering Scare

Exxon Valdez Oil Spill

Firestone Tire Fiasco

A Whole New Ballgame

Crisis Plan Checklist

Putting it into Action


implementing crisis planHaving a complete crisis response plan is the first step to effectively dealing with a crisis, but implementing that plan is just as important. In a crisis, companies find themselves under the watchful glare of the public, and every decision they make gets examined under a microscope. The first hours following a crisis are crucial, for it is in that time that the public will form its own opinions. Despite all future actions, these opinions are nearly impossible to change. Therefore, "operational response is essential. It is the one that saves lives, property and other assets. The ability to communication is no less important. It's the one that saves the business."35 The public will base their opinions on both of these elements. So, when presented with a crisis, companies should:
  • Communicate early and often.
  • Show compassion, and be sure the company is doing everything possible to improve the situation.
  • Be honest and open.
  • Be consistent in the message.
  • Monitor public opinion using new technology (chat rooms, message boards, discussion groups, surveys).
  • Follow up with public opinion surveys and employee questionnaires to learn from mistakes.
Many crises cannot be avoided, but effectively responding to the situation may limit the negative impact the company suffers.

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This page was designed by Jennifer Hogue
Last updated on 4/19/01
MMC 3260/Communications on the Internet