How to handle a crisis

When you find your company is in a tricky situation, it is critical to tell it all, tell it fast, and to tell the truth. Having a contingency plan in place can help save your reputation, image, and credibility. Here are a few tips to better your chances for survival:

• Have a team in place. Identify a point person to train to speak with the media, and have a crisis management team of company leaders assembled and ready to make quick collaborative decisions. Define everyone's roles and responsibilities upfront.
• React quickly and publicly - but intelligently. Develop key messages and get facts and information out as quickly and frequently as you can. Be honest and clear about the action you're taking.
• Show you care. Though situations differ, it is always best to deliver the tough news to clients and employees via a personal phone call or in person.
• No 'No Comment'. Answer all inquiries from the press to the best of your ability. Return phone calls promptly and actively seek opportunities to tell your side of the story.
• Do a post-mortem. When the crisis has subsided, create a post-crisis report that includes a situation analysis, summary of media coverage, lessons learned, and suggested improvements to the company's contingency plan.

What is a crisis?

It's any situation that threatens the integrity or reputation of your company, usually brought on by adverse or negative media attention or public perception.