PR Plan for Crisis Situations a Must-Have for Corporations
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PR Plan for Crisis Situations a Must- Have for Corporations By Ralph Ferrara
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Transcript of PR Plan for Crisis Situations a Must-Have for Corporations
PR Plan for Crisis Situations a Must-
Have for CorporationsBy Ralph Ferrara
Proskauer lawyer, Ralph Ferrara, moderated a panel on real-world corporate crisis management at the Practising Law Institute’s 2014 Securities Regulation Institute, where he presented his audience with a comprehensive road map, or “cram sheet,” of corporate best practices in the event of a crisis.
While the sheet covers areas from disclosure to accounting considerations, a key category is public relations, which Ferrara has broken down into two sections: before and during the crisis.
Before the Crisis
• One of the most important things corporations can do to conduct effective PR during a crisis is to have a solid plan in place before the crisis hits. • Too often, organizations neglect this task, and
are consequently left scrambling when the unexpected hits.
Before the Crisis
• Ferrara recommends clearly identifying appropriate spokespeople, whether these are internal members or outside professionals, as well as establishing “competency cells” that correspond to specific potential issues. • Training should be provided, including conducting
drills, and holding statements should be drafted in advance of crises.
During the Crisis
• During a crisis, the first step is to implement the PR plan calmly but immediately, without waiting to see if the issue will blow over or resolve itself.
• Facts should be verified as quickly as possible so that the corporation can get on top of the story and control, as much as possible, what is being said.
• Establishing key messages and keeping employees advised is important so that the entire corporation can speak with one voice.
Source: Niuton may / License
During the Crisis
• In interactions with press and public, candor is the best tactic; avoid stonewalling, which suggests there is something to hide, or compartmentalization, which suggests that the corporation is not unified.
• Finally, corporations should be prepared to listen and learn: monitoring public reaction will show how effectively the PR plan is working, and will allow changes and improvements to be made for future situations.
Source: Niuton may / License
