The StoneHenge blog

A recent article in the Tulsa World about the BP Gulf oil crisis highlights the benefit of being prepared to handle the media in a crisis situation and the potential impact to your company if you are not. Crisis Communication is one of ten Disaster Recovery Institute International (DRII) business continuity professional practices that we include in our BCP methodology.

In this area, we help our clients prepare by creating a crisis communication plan:

1. Setting Business Goals
   • Verify your people are safe
   • Let the world know your business is up and running
   • Be open with the public by being available to the news media.
   • Communicate with Customers, Suppliers, Partners and Stakeholders
2. Determine communication infrastructure requirements
   • "Manually dialed telephone call trees are no longer acceptable for emergency notification. Effective
     incident management requires automation to ensure business continuity." Source: Gartner Group 2005
3. Consider scenarios that could happen in advance
4. Create scripted media news releases for each scenario
   • Scripted messages consist of three short sentences that convey three key messages in 30 words or less. The best chance of getting an audience's attention occurs within the first 9 seconds of a visual or audio broadcast or during the first 30 words of written material.
   • Eliminate the potential for dissemination of incorrect information
   • Reduce rumors
   • Meet elevated information demands
   • Ensure the right message reaches the public
   • Reassure those affected of an organization's ability to handle a disaster
5. Designate who will be responsible for meeting with the media
6. Be prepared for questions
7. Ensure everyone knows the communication plan and their assigned roles and tasks
8. PRACTICE

It's true you can't plan for every possible outcome, but consider what this famous American once said about the act of planning:

Dwight Eisenhower once said, "In preparing for battle, I have always found that plans are useless, but planning is indispensable."

Without a doubt BP would have saved themselves billions of dollars if they had created, practiced and executed an effective crisis communication plan.