Know The 5 Keys To Crisis Management on Your Farm
September 28, 2012 I am a huge proponent of having a crisis management/communication plan in place. It’s a must, regardless of the size or nature of your business. But no matter how much planning you do for a crisis or emergency, something unanticipated always seems to crop up.
I was reminded of that at a recent program put on by the Orlando Regional Chapter of the Public Relations Society of America. The two speakers had each handled serious, high-profile crises for their companies and shared their lessons learned with the PR professionals in attendance.
Sara Howley, chief communications and marketing officer at Broward Health in South Florida, was faced with a crisis that every executive dreads — one that came from within. In 2009, the hospital discovered from an anonymous tip that a nurse had been re-using disposable IV equipment on chemical stress-test patients for years.
Miranda Lewis, then-spokeswoman for St. John’s Regional Medical Center in Joplin, MO, was thrust into the national media spotlight in 2011 when the hospital took a direct hit from the single deadliest tornado to occur since weather recordkeeping began.
The women’s presentations were riveting, and there was much more information shared than I can recount here. But there were some key takeaways that apply to any company, whether you’re treating patients or producing a crop. It’s a good time to review your crisis communication plan to ensure these components are included.
1. Acknowledge Information Gaps
When events unfold rapidly, it takes time to gather accurate information. In a crisis, the more facts you can provide, the better. Misinformation, rumors, and assumptions thrive in a vacuum. When the half-mile-wide tornado cut its six-mile swath through Joplin, St. John’s Regional Medical Center was destroyed. The first order of business was to evacuate patients to other facilities. There was little to no flow of information at that point; yet Lewis still faced dozens of reporters who made their way to the scene. She told the media what she knew, which at that point wasn’t much. But for the news crews, it was enough until more facts became available.
2. A Picture Says A Lot
Develop a drawing, graphic, or diagram to help you illustrate your point about a process that may be complicated. In today’s media world, visuals are a must. In Howley’s case, a simple diagram explaining what happens during a cardiac stress test was key to educating reporters about what had — and had not — occurred at her hospital.
3. Keep Calm
All crises are human. Lewis faced the unthinkable — death and destruction in her workplace and across her hometown. Not only was there no power, there was no office, no computers — not even a pen or paper. Cell phone coverage was spotty at best. Yet she and her team worked around the clock to handle the media deluge. In the face of tragedy, she kept her gameface on and made sure to emphasize the heroics of her colleagues and community in rescuing and caring for the tornado victims.
4. Don’t Forget Your Employees
In the Broward Health case, the crisis communication team made sure to brief hospital employees as much as possible. That’s important. Your employees are your ambassadors. Communicating internally keeps information flowing and helps to minimize rumors, which should be addressed immediately. Plus, your team deserves to have the facts so they can keep a situation in perspective. In addition, make sure your workforce knows company policy regarding talking with the media.
5. Keep Records
Especially in the case of a natural disaster, be sure to document what’s going on. Not only do you want to have a story in visuals; they may be needed later on for other purposes. Lewis was so busy trying to get information, responding to questions from her bosses, and giving media interviews, that she forgot to stop and take photos. It’s easy to do these days with smartphones. But in the heat of the moment, sometimes it’s the last thing you think of.