Masonry Magazine June 1993 Page. 16
Do You Have A Crisis Communication Plan?
Will you be prepared to deal with the media after an accident? A crisis communication plan can prepare a contractor for the worst.
By ANN GORDY
Senior Counselor, Publicom
A SERIOUS accident occurs today on your construction site, will you be ready to handle the flood of media attention that follows major property damage, loss or death?
Probably not, unless you've taken some time before the crisis to plan for organized communication during and after the incident. Yet, how you handle your company's communication after a major jobsite accident, injury or death can determine whether or not your company will recover its profitability and reputation. If you don't tell the media your side of the story quickly, someone else will tell it for you and they probably won't tell it correctly or with your best interests in mind.
There are some simple steps you can and should take now, when you have the time and ability to think clearly, that will help you better manage a crisis.
Outline a crisis management plan
A quick response is a key element of successful crisis communication. A crisis plan is essentially a "to-do" list that you can implement immediately when you learn of an accident. It can dramatically cut your response time and eliminate the chance that necessary duties will fall through the cracks during the confusion.
This to-do list should include:
* An outline of duties and who in your company will be responsible for each: who will take accident reports from workers at the site, who will notify relatives of any victims, who will be the spokesperson, who will man the telephones, who will write statements for the media, who will type the statements, etc.;
* A list of people and agencies to notify and their telephone numbers. This should include your attorney:
* Background information on the company for the media: a typewritten paragraph or two including when the company was established, its specialties, key personnel;
* Tips on media interviews and handling a crisis from magazine articles, newspapers or trade associations; and
* A contact for more information: name, title and telephone number.
Be sure that everyone knows where the crisis plan is stored, and keep several copies of it around; at least one outside the office.
Designate a spokesman
Choose one person to handle all communication with the media. It should be one of the company's leaders, someone in a position of authority with considerable knowledge of the situation, the company and the industry. In a small company, the president or owner is often the logical choice. In large companies where the owner may be too busy resolving the crisis, another top official can handle the role.
Your spokesperson should receive some kind of training in dealing with the media at a minimum, reading up on the subject, but preferably receiving some professional coaching. Most public relations firms offer half or full day media training sessions including videotapes of mock interviews. Prices vary widely, so check around to find one that fits your budget. The benefit of a prepared spokesperson is well worth the investment.
Educate all employees
Review your crisis plan with every member of your staff. They should know to call a specific person at your company as soon as an accident occurs. Instruct them all, especially those who will be on the jobsite, never to talk to reporters. There is no such thing as "off the record" in a crisis. Each employee should know your company's designated spokesperson and telephone number, and should always refer any request for comments to that person.
Review your plan regularly
Go over your "to-do" list every three or four months so that it's ready to use when you need it. Make sure the names and telephone numbers are current and that crisis responsibilities are reassigned when key personnel leave your company. Hold practice runs at least once a year, so you can work out any obvious glitches while things are calm.
If you've completed these steps ahead of time, you'll be ready to act if a crisis hits.
Your telephone just rang with the news that every contractor dreads: a serious accident on your jobsite caused major property damage, injuries or a death. You've made the necessary preparations and you're ready to put your crisis plan into action. As you do, remember the following tips:
Interview everyone at the job site
Get each individual who witnessed the incident to give you a full description of the events. Get written reports from each witness as well. Remind employees not to talk to reporters. If possible, get a video camera to the site and record utility markings, etc.
Say only what you know with certainty
As you begin piecing together what occurred, identify the facts you can confirm and those that need further investigation. You will tell the media and employees only what you know with certainty. During the initial stages of a crisis, it's acceptable to tell a reporter that you don't know yet, but that you're investigating and will get the information to him later.
Prepare a written statement
As soon as possible, prepare a typewritten statement for the media with the following information:
* The event that occurred (gas explosion, cave in, collision)
* The location, time and date of the accident
* The type of project (replacing a brick wall, erecting scaffolding)
* The number of people injured or killed, and where they were taken for medical care
* Names, ages and hometowns of the victims after family members have been notified