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Checkmate Update
August 1, 2002
The online newsletter
dedicated to "Defending Good Science."
It’s 11pm…
…Do You Know Where
Your Crisis Team Is???
This is the first
in a series of articles dedicated to exploring the basic principles
of effective crisis communications. We are all crisis managers
at some point in our lives – whether we succeed depends
on how well we are prepared.
Identifying Your
Crisis Communications Team
True story -- In spring 2001, I was called
to work on communication issues in the aftermath of a large
chemical fire. The fire broke out over the weekend. The company
(which will remain confidential) attempted, repeatedly, to
send a manager to assume control of the scene. When they called
him at home, they got a busy signal -- for over three hours.
His family was on the Internet, tying up a phone line, and
the firm had never arranged an alternate contact method. As
a result, live media reports indicated that no one from the
firm was on scene. It appeared to the public as if the firm
was trying to hide. As a result, the company paid a huge price
in lost credibility and community goodwill.
How many firms have formally identified
the senior executives who will serve as the crisis response
team? Unfortunately, the short answer is -- not enough.
In a perfect world, the company President
or CEO, along with public relations and legal counsel, will
lead the team. If, like many firms, your in-house PR executive
does not have sufficient crisis communications expertise,
you should consider retaining an agency or independent consultant
with that specialty. Other team members should include the
heads of major company divisions, such as finance, personnel
and operations.
A word of advice - be careful with legal
counsel. While it is easy enough to write-off this advice
as it comes from a PR professional, remember -- during a crisis,
a natural conflict arises between the recommendations of the
company's legal counsel, and those of the PR advisors. While
it may be legally prudent not to say anything, this
kind of reaction can land the company in PR "hot water." This
approach can get you into deeper trouble than the first place
– you don’t want to entrench an opinion that you
just ‘don’t care.’ I recommend a simple approach
to the legal vagaries involved in a crisis – no one can
sue you for telling the truth.
Unless a team is identified in advance,
and prepared to do battle, a company can and will be caught
‘blind’ the next time a crisis hits. Whether it’s
a damaging news report, a report from a House of Commons Committee
or an Activist demonstration, the last thing you want is to
have an internal resource say "What? Was I supposed to
deal with that???"
Don’t just ‘have an idea’
of who the team will be... and even worse is to assume every
employee will know what is required of them. Variables can
spring up unexpectedly, and unless the team is prepared in
advance, consequences will be paid. Has the team had Risk
Communications Training? Are they comfortable dealing with
the media? Are they aware of the latest marketplace and consumer
trends? Are they reachable – 24/7 -- in the event of
a crisis? Unfortunately, crises don’t always occur between
9 and 5, Monday to Friday.
Remember – when you’re in a crisis,
you’ll be forced to respond. You can do one of two things
– A) quickly gather your resources, forge a plan and
make an informed decision, or B) make a decision in the heat
of the moment, based on erroneous or missing information,
just because the right people are missing or unavailable.
What situation would you rather be in?
Checkmate Link of the Month
In my opinion, Sacramento Bee journalist
Tom Knudson deserves a third Pulitzer Prize for a series he
did entitled "Environment Inc." While the series
of articles detailing the fundraising practices of environmental
advocacy organizations is now over a year old, it is excellent,
highly entertaining reading. Environment
Inc.
About Checkmate Public Affairs
Bad
things can happen to good companies.
When it happens, the smart companies call Checkmate Public
Affairs.
Checkmate Public Affairs specializes in
‘Defending Good Science.’ We stop activists.
We manage issues. And we deliver results.
Checkmate is Canada’s premier issues
management firm dedicated to assisting corporations with science-based
crisis communications and corporate defense. We are a small
firm with a niche practice – which means we aren’t
loaded with the overhead and complicated structures of many
big agencies.
Free Consultation
Do you have any questions? Are you feeling
uncomfortable about a situation? Are you on the wrong end
of an attack? Why not call us? Checkmate is happy to offer
a free 100% confidential initial consultation. Let us take
you through some basic issues management. If you don’t
think we can provide value added service, there’s no
risk to you. If your challenge is in an area of our expertise,
I’m convinced we can provide an effective solution at
a competitive price. Contact information is at the bottom
of this newsletter.
The Checkmate Update is a service
provided by Checkmate
Public Affairs. Please
feel free to share this newsletter with anyone who would find
it useful, but have them sign up too! Our sign-up page is
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(If you want to stop receiving
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Please tell us what you think of this newsletter.
Any suggestions, comments or advice are always welcome.
Jeff Chatterton, President
Checkmate Public Affairs
Phone (519) 342-0025
Tollfree (877) 284-7952
Fax (519) 342-1221
http://www.checkmatepublicaffairs.com
"Defending Good
Science "
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