IMPORTANT FACTORS IN BUILDING A CRISIS MANAGEMENT PLAN

By Patrick O'Reilly, Riverside

INTRODUCTION Providing public relations services to clients, Patrick O'Reilly

leads as president of OPR Communications in Riverside, California. Under the leadership of Patrick O'Reilly, the Riverside-based company specializes in crisis management.

When creating a crisis management plan, formulate a strategy that takes into account the communication platform. Ideally, a response to a problem should be delivered over the same platform for which it originated. For example, if an issue surfaced on Facebook due to a user’s comment, make sure to address the problem on Facebook. Use the medium to deliver a well-written message from your company’s chief executive to put people’s minds at ease or correct miscommunication.

CRISIS MANAGEMENT PLAN Delivering a message through video also may help. In these

situations, it is best to also create a plan of action that ensures your chief executive is readily available to prepare the message.

In addition, a crisis management plan outlines the key speakers of your company. This may include your CEO, other executives, and a public relations firm. These individuals or entities have experience necessary to represent your company in a manner that preserves its reputation. They also serve as the point of contact for media appearances. Company speakers should understand all facts behind a crisis to communicate honestly and in the best interest of your company.