Navigating a Crisis
As a leader, you will face multiple crises. While you will easily weather many bad situations, there may be some that will seriously threaten your company and your reputation. How you respond to crises, especially crises of trust, will determine your fate. You must use appropriate communication tools to emerge victorious. In your course materials, Jack identifies five principles for managing a crisis:
Assume the worst
There are no secrets
Your crisis management will not be portrayed favorably
Your organization will undergo changes
Your organization will come out of the crisis stronger
Additionally, Warren Buffett emphasizes four critical steps in managing a PR crisis:
Get it right
Get it fast
Get it out
You will write your memo from the perspective of a leader within that company. The memo will be addressed to your team members and will communicate information about the crisis and your response. Your assignment will be composed of two parts: (1) an outline of your key points and communication strategy and (2) the actual memo.
Instructions
Part 1: Memo Outline
Create an outline of your memo in which you summarize four communication objectives and your strategy to achieve each of those objectives. Think of this as your “game plan.†This outline should be no more than one page in length. You may use bullets and sentence fragments if you like. The outline's purpose is to help you organize your messaging and create a roadmap for the final version of the memo. Your outline should address the following:
1. The Nature of the Crisis
What are the 2-3 most critical points that must be presented in the memo to accurately summarize the nature of the crisis without going into non-essential details?
Why are you focusing on these points?
2. The Factors That Led to the Crisis
What key circumstances – decisions, mistakes, timelines, personnel, and/or departments caused the crisis?
Why are you focusing on these?
3. The Impact on Stakeholders (both Internal and External)
What are the most important adverse outcomes you want to highlight in your memo?
Why are you focusing on these?
Are there any outcomes you do NOT want to include in the memo? Why?
4. The Plan to Resolve the Crisis
What are the critical next steps to get through the crisis?
Who will own these steps, and what are the timelines?
What do you need from your team?
Why are you focusing on these actions?
Sample Solution
Memo Outline
To: Team Members From: [Your Name], [Your Title] Date: 2023-11-07 Subject: Crisis Management
Communication Objectives
- Accurately and transparently communicate the nature of the crisis.
- Explain the factors that led to the crisis and the steps we are taking to address them.
- Acknowledge the impact of the crisis on our stakeholders and express our commitment to making things right.
- Outline our plan to resolve the crisis and rebuild trust
Full Answer Section
Strategy
- Use clear and concise language. Avoid jargon and technical terms that your audience may not understand.
- Be honest and upfront about the crisis. Don't try to sugarcoat things or minimize the impact.
- Be empathetic and understanding. Acknowledge the concerns and fears of your stakeholders.
- Be proactive and transparent. Communicate regularly with your stakeholders and keep them updated on your progress.
Key Points
Nature of the Crisis
- Briefly describe the nature of the crisis, including the key events that led to it and the current situation.
- Focus on the most important and relevant information.
- Avoid sensationalism or speculation.
Factors That Led to the Crisis
- Identify the key factors that led to the crisis, such as decisions, mistakes, timelines, personnel, and/or departments.
- Be honest and transparent about the organization's role in the crisis.
- Avoid blaming individuals or groups.
- Focus on the steps you are taking to address the root causes of the crisis.
Impact on Stakeholders
- Acknowledge the impact of the crisis on your stakeholders, both internal and external.
- Be specific about the adverse outcomes, such as financial losses, reputational damage, or impacts on customers or employees.
- Express your sincere regret and commitment to making things right.
Plan to Resolve the Crisis
- Outline your plan to resolve the crisis and rebuild trust.
- Be specific about the actions you are taking, the timelines you are setting, and the resources you are allocating.
- Show how your plan will address the root causes of the crisis and prevent similar incidents from happening in the future.
Conclusion
- Reiterate your commitment to transparency, accountability, and making things right.
- Express your confidence in the organization's ability to overcome the crisis and emerge stronger.
Additional Notes
- You may want to tailor your message to different stakeholders. For example, you may want to provide more technical details to your employees and shareholders.
- You may also want to consider using different communication channels to reach your stakeholders. For example, you may want to use a combination of internal communications, social media, and press releases.
- Be sure to monitor your stakeholders' feedback and adjust your communication accordingly.