Crisis Communication - Business Plan Example

CRISIS COMMUNICATION PLAN Overview Goal and purpose of the plan The goal of this Crisis communication plan is to offer standardized strategy with a well-coordinated crisis team so to respond to as well as to manage the recent tragedy that befell Gasoil Oil Refinery Limited and its environs. I admit on behalf of the company that the events have caused disruption to the normal business operations in the locality and a host of tragic occurrences that are highly regrettable. The purpose of this plan is to offer a unified structure, management and communication resource necessary for addressing the current state of affairs as well as preventing any other possible occurrence in the future. It further focuses on the rapid response strategies, establishment of accountability and minimizing the impacts that the unfortunate event has had in the community and the industry. Parameter for Use and Trigger Points It is important to admit that the each crisis that comes our way is unique in its own context. The development of this plan will serve as the generalized structure with core messages on how to under the current situation and any other future crisis. He document will outline specific resources that will be obtained and be incorporated into this plan as the situation unfolds and information becomes available. At this this point, it is of great essence that the formation of a crisis communication team also entails the predetermined priority of the various circumstances that will create the potential for any negative exposure to the company. Thus the outlined priorities will trigger the use full use of this plan document. This plan will contain checklists, contact information, and other reference materials that may be helpful in handling the current crisis and any other crisis in the future. The development of this plan will designate an authorized leader and individuals for a core crisis communication team. It will then be the responsibility of each member outlined in the plan to be aware of these designated individuals and alert them on matters pertaining the current situation. Crisis Self-Audit The below questions will assist in the recognition of the potential risks and the likely causes of the current crisis. This is offer assistance in the development to of the plan. Yes No 1. Were the events or circumstances that could have led to the current crisis defined prior to the tragedy? 2. Was there a designated person or team authorized to implement and oversee an industry response? 3. Are members of the team/industry trained in all provisions of the response? 4. Is there legal counsel that represents the industry? 5. Has there been a crisis communication plan in place to offer a structure for a coordinated response? 6. Were there some key stakeholder who were included in the plan? 7. Are members of the team assigned with specific duties in the crisis plan? 8. Is there a recovery strategy in the plan? 9. Is the plan and content information periodically reviewed and updated? Crisis communication media training The training of personnel will include the continuum from the employees of the company and from the surrounding organizations to the authorized crisis communication team. The trainings will include the definition of the circumstances that led to the occurrence of the crisis, how they need to handle the media, the awareness of the communication plan and their roles and responsibilities in regard to the crisis. The crisis communication will build on that foundation coupled with more in-depth training for the development of the crisis communication plan, observation of the available protocols and development of media messages. Communication with the key stakeholders The table below outlines the stakeholders being targeted for an adequate approach in the development of the communication plan. The potential communication vehicle and the threshold questions have been outlined. Stakeholder Potential Communication Vehicles Threshold Questions Employees E-mail or newsletter Personal contact How is the company resolving the current situation? What are the employees expected to do regarding the situation? Industry Associations Conference calls Personal meetings Faxed statements E-mail Web site Media Could the association be an ambassador for you? Will the association help solicit testimony from experts on the issue? Oil Regulatory Agencies Conference calls Personal meetings E-mail Web site What actions are they taking regarding the situation? What are the implications of their actions? Consumers Web site Media, including social media How will consumers react? To whom will they direct their questions? What misinformation have they already received? Media Initial response statement News release Web site External Q&A Advertising E-mail Press briefing Will the news media get information on the situation whether you give it to them or not? Will the operation’s reputation be affected unless information is aggressively released through the news media? Is there a broader, national industry group that can more appropriately handle the situation? Can this become an industry issue rather than an individual operation’s issue? News release I wish to express my sincere condolence on behalf of Gasoil Refinery limited to the families who lost their loved ones in the recent fire tragedy that took place in the company. We wish to state the events are highly regrettable and the management of the company accepts full responsibility for the lives that were lost, properties that were destroyed, injuries that were sustained and lives that were shaken due to the unfortunate event. The company is yet to establish the root cause of the fire tragedy and it has hired a team of well qualified professional who will work together with our safety management team to come up with a detailed report of their findings that will soon be made available to the public. I therefore take this opportunity to inform all the affected parties and the stakeholders of the company that adequate steps have been taken to ensure that the negative effects resulting from the fire and the environmental impact are currently being addressed and therefore no cause for alarm. Some of the specific approaches that the company has employed include the use of chemicals such as ultraviolet light to destroy the harmful effects of the smoke by disintegrating the, use of titanium dioxide to eliminate the spread of carbon in the air and the use of wet scrubbers to absorb the suspended gas carbon particles in the air that are deemed to be harmful. The company has further directed its legal team to begin the process of working out on the compensation plans so as to compensate the affected parties and individuals through well-structured process that will bring into play the company’s insurance organs. In regard to that, the company is hereby informing all the affected individuals to report their case the communication team of the organization who are open to be reached by any person through the telephone number that will be issued at the end of this report. They can also visit the standby team at the company’s main office premise. I wish to reassure all who had various plans for the Christmas Eve that everything has been taken care of and they have no basis to cancel their plans. Crisis Communication Team The contact below is of the team leader of the communication team who is to be contacted over any issue regarding the crisis. They are in charge of the crisis communication team that has been created to ensure proper flow of information between the management of the company and the stakeholders. The core roles of the Communication Team 1. Develop a team of trained core individual contacts within the company who can handle the current and future crisis. 2. Identification of the key responsibilities within the team such as assigning each person to specific roles such as authorized decision maker, a spokesperson, communication expert, industry representative, message developer, liaisons to regulatory and emergency officials, customer relations, an attorney and outside communication consultant. 3. Developing a crisis contact sheet that has all the relevant details of the members. 4. Establishing work assignments and performance expectations, monitor performance, and provide feedback. Name: Dr. Fredicks Johanson Title: Chief Crisis Management officer Work phone: +03457978504 Work E-mail: dr.johanson@gmail.com Assigned Responsibility: Crisis communication Team leader References Anthonissen, P. F. (2008). Crisis communication: Practical PR strategies for reputation management and company survival. London: Kogan Page. Coombs, W. T. (2012). Ongoing crisis communication: Planning, managing, and responding. Thousand Oaks, Calif: SAGE. Ray, S. J. (1999). Strategic communication in crisis management: Lessons from the airline industry. Westport, Conn: Quorum Books. Thenell, J. (2004). The librarys crisis communications planner: A PR guide for handling every emergency. Chicago: American Library Association. Read More