HOW TO HANDLE A CRISIS

I am often asked, “What’s the best way to handle a crisis on campus?”

I’ve handled numerous crises of all types. When I train higher education leaders the first thing I always tell them is how essential it is to stay calm in the midst of a crisis. You must be able to think clearly so you can make the right decisions.

Having the ability to stay calm and remain focused do not happen by accident.

The number one thing is to be prepared. Planning is key. Whenever I’ve worked with universities and colleges on possible crisis scenarios, we always plan ahead of time. We develop a crisis communications plan that we use as a guide so we can be prepared and act proactively, not reactively. You need to be flexible, but you also need everything spelled out in detail.

The word crisis comes from the ancient Greek word, krisis, which denotes a judgment or a decision. A crisis presents us with a decisive moment -- a turning point when something sudden, unpredictable, disruptive and threatening may occur.

Here are the five steps to take in a crisis:

Step 1. Be Prepared.

Bring together a crisis task force led by the head of communications to create a Crisis Communications Plan. This plan should have all the steps required for every conceivable type of emergency or crisis - who to contact, their contact information, maps, scripts for emergency messages, etc. Every key player on campus should have an updated copy. By being prepared and having assigned tasks before the crisis hits, you can avoid chaotic responses to crises and emergencies. Your response to a crisis is only as good as your planning and preparation.

Step 2. Collect the Facts.

This is the best way to respond. Collect and know all the facts in a crisis situation. It is only with knowledge that you can respond intelligently and with the facts in hand -- you can then decide the best course of action.

Step 3. Tell the Truth.

This step relates to the previous step. The facts will help you know what actually happened and therefore allow you to tell the truth. Remember: the truth always comes out. And, in today’s interconnected and instantaneously wired world, the truth is your only option. Credibility is built on honesty.

Step 4. Be Compassionate.

If people are in danger or have been hurt or worse, sincere expressions of compassion go a long way toward creating a sense of security on your campus. Sincerity and compassion go hand in hand and allow you and your campus to be perceived in positive terms.

Step 5. Act.

Once you have responded to the immediate crisis, you will need to continue to respond. Follow-up is essential. Whether it is new statements as the crisis unfolds, informing key constituencies, or updating the media, follow-up is necessary. You will need to take action and then demonstrate that you have acted. If something happens at an event, let people know what steps you have taken and will be taking to make sure it doesn’t happen again.

For more for information about our Crisis Training Program and our Crisis Planning Toolkit, please call or email: info@pcs-strategies.com or 626-799-1996.

Max Benavidez
President
Public Communications Strategies