It is important to have a developed plan in place before a crisis appears. When in the middle of a crisis event it is easy to be overwhelmed with stress, which may cause tunnel-vision for some and emotional, not strategic thinking. Having a plan in place in advance will allow your team to focus on strategy and rapid execution of crisis management procedures.

These 10 principles will remain consistent through any crisis and will act as your road map as you handle the situation:

1. Be available and act swiftly.
2. Be honest and proactive with all key audiences.
3. Make sure your staff hear any news from you directly (before the media).
4. Be responsive when working with the media.
5. Be of the mindset that “perception is reality.” It does not matter who is right or wrong.
6. Disclose all bad news upfront.
7. Put a quick end to the crisis and eliminate controversy. (This may take the form of a press conference, public apology, etc.)
8. Have empathy for those affected by the crisis.
9. Emphasize what you’re doing to correct the situation, as well as what preventative measures will be used in the future.
10. Never have or say, “no comment.” If you need to refrain from commenting, use language such as: “We are still investigating at this time and have not reached a conclusion.”

We know that many of our clients and friends are dealing with or anticipating potential crises. We've also developed a Thread Marketing Group Orange Paper on the ABC's of Crisis Communications with additional information for handling a crisis. This helpful document is available for download via the link below.