With today’s endless news cycle, it’s more important than ever to respond to crises promptly and directly. That’s one reason why having a crisis communications plan in your back pocket is so important. It’s good to have facets of your plan memorized however, just in case you get caught off-guard by a particularly persistent reporter.
Although it’s best to always answer as honestly and directly as you can, keeping these five questions in mind may help you have more confidence in reassuring the public.
1- What happened?
Mack advice: Only tell what you know, and avoid speculation.
2- Why did [problem] happen?
Mack advice: Be willing to admit fault, but avoid pinning blame on anyone/department in particular. Making guesses can hurt the reputation of parties in the short run that weren’t involved at all.
3- Can this problem happen again? How do you know?
Mack advice: Be honest. Reassure the public that you’re doing everything to solve the current issue.
4- What are you doing to solve the problem?
Mack advice: Again, honesty is key. People want to see companies take action after a crisis, so give tangible examples of what your employees are doing to solve the problem.
5- Who else can we talk to and where can we receive updates?
Mack advice: It’s important to have a website available for crisis situations that can provide updates to the public. Be sure you can direct people there if asked.