Let’s be honest: Everything related to a traditional crisis is more likely to cause heartburn than joy.
When most people think of a traditional crisis plan, they envision something “comprehensive” that will prepare them for every conceivable situation. They think of an exhaustive process of research and planning and bulky binders filled with color-coded tabs.
The reality is far simpler. You cannot prepare for every situation. Trying to do so is a fool’s errand. The best plan provides a view from 30,000 feet. It defines the broad strokes of what to say and do (or not), determines who’s in charge of what specifies who speaks for the organization and why it’s important not to talk out of school.
The main barrier to green-lighting a crisis plan is inertia for two reasons. It seems arduous, which causes procrastination. And you have so many other priorities competing for your attention and resources.
It’s time to change things up and declutter traditional crisis plans!
Let’s see how the six basic rules of Marie’s KonMari Method™ can be applied to planning for a crisis.
“Commit yourself to tidying up.”
Commit yourself to being prepared. Don’t put it off until there’s “a good time” because there never will be. Not being prepared isn’t an option. It also gives you clarity on your business’s health.
“Imagine your ideal lifestyle.”
Imagine how you wish you could handle an undesirable spotlight. Would you rather scramble around bumping into each other trying to figure out what’s going on? Or have a system in place where everyone knows what their responsibilities are? It’s no help to wish something bad hadn’t happened. Being prepared will soften the impact and may even stop a small issue from becoming a crisis in the first place.
“Finish discarding first.”
If you have outdated documents or systems, toss ’em. Start from scratch. If you don’t, you’re trying to hammer a square peg into a round hole. You’ll just end up exhausted and the outcome will be something that doesn’t really work.
“Tidy by category, not by location.”
When thinking of different scenarios that could go wrong. It is tempting to create a long list and tackle them one by one. This is daunting, not to mention off-putting. Try this instead: Put all the potential problems into 3-5 categories. Then create protocols and language for the categories (not the individual issues). Instead of a bulky 100-page “comprehensive” plan that collects dust, you’ll have a 5-page overview that establishes general rules and will actually get read.
“Follow the right order.”
With the demands of a 24/7 news cycle and social media, it’s easy to fall prey to their sense of immediacy. Fight the urge. Instead, ensure that you have a solid strategy built on facts and that the message and the tone are just right. If you rush out armed with misinformation or a tone-deaf message, your credibility will tumble like a house of cards.
“Ask yourself if it sparks joy.”
Your streamlined crisis plan will give you true peace of mind. You’re ready to respond and agile enough to pivot. (And yes. Your heart may even be singing with joy!)
You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Check out A Board Member’s Guide to Crisis PR and A Lawyer’s Guide to Crisis PR (Second Edition) on Amazon.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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