Crisis events are unpredictable, but having a thoughtful, flexible plan in place helps mitigate damage to the organization’s reputation. To respond well to a crisis, an organization needs an established crisis communication plan and a level of knowledge and training to react quickly and purposefully.
Anglin Public Relations identifies and develops response messages that would include, at a minimum:
Affirmation of crisis basic truths (what truly happened, as already seen or heard).
Acknowledgement of any tragedy with a statement that affirms emotion and sentiment without implying fault.
Statement of organization’s mission and values.
Other statements as needed, with agreement from legal and incident response team: organization’s role/response to the situation, status of people or property who were threatened or harmed, next steps for business continuity, next steps in response/rescue/recovery.