“Nothing travels faster than the speed of light, with the possible exception of bad news….”

– Douglas Adams, author

 

When two Domino’s Pizza employees uploaded a video of themselves exhibiting unhygienic behavior in the kitchen, Domino’s corporate headquarters responded within 48 hours and announced that the employees had been fired and that the company was reviewing its hiring practices.

 

With that video racking up thousands of views online, some PR experts believe Domino’s should have responded even sooner.

 

In the age of YouTube, Twitter, Facebook and other social media outlets, it is more important than ever to have a crisis communications plan in place. Traditional news cycles are no longer applicable in the 24x7 digital age.

 

Even if your organization never has to implement it, having a crisis communications plan in place saves valuable decision-making time and spells out who responds and how. While each plan should be customized to each individual organization, here are some essential considerations:

 

One voice – The plan should designate one primary spokesperson (preferably a media-trained executive comfortable with relaying some potentially bad news). This should eliminate any confusion caused by having multiple spokespersons.

 

Responsiveness – The official response should acknowledge the crisis and spell out what specific steps the company is taking to address it.

 

Internal communications – The plan should also include the means by which internal audiences (employees, board members, stockholders, etc.) will be contacted. They should be provided with a copy of the official response, and advised not to contact the media on their own.

 

Honesty – Being honest with all parties is critical. Answers should be direct and accurate.

 

Most people think their organization will never have to weather a crisis, but the unprepared are often most at risk. Within minutes, a brand that has built up a positive reputation over years can be damaged. Strategic planning can reduce the waves of potential bad publicity to a ripple.

 

S&A Cherokee uses a wide variety of communications specialties to ensure our clients are fully prepared to meet the demands of an ever-changing marketplace. Communications needs differ from one organization to another. S&A Cherokee assists with taking control of the communications process and develops strategies that are uniquely customized for each client.

 

To discover how S&A Cherokee can help you with your crisis communications planning needs, contact us for a free consultation at (919) 674-6020.