Learning how to effectively manage a crisis is one of the most important, and most challenging, aspects of leading any large organization. Here is a brief look at three essential concepts that leadership teams should consider in their crisis management strategies.
1. Identify your crisis team. Key executives, under the leadership of the CEO, should be central figures in forming a crisis response team. Your legal and public relations teams should each have a seat at the table. However, if you find that your PR or legal teams are undermanned in light of the crisis scale you’re facing, don’t hesitate to bring in outside help. This is precisely the time you want the best people in place.
2. Anticipate. The best way to deal with a crisis is to be ready for one when it happens. Regularly brainstorm with your crisis management team about potential worst-case scenarios. You may be creating these scenarios yourself, particularly in the case of layoffs or major shifts in operations. Having a sense of your team’s responses beforehand makes the crisis itself more manageable.
3. Aggressively pursue honesty. We live in a world of spin doctors and information brokers who tell half-truths in an effort to make their clients look good. When a crisis hits your organization, it will be tempting to adopt a similar approach, but you should resist this at all costs. Consult legal counsel about what you can and cannot say, but whatever you are allowed to talk about, talk about it openly. The only thing worse than a crisis is losing credibility in the wake of one.