Assemble a team. A key to a successful crisis plan is forming a crisis management team to deal with the incident, say experts. The team can also be helpful in responding to the media. An ideal team should include the heads of the security and communications departments, as well as representatives from other important corporate divisions, such as the legal, human resources, and operations departments, says Tom Barritt, a senior vice president in the crisis management section at Ketchum Public Relations in New York City. The team approach gives everyone a chance to work together before trouble strikes.
Cooperation is vital for weathering a crisis and dealing well with the media.
For example, company spokespersons will be hit with technical questions that only an expert can answer, says public relations consultant James Lukazewski, president of the Lukazewski Group, in White Plains, New York. The designated media contact needs people from other departments who can explain specifics so that they, in turn, can communicate what transpired to the public and the press. Security departments can play a vital role in this communication pipeline. Create a plan. The team's efforts will only be effective if its actions are guided by a well-conceived crisis plan that includes procedures for dealing with the media.