Crisis Communications Planning
OVERVIEW Every organization should be prepared for a crisis. Having a plan to utilize when something rises to the level of a crisis offers a blueprint for action that is essential to: • Ensure clear, accurate and timely dissemination of information to audiences. • Promote safety by informing audiences about any existing hazards and what they should or should not do.
with external stakeholders, as well as to the media, and provides step-by-step guidelines for how to address a variety of crisis scenarios through timely, coordinated communications.
The following are essential elements of a crisis communications plan.
PURPOSE Events that may elicit a crisis communications response can vary widely from destination to destination and organization to organization. In general, a crisis can be defined as a sudden, unforeseen and often disruptive event or series of events that has the potential to negatively impact an organization, brand or destination . In a tourism context, a crisis could involve a serious issue within an organization or an external incident that jeopardizes health and safety and/or could potentially impact the flow of visitors to a destination. A crisis has the potential to impact the safety and well-being of both visitors and residents, as well as cause long-term harm to the reputation of an organization and/or destination. As a first step, it is essential for an organization to identify who is responsible for determining when an issue or incident rises to the level of a “crisis,” the responsibilities of individual key team members in responding, and the role of others (e.g. law enforcement, public agencies, etc.). This will help ensure a smooth, coordinated and effective response.
• Build trust by promoting transparency and honesty with stakeholders and audiences. • Enable decision makers to make more rapid and informed decisions.
• Minimize rumors and disinformation.
• Reduce uncertainty and panic through transparent communication to provide facts, offer reassurance and minimize fear. • Safeguard brand reputation and enhance a destination’s image – and an organization’s reputation as transparent, responsible and well-managed. A crisis communication plan is essential to ensuring an organization is prepared and able to respond quickly in an organized and effective way. In the event of a crisis, a written plan serves as a guide for conducting communications both within the organization and
Destinations International CRISIS COMMUNICATIONS HANDBOOK
4
Powered by FlippingBook