Crisis Communications Planning
RESPONSE In anticipation of potential disruption to normal business activities, it is important that the crisis communications plan consider contingencies for a crisis command center location. In selecting a location, it is important to keep the following in mind:
Consider which means of communication are needed to ensure these audiences are reached, including multiple languages when appropriate.
Designated spokespersons should be identified in advance. Anyone serving in this capacity should be a senior level executive or communications lead and fully trained and briefed prior to any incident. Periodic training and rehearsal are strongly recommended. No individual should speak on behalf of a destination without the approval of the CRT. MEDIA BRIEFING LOCATIONS If media briefings are needed, they should take place in a secure area away from any incident. If there is a physical incident, access by the media to the site should only take place after the situation has been resolved and the area has been deemed safe. Potential locations for media briefings should be identified in advance when possible. It is also possible to consider virtual briefings.
• A safe and secure location
• A location with reliable land lines as well as internet access • A location that provides easy access for those who will staff the center The plan also should take into account the various stakeholders and audiences that will need to be kept informed. Depending on the crisis, key audiences may include:
• Destination executives
• Employees
SAMPLE STATEMENTS AND COMMUNICATIONS
• Board of Directors
Templates of holding statements for each type of crisis identified in the plan should be included in the plan and cover a variety of communications platforms, including email, social media posts and website content. When dealing with the media, the following guidelines are recommended: • Make a spokesperson available to communicate frequently with the media. • Double-check all information before making it public. • Coordinate statements and information with spokespersons from other organizations such as police, fire, emergency response organizations, hotels, etc.
• Key community stakeholders
• Law enforcement personnel
• Media – traditional & social
• Travel industry or business stakeholders
• Customers (e.g., meeting clients, travel industry sales clients, general leisure travelers, etc.)
• Public officials
A staff member should be designated in advance as the primary contact for each key audience, as should the means of communication to be used to reach each audience. For example, is there a staff text system or a way to alert staff outside of the office? Can visitors be alerted through website updates or email communications? Should information be provided to local media or hotels to reach visitors?
• Immediately correct false or misleading information.
Destinations International CRISIS COMMUNICATIONS HANDBOOK
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