A playbook is mandatory.
There’s no escaping it: crisis will come.
The best thing companies can do is have a plan in place for when it does. Otherwise, there’s a good chance the company’s response to the crisis will only create more chaos.
In June 2023, crisis came for Brunswick Corporation, a recreational marine company, in the form of a cyberattack.
In a case study hosted on Ragan Training, Brunswick Chief Communications and Government Affairs Officer Lee Gordon shares three tips for how companies should prepare for a crisis — something he and his team know from experience.
“Creating a crisis playbook is not just a really good idea, it’s instrumental,” Gordon stressed in his training session.
- Outline different scenarios: Gordon advises communicators to map out various situations. What’s the crisis? Who needs to know about it? What are the first steps toward regaining control? With some imagined scenarios out in the open, communicators can begin drafting official responses to them. Even if the template is rough and requires amendments, as it likely will given the details of the specific crisis, companies are in a far better position than starting from scratch when disaster strikes.
- Prepare to show restraint: In a crisis, rumors and gossip move fast. Everyone, both internally and externally, will have something to say. While companies need to stay on top of the narrative, they must strike a balance between communicating at the right time and overcommunicating. “You can’t just say everything you want to say all at once,” said Gordon. It’s also better to remain silent than to guess or assume you know something if you don’t. Introducing misinformation will only make matters worse.
- Select one person to speak to the media: Before reporters begin asking for comments, assign one person to take the lead. This will help keep the story straight when new developments may be popping up each hour. “You cannot have 17 different people internally being spokespeople,” said Gordon. “You’ve got to make sure that message stays clear and crisp.” And remember: crisis won’t come when everyone is ready for it. The ideal spokesperson may be on vacation. The next in line might be at home sick. Have a contingency plan ready to go at all times.
Watch the full session, titled “Strengthening the Crisis Management House of Cards,” on Ragan Training.
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