There are a number of vital operational details that need to be established as part of the process.
The first of these relates to authorised spokespeople and senior executives who have to be contacted to be available to participate in the process if a crisis occurs.
Spokespeople need to be identified who are calm, confident, measured and authoritative. Who have the gravitas to be seen as credible representatives of the business, who have a level of knowledge that will engage the media, the public and their own industry, but who are also able to communicate with assurance under great pressure.
We will work with you to identify authorised spokespeople but the fact is that no person can be expected to perform at the level required under the pressure of this type of situation without undergoing rigorous media training and regular simulation exercises.
We will organise and execute the training required as well as simulations. It isn’t enough to train people once and then forget about it. Authorised spokespeople need to have regular brush-up sessions so that they maintain their level of confidence and competence, and we recommend that these take place at least twice a year.
No person should ever be allowed to communicate directly with the media on behalf of the company at a time of crisis who has not been properly trained to do so. This includes releasing written statements as well as making themselves available for interview in person.