Disaster Recovery Journal

Crisis Communications. Hmm, a pretty heavy term. This phrase makes me think of managing messaging, open communication lines, and being ready for the unexpected. What is interesting is that there are two types of crisis communications:

• the kind used by public relations agencies to protect the image of a famous/well-known person or organization.
• the kind of communications used when a disaster or threat becomes a reality.

At first glance it would appear that these two types of crisis communications are quite far apart. But actually, the techniques and methods used to protect and manage a public image are very similar to those practices used by a company that is experiencing a flood or service outage.

Public Relations and Crisis Communications

This goal of such communications is to manage and massage the information that is publicized about a well-known/famous person or organization. Typically a public relations agency is used to contact media, update websites and handle the social media communications. Specific and direct messaging is used to refute, discount or simply attempt to cover-up any rumors, errors, etc.

Disaster Recovery/Business Continuity and Crisis Communications

This type of communication methodology is all about getting the most accurate, correct and relevant information out to those who need it. There might be specific messages sent to different groups of people. One of the underlying goals of this communication process is to provide a feeling/sense of calm and control while at the same time ensuring that information is secure and on-point.

After reviewing these two brief summaries of crisis communications, it is interesting to see that they are the same but different. So what does this all mean to you? Well, why you likely have a clear understanding of the fundamentals of disaster recovery/business continuity crisis communications - what is interesting is what you can learn from those charged with handling crisis communications for the rich and famous.

So lets take a look at the fundamentals of an effective disaster recovery/business continuity crisis communication strategy and in this list we’ve highlighted lessons/cues to take from the public relations team:

• Have company personnel ready to talk with media Think of how a public relations professional handles this - with a well-planned and thought-out strategy. The same is required for disaster recovery - make sure your designated company spokesperson knows the facts and what he or she is going to say.
• Keep the communication process streamlined and straightforward Just as public relations staff will hold a press conference that is scheduled for a set amount of time - the same goes for your crisis communication strategy. Ensure that key personnel are not being constantly pulled away from business continuity responsibilities to answer and respond to multiple phone calls and emails. Your crisis communications strategy needs to have an outline on how and when communication will be handled.
• Keep information secure and protected Public relations staff are skilled at keeping information protected and safe - in other words they only let the information they want to become public get revealed. In your instance, remember you have employees, third-party partners, customers, and family members who are likely worried and concerned. Think twice about how and what you are going to broadcast.
• Stay cool and collected Easier said than done in both instances of crisis communication. But with a real disaster recovery/business continuity plan that includes a tested and up-to-date communications strategy - you can keep your team working and focusing on the issues at hand.

For public relations crisis communication the most important key word is: reputation. The reputation of the organization, person or even city. Really there is nothing different when it comes to your disaster recovery/business continuity crisis communication process. At the end of the day you want to ensure and demonstrate that your company has dealt with a threat or disaster with the utmost professionalism, preparedness, and organization - yes at the end-of-the-day - your company’s reputation is at stake here.

This is likely a good time to review your crisis communication strategy. In fact you might even want to hold some sessions with a public relations expert. Really, whatever it takes to ensure that your team is ready and prepared in the face of a disaster or threat - it is worth doing.

Vicki Thomas is an associate editor with Disaster Recovery Journal