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Crisis Communication


Preparing for Crisis Communication

Now matter what size your business or no matter how "quiet" things seem, a crisis communication plan is a necessary piece of the PR puzzle. Develop a plan for communicating with the media in the event that the sport becomes involved in some type of public relations crisis (i.e., an accident involving players or spectators, illegal use of banned substances by players/coaches, etc.) Although the crisis communication plan may not be utilized, it is better from a public relations standpoint to be proactive rather than reactive if such a circumstance should occur. The following guidelines are suggested to prepare for communication with the media during a crisis:

Identify the Type of Crisis that Might be Encountered. A crucial step in the formation of the crisis communication plan is to identify the crisis situations that the event is most likely to face. Successful event management includes thinking worst-case scenarios and preparing for them.

Develop a Strategy. Identify a broad philosophy for dealing with a crisis if it does happen. Have a number of focused strategies in place to deal with specific types of crises. A strategy should be set in advance for management of the crisis and the primary goal of this strategy should be the protection of participants, spectators, and participating institutions. Having a strategy set in advance will allow for quick action, which will decrease the time the media is out looking for answers on their own. This means the public relations staff must have access to high-level officials and other key people in the event of a crisis. Frequent media updates must be made regardless of whether a resolution to the crisis is complete. In addition, the most knowledgeable and appropriate people when providing explanations to the media must accompany the spokesperson.

Form a Committee to Provide Leadership. A small group of key decision makers who represent the institution and the athletics department should be made familiar with the crisis communication strategy. This group should be comprised of individuals who will be at the events and deal with potential crisis situations.

Identify a Single Spokesperson. A single spokesperson should be identified to disseminate pertinent information to the media and the public in the event of a crisis. The designated spokesperson should always be available to respond to the media in an attempt to prevent the media from approaching other sources for information. Ask other staff members to refrain from comment and forward all media inquiries to the appropriate spokesperson. Brief an alternate spokesperson to take over in the event that the main spokesperson is called away from the event.

Avoid Saying "No Comment." This phrase raises suspicions and could cause mistrust toward the institution. It is also better to release negative publicity before someone else does. To allow an outside source to release negative information is to lose control of the story.

Monitor Media Attention. Evaluate how the media is covering the crisis in order to prepare for additional media inquiries. By keeping up to date and well informed, the institution will be prepared to better manage the crisis and provide information to the public (via media) in a timely and straightforward manner. This will help give the institution an honest and positive image, regardless of the crisis situation.

Lastly, remember that a public relations plan in most cases fall under the umbrella of a well thought out marketing plan. Marketing, public relations, and advertising all lead to one common goal = SALES, or the SUCCESS of a product or service that you offer. This is how they work together, this is how they interrelate and work for the ultimate end result.

LESSON 5 Key Terms

  1. Media Relations – Creates awareness and interest in your company and/or organization by consistently promoting your products and/or services to the media.

  2. Media Tactics - Calling or emailing media contacts to introduce yourself as well as reviewing and discussing each outlet's interest and plan for covering the season and how you can be a resource for them.

  3. Media Outlets – Media sources that include, magazines, newspapers, radio, and television.



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