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QUICK TIPS FOR "KEEPING COOL"
WHO IS GOING TO STICK UP FOR YOU WHEN THINGS GO WRONG?
Some day something bad will happen to your organization. When it does, who will you be able to count on to rally to your side and help you get through the tough times? It's too late try to make friends when your enemies are sniping at you and the reporters are looking around for someone to quote.
Third-Party Verification
Not long ago, I wrote an article on the subject of the value of third-party verification for an international magazine devoted to the Responsible Care program of the chemical industry. Basically, it said technical experts who know your company and who can provide a concerned public with unbiased information to support your position are invaluable during times of crisis. You cannot flip open the yellow pages when the stuff has already hit the fan and find someone who is going to be willing and able to help you. Have them in your corner ahead of time. (If you would like a copy of this article, please e-mail me at jchent@earthlink.net and ask for "third party verification article." )
Community Relations Outreach
Here I am talking about non-technical, general support related to the fields of community relations and public affairs. Since I spent 16 years in this arena when I worked for a chemical manufacturing company that made one of the smelliest chemicals known to man, I feel qualified to discuss this subject. As a matter of fact, I spent 90% of my time and effort laying strong foundations and developing relationships with people so that we could better survive the 10% of the time when we were on the "hot seat."
Yes, it takes time, effort and money to develop trust and loyalty in your community. Money is undeniably a part of it. People remember if your corporate philanthropy included worthwhile groups and their favorite organizations -- be they local school events/projects, town recreation sports leagues, community cultural events, or charities. Money invested in this way can make a positive impression on people of your organization as one that benefits their community.
It's Not All About Dollars and Cents
But money is not the whole story, by any means. In fact, organizations which use their philanthropic contributions as their only community relations tool are often accused of trying to buy favor. Community members want to see your management people and your employees involved in the life of the community.
-- When members of your organization work alongside local residents on a project (like a roadside litter clean-up or a United Way Day of Caring campaign) residents are apt to remember you as caring about their community, not just about your bottom line.
-- It could be beneficial to all if you care enough to send a representative to their municipal board meetings. You can be there if questions about you arise, to squelch rumors before they spread, or simply to see if there are ways you could volunteer to help. The local elected officials will appreciate it. They might be more likely to contact you if they see a problem brewing, or at least give you the benefit of the doubt when a controversy surfaces.
-- You could open the doors of your facility to a tour or an open house. You could go to an organization like the local Rotary or Kiwanas Club or PTA with a presentation that explains who you are and what you do. Those things allow residents to become more knowledgeable, more understanding, and less fearful when something negative occurs.
These are just a few examples. Look around your community. Figure out who your important audiences are. Try to devise ways that you can get to know them and they can get to know you BEFORE a crisis hits, Invest money appropriately. But also invest time in developing relationships. If people have positive interactions with your organization prior to an incident, they are going to be less likely to jump on the bandwagon of an extremist who is trying to stir up trouble for you. If community members haven't had any prior positive experience with you, they are more likely to believe what your critics are saying.
Trust is Worth Its Weight in Gold
Developing trust and loyalty is a long-term strategy. You have lots of things to fill your days, and this may seem like something you might not ever need. But if you are ever in the center of a crisis -- whether because of an actual accident, an allegation of wrongdoing, a fear that is being fanned in your community, or something else -- you will be extremely glad that you took the time, spent the money and/or expended the effort to assure that you will have some good people in your corner. Whether these people speak to the media or a regulatory agency official or their neighbors, you'll be glad you have some friends. Now is not too early to start!
Until next month...KEEP COOL! If I can help or you want to talk about scheduling a workshop or a conference presentation/speech for an organization, contact me at 1-800-848-3907 PIN 2145 or jchent@earthlink.net
A monthly e-zine on crisis management brought to you by Judy Hoffman QUOTE OF THE MONTH: Copyright (C) 2007 JCH Enterprises Click here to view other e-zines by Judy Hoffman. |
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