“No organization can function, let alone succeed, without the implicit if not the explicit support of its stakeholders. It certainly can’t stand against their outright opposition.
This is what crisis management is all about: retaining the support of stakeholders during adverse circumstances.” - Jonathan Bernstein, Manager's Guide to Crisis Management
Crisis Management
Finding qualified, experienced consultants with helpful, realistic perspectives about crisis management can be a challenge. Anyone can be an “expert,” but few people have actually lived and breathed emergency response and recovery.
Covalent Logic is a communications agency that partners with both private and public sector organizations to define, refine and broadcast before, during and after a crisis. Our team has worked with corporations, government and nonprofit organizations to manage internal and external communications through natural disasters, financial and data breaches, organizational misdeeds, dispelling rumors, business disruption, layoffs, political upheaval and terrorist attacks.
Our collective expertise comes from boots-on-the-ground experience in all phases of managing emergencies. We’ve stood with governors, cabinet secretaries and CEOs before, during and after disasters–both natural and manmade. We are seasoned managers, experts and crisis communicators with decades of experience managing and responding to all sorts of disasters, including Hurricane Katrina and the Deepwater Horizon oil spill. We’re available for immediate intervention, crisis planning, training, speaking engagements and consulting.
So what is a crisis exactly?
Crisis
/ˈkrīsis/
noun
(a) A time of intense difficulty, trouble, or danger
(b) An unstable or crucial time or state of affairs in which a decisive change is impending
(c) An emotionally significant event or radical change of status in a person's life
(d) All of the above (and a good time to call Covalent Logic)
So how can we help with your crisis management?
For many, every crisis faced has definitively interrupted business as usual. But for Covalent, it hasn’t meant slowing down. We have made a concerted effort to be proactive, responsive and resilient to help our clients adapt to this new environment.
We provide crisis communications support through a team of media and public relations experts who have decades of combined experience across various industries. In the event of an emergency or crisis, Covalent can provide real-time consulting services via phone, email or in-person meetings at your facility.
What is a crisis that demands specialized communications?
Crisis is certainly a subjective term. What’s a crisis to one person or entity may not be to another and vice versa. An important practice for you and your team to engage in is listing the things that could go wrong at or involving your organization.
EXAMPLES
If you work at a chemical plant, your list might look something like this:
- A fire or explosion has taken place on-site.
- A workplace injury has paused a project.
- You’re receiving community bush back on a project.
- A high-ranking employee has leaked classified information.
If you work at a nonprofit, your list might include:
- A volunteer or employee used funds improperly.
- Your organization’s audit is unsavory.
- Public records weren’t disclosed.
If you work at the local zoo, your list might include:
- An animal has escaped.
- An expose was written on your poor treatment of animals.
- Loss in funding has led to lack of food for the crocodiles.
The point is, no industry is immune to crisis, and it is imperative that scenarios are discussed and prepared ahead of time. In crises, be responsive, calm and compassionate to the human element.
Real-World Scenarios
Serious times require serious people. And when it comes to providing real, boots-on-the-ground expertise in emergency management and crisis communications, few creative agencies can match Covalent Logic. Since 2005, we have partnered with four Louisiana governors, cabinet secretaries, corporate CEOs and organizations of every size and scope. We have been instrumental in managing internal and external communications through crises that included natural disasters (Hurricane Katrina, the 2010 eruptions of Eyjafjallajökull volcano in Iceland), manmade disasters (Deepwater Horizon oil spill, Bayou Corne Sink Hole), financial and data breaches on a global scale, organizational offenses and malfeasance, rumor-based scandals, substantial economic downturns and even terrorist attacks, active shootings and the Arab Spring.
We are grateful for the opportunity to serve the government and its citizens, companies and their employees, nonprofits and their communities by providing expert consultation and cohesive communication. And we are confident when we say that right now, as important decisions must be made, Covalent Logic is the right team to have on your side.
Our recent assistance in turning around a multi-media campaign for Louisiana Gov. John Bel Edwards’ COVID “Stay at Home” Order within a matter of hours is proof of that, as is our corporate communications experience for SARS, as well as health and wellness.
Adaptability is a critical skill. Things change in the blink of an eye, and as problem solvers we are prepared to adapt and change with them. When our client was locked down during an active shooter situation, Covalent managed internal and external communications on their behalf, helping keep the community safe and their friends and family informed.
Emergency responders are trained to make quick decisions that will protect people and save lives when a natural or man-made disaster occurs. This is a skill that comes in handy for anyone running a small business. When an emergency happens, the safety of your employees and clients will depend on your smart decisions and quick action. In addition to making a disaster preparedness plan, it’s also a good idea to find ways to take charge while staying focused on what’s important—the well-being of your employees and customers and a speedy recovery for your business.
Emergency responders are trained to make quick decisions that will protect people and save lives when a natural or man-made disaster occurs. This is a skill that comes in handy for anyone running a small business. When an emergency happens, the safety of your employees and clients will depend on your smart decisions and quick action. In addition to making a disaster preparedness plan, it’s also a good idea to find ways to take charge while staying focused on what’s important—the well-being of your employees and customers and a speedy recovery for your business.
Crisis Management Guidelines
RESPONSE
Immediate Action
- Call family first. Express condolences, and always get the family’s approval on what information they want the company to share.
- Notify supervisors, leadership and HR. Designate a clear internal and external spokesperson.
Communication Workflow
- Meet in person or by phone with the immediate team, then the broader response team.
- Set up a central contact for questions to avoid flooding the family.
Report, Document and Follow Up
- File all required regulatory reports.
- Keep detailed written records of:
- Incident Details
- Notifications and Actions Taken
- Investigation Outcomes
- Corrective Measures
- Label all files as “draft” or “contemporaneous reports in the wake of trauma” to make it clear they are unaudited and have not been confirmed.
RECOVERY
- Form an investigation team, which should include representatives from safety, operations, legal, communications and leadership.
- Collect data, such as photographs, witness statements and equipment logs.
- Develop a timeline of events.
- Analyze root causes, not just surface failures.
Safety Training
- Review and update safety procedures.
- Communicate any new processes, controls or changes to all staff.
- Provide retraining for all employees in the department. People naturally listen differently when there has been a fatality.
- Review and share lessons learned across the organization to prevent recurrence.
WELLBEING AND SUPPORT
Support and Resources for Employees
- Provide Employee Assistance Program (EAP) information and private counseling.
- Allow flexible leave, including attendance at memorials.
Benefits and Administration
- HR is responsible for payroll/benefits, life insurance, COBRA and final checks.
- Coordinate access removal (email, systems, physical entry).
Memorials and Donations
- Facilitate respectful memorials through a central person known to the family (cards, flowers, tributes, donations).
- Encourage quiet remembrance (named rooms, scholarship).
Additional Resources
SHRM - Helping Employees Cope with Unexpected Death. When an employee dies unexpectedly, HR professionals must act to help coworkers navigate their emotions—and recover quickly.
University of North Carolina - Reference Guide: Response to Death of University Employee - Human Resources. It is important for an organization to be prepared to answer difficult questions and to provide support and guidance to management and survivors when dealing with this sensitive topic. The information provided in this guide is for reference purposes only. As each situation will be unique, good judgment and sensitivity should be used when dealing with the deceased employee’s family, significant others and coworkers.
Carrier Chronicles - When the Unthinkable Occurs: 8 Steps in Responding to a Workplace Fatality. When a workplace fatality occurs, risk managers must act swiftly to manage the crisis, support employees and mitigate potential liabilities. A well-structured response plan can help ensure legal compliance, effective communication and long-term improvements to workplace safety.
FAQs
If we’re being honest, the best time to hire a public relations agency is BEFORE a crisis occurs. We say this because, like a new employee, your PR agency will need time to learn your company and its intricacies so that they can best represent you and respond in a way that maintains your company’s integrity and reputation. But ultimately, no. Hiring a PR professional, like Stafford, during or even after a crisis doesn’t inherently look bad. If anything, this decision shows that your company is trying to mitigate serious consequences to customers, employees and other stakeholders.
A public relations professional is, believe it or not, most useful before a crisis or emergency event has been made public. Instead of reacting, a crisis communications plan can be developed, which outlines team responsibilities, details approved messaging and establishes the proper communication channels for stakeholders. By identifying the different outcome scenarios and customizing solutions ahead of time, you mitigate your company’s chances of saying or doing “the wrong thing.”
As public relations professionals, we abide by a code of ethics, and our main priority is always protecting our clients and their reputations. But ensuring confidentiality with a PR agency or professional can be reinforced through contractual agreements, such as NDAs or confidentiality clauses in service contracts. It’s also a best practice to vet the PR agency or professional prior to partnership to ensure that their reputation is one you wouldn’t mind having your company linked to.
During a crisis, the most important task for an organization to focus on is delivering clear and consistent messaging. And as public relations professionals, we understand the impact that the public’s perception plays in a brand’s reputation, especially during and after a crisis. Public relations, if done effectively, can help control the narrative, instead of allowing the narrative to be written for you.
When you want to build a house, you bring in the best people for the job, right? The same can be said for managing your brand’s reputation during a crisis. As public relations professionals, we bring experience and knowledge that gives your company the best chance at navigating the potential pitfalls of a crisis. Instead of second guessing the answer you gave a reporter or wondering how to respond to customers on social media, you can focus on resolving the crisis and getting back to business.
If your company is facing a crisis, call or text Stafford Wood directly at 225-205-0090. Your first response can make all the difference in containing the scope of the issue.
For crisis management information and management, contact Covalent Logic.