By Gerard Braud
Consider this: scheduling your crisis may be the wave of the future. Rather than being ambushed and surprised by a sudden crisis, which forces you into crisis communication, consider the model used by many of your leaders who ignore my plea to plan for the worst.
Here is how it works. Many public relations people have e-mailed me to say that they cannot conduct media training or crisis communication training with their executives because the executives do not have time. Often these public relations people are asking for only a single day for media training. Sometimes they are asking for two days to write a crisis communications plan. Regardless of which communication training you ask for, there are always too many other projects more important than preparing to effectively communicate in a crisis. Hence, if an executive does not have time to schedule the training for the skills that would be mandatory in order to protect the profits and reputation of their company during a crisis, it only makes sense to declare that no crises should take place unless it is scheduled.
So next time you want to schedule media training or crisis communication training and you are told there is no time on the schedule because we have too many higher priority projects, just ask your executives when they would like to schedule their crisis?
Sure, it has been said that, “If you fail to plan, than plan to fail.” But under this new crisis communication model, we could simply say, “Plan to fail.”
If you’ve ever been told there is no time on the schedule for communication training, please share this article with the person who told you that, then send their reaction to me.