Crisis Communications
24Â — Crisis Communications
By Michael Perini, ABC
Perini & Associates
One of the most edgy TV shows is all about crisis communication –24.
The iconic clock is always ticking in this real-time action series found on FOX about U.S. counterterrorist agent Jack Bauer (Kiefer Sutherland) who tries to save the country from foreign and domestic enemies in the course of 24 grueling hours (with each hour a separate episode).
I have been a fan for years. I find that the best time to watch new episodes is when my heart is already racing while on the treadmill.  Each episode is packed with a series of incidents that require crisis communications.
A “crisis,” in public relations terms, is any event that draws intense, negative media coverage and interferes with normal business activity. Crises can cost organizations millions of dollars to repair or can potentially close a business for good.
Whether driving a car, helicopter or running down a street shooting at terrorists and trying to save innocent people, Jack is constantly engaging in decisions and conversation that the aftermath, if real, would leave companies in serious situations to handle.
This show, which just had the series finale 24 May, is all about getting the truth out — the goal when communicating to the public during a crisis.
Chances are your company is going to experience a crisis of some kind in the next several years. How you handle the crisis with the public, the media and your own people will determine whether that crisis builds or damages the credibility and thus the potential return-on-investment (ROI) for your company.
In 2006, the following industries racked up the most business crises, according to the annual “Business Crisis Trend Report” by the Institute of Crisis Management:
- Airlines
- Software Makers
- Pharmaceutical companies
- Computer manufacturers
- Natural gas companies
- Petroleum refining
- Health services
- Banking
- Security Brokers/Dealers
- Telecommunications
What type of potential incidents could occur? Â Below is my list. Please send me your list.
- A fire in a restaurant
- A virus outbreak at a hotel
- An executive accused of insider trading
- A school shooting
- Charges of illegal accounting practices
- A politician who uses a racial slur on camera
- A drug that’s found to have adverse side effects
- A robbery
- Cheating scandal
- A plane crash
Here are several lessons learned from 24 that can be applied to crisis communications.
1. Have a crisis communications tool kit. If you follow Jack Bauer he always has access to weapons or finds ways to get the tools he needs to survive. You should build your own survival kit with items that include names of who is on the crisis management team, key contact information, company fact sheets, copies of your company logos and “fill-in-the-blank†statements. For more suggestions on what to put in your kit.
2. Have a crisis communication plan. Now, Bauer – this is a TV show after all – seems to come up with a plan almost immediately between commercial breaks! You will not likely have this luxury so I would recommend that you develop a plan now when you aren’t facing a crisis. Some key elements to include would be to decide on your company’s position, designate and list spokespeople and include a tough question section. Also, add prepared statements and sample news releases. A checklist on handling media interviews is a must. For more.
3. Have a “911†crisis communications expert in your rolodex. Unfortunately, many companies have reduced their internal public relations staff as a cost cutting measure. So, it means that these organizations must look outside their company to find the necessary expertise. The success of any business, utility or organization rests firmly on its reputation. But, all that careful image crafting can be destroyed by one poorly handled crisis. That’s why businesses, nonprofit organizations, governments, universities and individuals hire experienced public relations professionals to portray them as beneficial, trustworthy and concerned members of the community.
So, make crisis communications planning a priority. Remember, the clock is ticking….