Rural Water - Quarter 2, 2018 - 12

FEATURE

10

The

Steps of
Crisis Communication

e

BY JONATHAN BERNSTEIN

Crisis: Any situation that is threatening or could threaten to harm people or property,
seriously interrupt business, significantly damage reputation and/or negatively impact
the bottom line.

Every organization is
vulnerable to crises. The days of
playing ostrich-burying your head in
the sand and hoping the problem goes
away-are gone. You can try, but your
stakeholders will not be understanding or
forgiving because they've watched what
happened with Volkswagen, Chipotle, FIFA
and Lance Armstrong.
If you don't prepare, you will incur
more damage. When I look at existing
crisis management-related plans while
conducting a vulnerability audit (the

12

SECOND QUARTER 2018

first step in crisis preparedness), what
I often find is a failure to address the
many communication issues related to
crisis or disaster response. Experience
demonstrates that organizational
leadership often does not understand that
in the absence of adequate internal and
external communication:
* Operational response will break down.
* Stakeholders will not know what
is happening and quickly become
confused, angry, and negatively
reactive.

* The organization will be perceived as
inept, at best, and criminally negligent, at
worst.
* The length of time required to bring full
resolution to the issue will be extended,
often dramatically.
* The impact to the financial and reputational
bottom line will be more severe.
The basic steps of effective crisis
communication are not difficult, but
they require advanced work in order to
minimize damage. If you're serious about
crisis preparedness and response, read
and implement these 10 steps of crisis
communication, the first seven of which
can and should be undertaken before any
crisis occurs.



Table of Contents for the Digital Edition of Rural Water - Quarter 2, 2018

From the President
The 10 Steps of Crisis Communication
Florida Rural Water Association’s Rapid Response to Deadly Hurricane Irma
Texas Rural Water Association Provides Emergency Assistance to Systems Impacted by Hurricane Harvey
UTWARN: Rural Water Association of Utah’s Emergency Response System
NRWA Congratulates Senator Thad Cochran on His Retirement
Regulatory Update
A Day in the Life of a Circuit Rider
Can You Hear the Crickets?
Up the Creek: A Unique Elixir
Residential Metering: Choosing the Meter That Best Meets the Changing Needs of Your Rural Water System
Index to Advertisers/Advertisers.com
From the CEO
Rural Water - Quarter 2, 2018 - Intro
Rural Water - Quarter 2, 2018 - bellyband1
Rural Water - Quarter 2, 2018 - bellyband2
Rural Water - Quarter 2, 2018 - cover1
Rural Water - Quarter 2, 2018 - cover2
Rural Water - Quarter 2, 2018 - 3
Rural Water - Quarter 2, 2018 - 4
Rural Water - Quarter 2, 2018 - 5
Rural Water - Quarter 2, 2018 - 6
Rural Water - Quarter 2, 2018 - 7
Rural Water - Quarter 2, 2018 - 8
Rural Water - Quarter 2, 2018 - 9
Rural Water - Quarter 2, 2018 - 10
Rural Water - Quarter 2, 2018 - From the President
Rural Water - Quarter 2, 2018 - The 10 Steps of Crisis Communication
Rural Water - Quarter 2, 2018 - 13
Rural Water - Quarter 2, 2018 - 14
Rural Water - Quarter 2, 2018 - 15
Rural Water - Quarter 2, 2018 - 16
Rural Water - Quarter 2, 2018 - 17
Rural Water - Quarter 2, 2018 - Florida Rural Water Association’s Rapid Response to Deadly Hurricane Irma
Rural Water - Quarter 2, 2018 - 19
Rural Water - Quarter 2, 2018 - 20
Rural Water - Quarter 2, 2018 - 21
Rural Water - Quarter 2, 2018 - 22
Rural Water - Quarter 2, 2018 - 23
Rural Water - Quarter 2, 2018 - Texas Rural Water Association Provides Emergency Assistance to Systems Impacted by Hurricane Harvey
Rural Water - Quarter 2, 2018 - 25
Rural Water - Quarter 2, 2018 - 26
Rural Water - Quarter 2, 2018 - 27
Rural Water - Quarter 2, 2018 - 28
Rural Water - Quarter 2, 2018 - UTWARN: Rural Water Association of Utah’s Emergency Response System
Rural Water - Quarter 2, 2018 - 30
Rural Water - Quarter 2, 2018 - 31
Rural Water - Quarter 2, 2018 - 32
Rural Water - Quarter 2, 2018 - NRWA Congratulates Senator Thad Cochran on His Retirement
Rural Water - Quarter 2, 2018 - Regulatory Update
Rural Water - Quarter 2, 2018 - 35
Rural Water - Quarter 2, 2018 - 36
Rural Water - Quarter 2, 2018 - A Day in the Life of a Circuit Rider
Rural Water - Quarter 2, 2018 - 38
Rural Water - Quarter 2, 2018 - Can You Hear the Crickets?
Rural Water - Quarter 2, 2018 - 40
Rural Water - Quarter 2, 2018 - Up the Creek: A Unique Elixir
Rural Water - Quarter 2, 2018 - Residential Metering: Choosing the Meter That Best Meets the Changing Needs of Your Rural Water System
Rural Water - Quarter 2, 2018 - 43
Rural Water - Quarter 2, 2018 - Index to Advertisers/Advertisers.com
Rural Water - Quarter 2, 2018 - 45
Rural Water - Quarter 2, 2018 - From the CEO
Rural Water - Quarter 2, 2018 - cover3
Rural Water - Quarter 2, 2018 - cover4
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