Rural Water - Quarter 2, 2018 - 13

VLADGRIN/SHUTTERSTOCK.COM

The 10 Steps of Crisis
Communication
PRE-CRISIS
1. Anticipate crises
If you're being proactive and
preparing for crises, gather your crisis
communication team for intensive
brainstorming sessions on all the potential
crises that could occur at your organization.
There are at least two immediate
benefits to this exercise:
* You may realize that some of the
situations are preventable by simply
modifying existing methods of
operation.
* You can begin to think about possible
responses, about best-case/worst-case
scenarios, etc. Better now than when
under the pressure of an actual crisis.
In some cases, of course, you know a
crisis will occur because you're planning
to create it-e.g., laying off employees,
making a rate hike.
This assessment process should lead
to creating a crisis response plan that

is an exact fit for your organization,
one that includes both operational
and communication components. The
remaining steps, below, outline some
of the major topics that should be
addressed in the communication section
of the plan.

2. Identify your crisis
communication team
A small team of senior executives
should be identified to serve as your
organization's crisis communication team.
If your in-house PR executive does not
have sufficient crisis communication
expertise, he or she may choose to retain
an agency or independent consultant with
that specialty. And sometimes, the team
also needs to include those with special
knowledge related to the current crisis,
e.g., subject-specific experts. Legal
counsel is usually involved.
Remember this-entire countries
and causes have had their ambitions
thwarted, or aided, as a consequence of
their trials in the court of public opinion.

3. Identify and train
spokespersons
Categorically, any organization
should ensure, via appropriate policies
and training, that only authorized
spokespersons speak for it. This is
particularly important during a crisis. Each
crisis communication team should have
people who have been pre-screened
and trained to be the lead and/or backup
spokespersons for different channels of
communication.
All organizational spokespersons
during a crisis situation must have:
* The right skills
* The right position
* The right training
The Right Skills
I've met senior-level executives who
could stand up in front of a 1,000-person
conference audience without a fear and
perform beautifully-but who would get
virtual lockjaw when they knew a camera
was pointed their way for a one-on-one
interview.
RURAL WATER

13



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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