Rural Water - Quarter 2, 2018 - 16

THE BASIC
STEPS OF
EFFECTIVE CRISIS
COMMUNICATION
ARE NOT DIFFICULT,
BUT THEY REQUIRE
ADVANCED WORK IN
ORDER TO MINIMIZE
DAMAGE.
about you to others not on your contact
list, so it's up to you to ensure that they
receive the messages you would like them
to repeat elsewhere.

7. Develop holding
statements
While full message development must
await the outbreak of an actual crisis,
"holding statements," messages designed
for use immediately after a crisis breaks,
can be developed in advance to be used
for a wide variety of scenarios to which the
organization is perceived to be vulnerable,
based on the assessment you conducted
in Step 1 of this process. An example of
holding statements by a rural water system
faced with possible contamination from
heavy storms might be:

"We have implemented our crisis
response plan, which places the highest
priority on the health and safety of the
community we serve."
"We have created a website to update
customers on the situation, which can be
found at http://(sitename).com."
"We will be supplying additional
information when it is available and posting
it on our website."
The organization's crisis communication
team should regularly review holding
statements to determine if they require
revision and/or whether statements for
other scenarios should be developed.

POST-CRISIS
8. Assess the crisis
situation
Reacting without adequate information
is a classic "shoot first and ask questions
afterward" situation in which you could
be the primary victim. However, if you've
done all of the above first, it's a "simple"
matter of having the crisis communication
team on the receiving end of information
coming in from your team members,
ensuring the right type of information is
being provided so you can proceed with
determining the appropriate response.

9. Finalize and adapt
key messages
With holding statements available as
a starting point, the crisis communication

DOING THE
IMPORTANT THINGS

Specification Rubber Products is
the waterworks industry's premier
supplier of NSF Certified and
UL Certified domestic rubber gaskets
and sealing solutions. Proudly Made
in the USA since 1968.

Specification Rubber Products Inc.

www.specrubber.com | 800.633.3415 | specificationrubber@specrubber.com

16

SECOND QUARTER 2018

903993_Specification.indd 1

06/02/18 3:01 pm

team must continue developing the
crisis-specific messages required for any
given situation. The team already knows,
categorically, what type of information its
stakeholders are looking for. What should
those stakeholders know about this crisis?
Keep it simple. Have no more than three
main messages that go to all stakeholders
and, as necessary, some audiencespecific messages for individual groups of
stakeholders.

10. Post-crisis analysis
After the cowpies are no longer
interacting with the air-circulating device,
the question must be asked, "What did
we learn from this?"
A formal analysis of what was done
right, what was done wrong, what
could be done better next time and how
to improve various elements of crisis
preparedness is another must-do activity
for any crisis communication team.

The last word-for now
I would like to believe organizations
worldwide are finally "getting it" about
crisis preparedness, whether we're
talking about crisis communication,
disaster response or business continuity.
Certainly, client demand for
advance preparation has
increased dramatically
in the past decade,
at least for my
consultancy. But I
fear there is, in fact,
little change in what I
have said in the past-
that 95 percent of American
organizations remain either completely
unprepared or significantly under-prepared
for crises. Choose to be part of the
prepared minority. Your stakeholders will
appreciate it! ●
Jonathan Bernstein is president of
Bernstein Crisis Management, Inc.,
a 24-year-old virtual PR consultancy
specializing in all forms of crisis
management PR-crisis preparedness,
planning, training and response. Various
forms of this article have been read on
his website more than 329,000 times.
Bernstein also gives away a wealth of free
material at the company website.


http://(sitename).com." http://www.specrubber.com http://www.specrubber.com

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
http://www.nxtbook.com/naylor/NRWQ/NRWQ0418
http://www.nxtbook.com/naylor/NRWQ/NRWQ0318
http://www.nxtbook.com/naylor/NRWQ/NRWQ0218
http://www.nxtbook.com/naylor/NRWQ/NRWQ0118
http://www.nxtbook.com/naylor/NRWQ/NRWQ0417
http://www.nxtbook.com/naylor/NRWQ/NRWA0016
http://www.nxtbook.com/naylor/NRWQ/NRWQ0317
http://www.nxtbook.com/naylor/NRWQ/NRWQ0217
http://www.nxtbook.com/naylor/NRWQ/NRWQ0117
http://www.nxtbook.com/naylor/NRWQ/NRWQ0416
http://www.nxtbook.com/naylor/NRWQ/NRWQ0316
http://www.nxtbook.com/naylor/NRWQ/NRWA0015
http://www.nxtbook.com/naylor/NRWQ/NRWQ0216
http://www.nxtbook.com/naylor/NRWQ/NRWQ0116
http://www.nxtbook.com/naylor/NRWQ/NRWQ0415
http://www.nxtbook.com/naylor/NRWQ/NRWQ0315
http://www.nxtbook.com/naylor/NRWQ/NRWQ0215
http://www.nxtbook.com/naylor/NRWQ/NRWQ0115
http://www.nxtbook.com/naylor/NRWQ/NRWQ0414
http://www.nxtbook.com/naylor/NRWQ/NRWQ0314
http://www.nxtbook.com/naylor/NRWQ/NRWQ0214
http://www.nxtbook.com/naylor/NRWQ/NRWQ0114
http://www.nxtbook.com/naylor/NRWQ/NRWQ0413
http://www.nxtbook.com/naylor/NRWQ/NRWQ0313
http://www.nxtbook.com/naylor/NRWQ/NRWQ0213
http://www.nxtbook.com/naylor/NRWQ/NRWQ0113
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0412
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0312
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0212
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0112
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0411
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0311
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0211
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0111
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0410
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0310
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0210
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0110
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0409
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0309
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0209
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0109
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0408
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0308
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0208
http://www.nxtbook.com/nxtbooks/naylor/NRWQ0108
http://www.nxtbookMEDIA.com