ABA - Destinations Magazine - September/October 2019 - 13

FAST LANE | YOUR BUSINESS | Advice, News, and Discussion Topics

Crisis Averted
Are you fully prepared to handle emergencies?

F

rom natural disasters to
catastrophic accidents to
bus breakdowns, unexpected
incidents can not only
ruin a group tour, but also ruin your
company's reputation if not handled
swiftly and appropriately. Do you have
a plan in place for when an emergency
happens? Below are eight steps you
can take to create an effective strategic
crisis plan.

Pre-Crisis

1. Identify your crisis
communications team. Several
senior executives should serve as your
organization's crisis communications
team. Preferably, the company's CEO
will lead the team, with the safety
director, chief operations officer, lawyer,
and communications director. If you
don't have a communications director,
consider having ABA handle media
relations during the crisis.
2. Train spokespersons. Train one
or two people on your team to be the
spokespersons who can speak on the
company's behalf during a crisis. Never
let an employee who has not been
trained speak to the media.
3. Establish notification and
monitoring systems. Create notification systems that allow you to reach
stakeholders quickly. Social media
is effective for sending alerts about a
crisis and what you are doing about it.
Similarly, monitoring feedback during a
crisis allows you to adjust your strategy
and tactics.
4. Know and inform stakeholders.
Your employees are your most
important stakeholders, because
every employee is a public relations
representative and crisis manager. But
your customers are ultimately the ones
who will be talking, so ensure that they
receive the messages you would like
them to repeat.

When in Doubt, Call an ABA Member
When Kevin Murphy, owner of Open Roads Tour and Travel in Fair Oaks, Calif.,
found himself in a crisis situation during a group tour, the first thing he did was
call on fellow ABA members.
"I was escorting a group from California on a tour of Michigan when, on our
final day, I received word that our flight had been canceled and there were no
options to get back home for the rest of the day," says Murphy.
Thankfully, ABA member Best Western Greenfield Inn not only had accommodations for the group, but also offered a discounted rate, while Indian Trails,
Murphy's ABA member coach company, provided the coach and driver for an
extra day to shuttle the group to the airport at no charge.
"The end of the trip could have been a disaster if it weren't for our ABA member partners," Murphy says. "They came through for us with minimum expense
and maximum service!"

Ready for Anything
A tour guide must be ready for anything. Here's what International Tour
Management Institute President Joan Keddell says every tour guide should have
on hand:
* Bottles of water (dehydration is the No. 1 cause of passengers falling ill)
* Hand sanitizer, disinfectant, and trash bags (to keep germs from spreading)
* A list of nearby shopping malls, attractions, and tours (when your bus breaks
down, consider joining another tour while you wait)
* Google Maps (in case the bus driver gets lost)
* Phone number for dispatch (if you accidentally get locked out of your bus,
dispatch can help you or the driver "break in" safely)

5. Develop holding statements.
"Holding statements" are messages
developed in advance to use after a crisis
breaks. Brainstorm all possible crises
that could occur at your organization
and prepare statements addressing
them. Don't forget to review holding
statements regularly to make sure they
are still relevant.

Post-Crisis

6. Assess the crisis situation. If you
have done steps 1-5 prior to a crisis, your
post-crisis priority is to allow the crisis
communications team to receive and
report on the information so you can
determine the appropriate response.

7. Finalize and adapt key messages.
With holding statements as a starting
point, the crisis communications team
should develop crisis-specific and
audience-specific messages. Adapt
messaging to different media; for example,
crisis messaging on Twitter is limited to
280 characters, so sharing links is a must.
8. Analyze your response. After
the crisis has passed, perform a formal
analysis of what went right, what went
wrong, and what could be done better
next time.
ABA is here to help before, during,
and after an incident. The ABA Crisis
Communications team can be reached
24/7 at (202) 218-7220.
SEPTEMBER-OCTOBER 2019

\ DESTINATIONS 13



ABA - Destinations Magazine - September/October 2019

Table of Contents for the Digital Edition of ABA - Destinations Magazine - September/October 2019

Hudson Yards Is Open!
Welcome to the New Old Town
35-Foot Motorcoaches Are a Huge Hit
Crisis Averted
Totally Family
FMCSA Exclusive
History Comes Alive in Omaha
2019 Scholarship Recipients
2019 Best of the Best
The Canadian Rockies’ Lesser-Known Parks
Tour Stop: Meet the Makers of Baltimore
City Guide//
Gaming
ABA - Destinations Magazine - September/October 2019 - Cover1
ABA - Destinations Magazine - September/October 2019 - Cover2
ABA - Destinations Magazine - September/October 2019 - 1
ABA - Destinations Magazine - September/October 2019 - 2
ABA - Destinations Magazine - September/October 2019 - 3
ABA - Destinations Magazine - September/October 2019 - 4
ABA - Destinations Magazine - September/October 2019 - 5
ABA - Destinations Magazine - September/October 2019 - 6
ABA - Destinations Magazine - September/October 2019 - 7
ABA - Destinations Magazine - September/October 2019 - 8
ABA - Destinations Magazine - September/October 2019 - Hudson Yards Is Open!
ABA - Destinations Magazine - September/October 2019 - Welcome to the New Old Town
ABA - Destinations Magazine - September/October 2019 - 11
ABA - Destinations Magazine - September/October 2019 - 35-Foot Motorcoaches Are a Huge Hit
ABA - Destinations Magazine - September/October 2019 - Crisis Averted
ABA - Destinations Magazine - September/October 2019 - Totally Family
ABA - Destinations Magazine - September/October 2019 - 15
ABA - Destinations Magazine - September/October 2019 - FMCSA Exclusive
ABA - Destinations Magazine - September/October 2019 - History Comes Alive in Omaha
ABA - Destinations Magazine - September/October 2019 - 2019 Scholarship Recipients
ABA - Destinations Magazine - September/October 2019 - 19
ABA - Destinations Magazine - September/October 2019 - 2019 Best of the Best
ABA - Destinations Magazine - September/October 2019 - 21
ABA - Destinations Magazine - September/October 2019 - 22
ABA - Destinations Magazine - September/October 2019 - 23
ABA - Destinations Magazine - September/October 2019 - 24
ABA - Destinations Magazine - September/October 2019 - 25
ABA - Destinations Magazine - September/October 2019 - 26
ABA - Destinations Magazine - September/October 2019 - 27
ABA - Destinations Magazine - September/October 2019 - 28
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ABA - Destinations Magazine - September/October 2019 - 30
ABA - Destinations Magazine - September/October 2019 - 31
ABA - Destinations Magazine - September/October 2019 - 32
ABA - Destinations Magazine - September/October 2019 - 33
ABA - Destinations Magazine - September/October 2019 - The Canadian Rockies’ Lesser-Known Parks
ABA - Destinations Magazine - September/October 2019 - 35
ABA - Destinations Magazine - September/October 2019 - 36
ABA - Destinations Magazine - September/October 2019 - 37
ABA - Destinations Magazine - September/October 2019 - 38
ABA - Destinations Magazine - September/October 2019 - 39
ABA - Destinations Magazine - September/October 2019 - Tour Stop: Meet the Makers of Baltimore
ABA - Destinations Magazine - September/October 2019 - 41
ABA - Destinations Magazine - September/October 2019 - 42
ABA - Destinations Magazine - September/October 2019 - 43
ABA - Destinations Magazine - September/October 2019 - City Guide//
ABA - Destinations Magazine - September/October 2019 - 45
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ABA - Destinations Magazine - September/October 2019 - 70
ABA - Destinations Magazine - September/October 2019 - Gaming
ABA - Destinations Magazine - September/October 2019 - 72
ABA - Destinations Magazine - September/October 2019 - 73
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ABA - Destinations Magazine - September/October 2019 - Cover3
ABA - Destinations Magazine - September/October 2019 - Cover4
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