Information should be distributed via your website, social media and in some cases face to face briefings.
The First 30 Minutes:
Release statement 1:
If a public facing issue, a statement from the company’s MD or CEO must be released as soon as possible. This should be pre-prepared in times of crisis.
All social media should reflect/acknowledge the current crisis. All marketing on hold and all calls diverted to voice mail which informs that a serious incident has occurred.
Release statement 2:
A second pre-written statement should be released confirming the accident has taken place including some more detailed information than statement 1.
Incident report form/ fact sheet:
This should be completed, providing details of the incident. Not to be used for general release – for internal use only.
Emergency news conference
The initial News Conference will take place in pre-determined location within the first three hours of an accident/incident occurring.
It may be necessary to conduct subsequent news conferences at the accident site or the country where the accident has occurred.
Release info timeline
Here is an approximate guide to how your crisis communication information timeline would look:
Statement 1 - Released with message posted on social media and website to confirm the incident has happened.
News release 1 - Acknowledging statement 1 confirming awareness of incident
Statement 2 - Release holding statement confirming incident takes place and its basic detail
CEO video briefing - showing concern and desire to help those effected
Internal staff briefing
CEO News briefing - Within 2 hours of incident
News release 4 - 2 hours after incident
News release 5 - 4 hours after incident
News conference - 3-4 hours after incident
CEO to travel to incident site if possible
Regular news releases to follow as more information becomes available
Social media templates
Immediate steps to take:
Be aware that it is not possible to respond to all questioning on social media. Templates of social media responses should be drawn up for the purpose of Direct Message responses and social media updates.
We hope this guide gives you an insight into a media crisis plan. For more information on how we can support your business in times of crisis visit our Crisis and Issues Management page or feel free to contact us at email@example.com.