What do you do when the worst happens and an accident or other crisis occurs at one of your jobsites? If not handled properly, the reputation of your company could be at stake. However, with proper planning and an appropriate response, a crisis doesn’t necessarily mean disaster in terms of your standing in the community and with your clients. The key is to develop a plan for responding to a crisis before the crisis occurs. In your planning process, try to consider several scenarios in which a crisis could occur and devise a plan to respond to each one. Decide who will be the spokesperson, what you will say, what you will do. This will enable you to respond quickly and appropriately when faced with a volatile situation.

Realize that during a crisis, the media could be either your friend or foe, depending largely on how you respond and how you treat them. Try to build relationships with local journalists so they know you and your company long before a crisis occurs. That way, when the unexpected happens, a relationship already will be established. They will know your company and know what you do, and their story will likely reflect that.

If a Crisis Does Occur

• Appoint one individual to serve as a spokesperson. Having one spokesperson prevents conflicting messages from being communicated to the media and avoids confusion in identifying who has the authority to say what.

• Be honest and forthright in what you say. It is better to acknowledge that a mistake has been made and explain what you are doing to address the problem than to try to cover it up. If you are not sure of something or don’t know the answer, say so.

• Do not say “No comment.” It makes you look evasive and defensive and breeds hostility among reporters. If you cannot comment on something, explain why.

• Make sure all key personnel are able to stay in touch via cellular phone at all times and give reporters a way to reach your spokesperson after hours.