It’s Good to Talk: Communicating in a Crisis
Posted by Ben Pritchard on Wed, Dec 16, 2009
Communication saturation has become as normal and vital as
breathing, especially in the business world.
We need efficient and constant communication channels both internally
and externally for our organizations; as well as with colleagues, partners,
vendors and customers.
Put simply, communication makes our business more effective
in every way, even allowing for the stream of inappropriate and occasionally
funny emails that circulate within every office.
A communication breakdown can worsen the immediate and
lasting effects of a disaster. So, the question I have is: how will you
communicate in the midst of a crisis? How will you get your employees back to
work if you cannot get in touch with them? How will you get the resources
necessary to recover if you can't talk to your vendors? How will your business
survive if you can't reach out to your customers? If you don't have a solid answer
to these questions then your business could be circling the drain.
Don't wait until your office is a glowing hole in the ground
to start wondering how to communicate with the world. The key is planning. With
that in mind, here are a few ideas:
- Define the essential individuals you need to
communicate with i.e. employees, customers, and vendors.
- Identify appropriate and effective forms of
communication for each group.
-
Build an emergency contact list for employees
and key vendors that includes home and mobile phone numbers, personal emails,
and family contact info.
- Set-up an Alert Notification System (there are a
number of vendors out there, plus Agility provides one as part of our standard
membership). Be sure to share its purpose with employees and test the system regularly.
- Determine how you will contact your customers as
well as how they can contact you. Don't let them call in to a dead line; you'll
lose a lot of customer confidence in a very short space of time.
Once you have identified the key contacts from each group,
start working on your media choices. For example:
- Employees - text messages, emails, Twitter (see,
it does actually have its uses after all!), online message boards, phone trees
(delegate responsibilities for calling within your organization).
- Customers - in addition to emailing and Tweeting,
think about placing announcements with local newspapers, TV stations, radio stations
and your own website. If your building is still standing then put up notices
there. You should also have contact information for your customers, so email them
and, if you can, follow-up with a reassuring phone call to inform them of the
current situation and what you are doing to resolve it.
- Vendors - to be honest a combination of any of
the above would be effective. Contact them, tell them what you need, and tell
them the best ways reach you.
- For all of the above make sure you get an
effective phone redirection strategy in place and get it working as soon as
possible following a disaster. A disconnected phone line can lose you
customers, panic your employees, and even lead to your vendors allocating the
resources you need to other clients.
The caveat I would place here is that it is important not to
get carried away. If you go all out and try to do everything listed above,
things are likely to get complicated. Take
a good long look at the most effective channels of communication that are
appropriate for your business, and stick with them. Incorporate this communication
plan into your larger disaster recovery strategy, and make sure to communicate
your disaster recovery plan to the people who will be required for it to work,
and then practice it. And, as always, be prepared to improvise, adapt and
overcome.
Happy DR planning! Have a wonderful, safe and
disaster free Holiday Season!
- Ben Pritchard
Agility Recovery Solutions
Agility Disaster Recovery & Business Continuity Solutions
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