Even the most admired, well-run organizations can find themselves in situations that require them to communicate quickly and sensitively.
In the worst scenarios, they can become embroiled in a controversy that threatens their reputation. Crises can take many forms -- from an earthquake or building fire to lawsuits or accusations of management impropriety.
A crisis communications plan is like an insurance policy -- you hope you never need it. But like insurance, it can be invaluable if an unfortunate situation emerges. How an organization responds to a potentially negative situation can actually have a greater impact on its business and reputation than the crisis itself.
The marketing and communications department recommends establishing a crisis team, developing policies and procedures for responding to a crisis, and meeting periodically (e.g., once or twice a year) to ensure everyone understands his or her specific role. We also can periodically create “crisis scenarios” that may enable HomeAid to actually prevent a crisis from happening at all.
