Leading through a crisis
I spoke at the Colorado Business Protection Summit last Friday, which focused on helping businesses create contingency plans in the event of a sudden evacuation or other emergency.
As in other parts of the country, fires, floods and natural disasters have emphasized the need for people to analyze what to do in crisis situations.
During any difficult situation, whether caused by mother nature or a hostile business takeover or company reorganization, the need for strong leadership is paramount. A lack of leadership during a crisis that is evident.
What is the best way to overcome a crisis?
First, acknowledge the problem. Make sure that you, as the person in charge, understand the real issues and the true nature of the crisis.
Second, articulate possible courses of action and possible outcomes so that everyone understands what is at stake. Ask the “what if?” questions and get factual answers.
Third, work out your strategy with your team. Ask for their opinion. Plan what you need to do. Look at their policies. Have you already planned this situation? Has anyone else figured out what needs to happen already?
Fourth, keep your family and team informed. Provide information as soon as it is available. People crave information in uncertain times. They want to know that you, their leader, know what’s going on and that you have a plan to handle what happens. You have to support and protect your employees, and that means giving them good information when you know it.
Fifth, implement your crisis communication action plan. Have a plan to provide communication updates when normal channels may be disrupted. Have backup copies. During September 11 and the Colorado and California fires, cell phone coverage dropped and people fretted for hours without news.
The time to create a business communication plan is before the crisis, not during. The time to learn to use Twitter is not when you are trying to find out if your home is in an evacuation area. Communication methods are only effective if they are already in place and people know where to go to learn more.
Do you have a way to get information quickly to everyone in your organization? The military uses call lists and phone trees. You can use a Twitter hashtag, Facebook notifications, or an email macro, but whatever you decide to use, it has to be a method that reaches your people. You can also host informational meetings, either in person or online, such as a Google Hangout, Skype, or conference call. Have a way for people to ask questions and get reliable answers.
When communicating with your employees or external audiences, be specific, stick to the facts, be honest, and be timely. We just saw this happen with the Virgin Galactic accident. Sir Richard Branson, the face of the company, acknowledged the loss when he said, “We are grieving.” He said they didn’t know what happened (he’s honest) and promised to appear to investigate the issue. He gave people his message and he did it right away. If you are not in control of your message, who is?
Leaders respond to crises immediately. Providing information, such as “your neighborhood is in an evacuation area” a few hours later renders it useless. Being timely and proactive increases confidence.
Leaders know that people need them most during a crisis. Great leaders step up to control reactions, reduce uncertainty, and solve problems.