DEFINITION OF A CRISIS A Crisis is a generally unexpected company-related event of a nature or magnitude that meets all of the following conditions: Interrupts normal operations or conduct of business. Requires an immediate, coordinated response. May require decision-making at higher management levels. Has the potential to quickly focus extensive news media and public attention on the company.

“IF YOU ARE NOT SURE IF AN EMERGENCY AT YOUR SITE IS A CRISIS, TREAT IT AS A CRISIS.”

ELEMENTS OF A CRISIS: A TRIGGER--Every crisis has a trigger, an unexpected event that may alter how people view your organization. A THREAT--Human lives may be in peril; property or the environment may be at risk; the company may experience financial loss; the company’s image may be compromised. AN UNCONTROLLED SITUATION--The event must involve turbulent circumstances that make the situation beyond management’s control for some time. URGENT ATTENTION--If the first three elements are present, your company must respond at once to protect itself.

POSSIBLE INCIDENT RESULTS: UNSATISFACTORY NEWS REPORTS. POOR PUBLIC IMAGE. EMPLOYEE DISCONTENT. INCREASED CONCERN OF GOVERNMENT OFFICIALS.

SOLUTION: DEVELOP A COMMUNICATIONS PLAN FOR EMERGENCIES. TRAIN THE PEOPLE INVOLVED. DRILL THE PLAN.