Developing a Crisis Communication Plan is Absolutely Necessary

A viral outbreak...                      A devastating fire...        Or, the death of a pet at your facility...

Although none of us want to think of these unpleasant possibilities, any number of unforeseen incidents can occur during the daily operation of a pet care facility. However, how you respond to these crises can dramatically impact the reputation and health of your facility.

Many businesses - regardless of size - tend not to plan for crises. However, crisis communication plans should be part of every marketing and public relations plan. The damage from poorly responding to a serious issue in a pet care facility could be irreversible to a business and its reputation.

Many businesses - regardless of size - tend not to plan for crises. However, crisis communication plans should be part of every marketing and public relations plan. The damage from poorly responding to a serious issue in a pet care facility could be irreversible to a business and its reputation.

While it is impossible to plan for all incidents, it is important to think out critical steps to follow should a crisis happen. Consider all possible negative scenarios and how your facility will respond to each of these scenarios. Write out each step and response that needs to take place. This will allow your staff members and you to respond calmly and decisively. When developing a crisis management plan, communication is crucial. Consider who will communicate with your employees, customers, media, enforcement officials, and other key constituents; what messages and details will be communicated; and, what methods of communication will be used.

It is the responsibility of the pet care facility owner and/or operator to ensure that each employee is trained on how to address crisis situations. Pet Care Service Association has received calls from the media indicating that some facilities have refused communication after a crisis has taken place in their facility. However, the first rule in crisis management is to not ignore the situation. It is not going to go away. It has to be addressed.

The following are a few steps to take when developing a crisis communication plan:

• Anticipate a crisis by strategically thinking about what might happen and how the situation can be effectively managed. Document communication protocols for all conceivable crises.
• Identify and prioritize key audiences (such as staff, custom­ers, investors, vendors, etc.). Consider and document what type of information should be communicated to each audience type.
• Have on file, in an easily accessible place, key company information such as employee contact information, profiles for business owners and management staff, as well as information about the company's services. In the same file, have phone numbers for other stakeholders such as for other company locations, key vendors, customers, media, and others who may need to be contacted during the crisis. Have a printed version of this data as well as a file that can be maintained on the Web and accessed remotely. Keep this data updated on a regular basis.
• Practice your crisis plan for each possible scenario with your staff at least once a year and review the plan with each staff member on a regular basis. It is recommended that the crisis management plan be reviewed monthly.
• Communicate with a unified voice. This is best done by having a designated spokesperson who is trained with key message statements for each potential scenario.
• Communicate early and often and be open, honest, and direct with all stakeholders. Be proactive and not reactive. Determine communication methods that will be used in advance (i.e., whether via press conference, phone, Web site, etc.).
• Keep the message simple and straightforward so that all can clearly understand it. Be able to succinctly define the nature of the issue.
• Regardless of the situation, remain calm and do not panic.

According to Gartner Inc., a leading information technology research and advisory company, only 25 to 35 percent of all small businesses have a crisis management plan in place. Gartner's research also indicates that two out of five businesses that are impacted by a crisis go out of business within five years of the occurrence. However, with careful planning, proper training, and communicating efficiently and with confidence, businesses - even your pet care facility - can survive a crisis with its reputation intact.

Source: The Marketing Brief Pet Services Journal May / June 2008