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10 Tips for Communicating an Environmental Crisis
- Accept responsibility for real and perceived environmental risks at your facility.
The time to develop a public relations program is not after the incident happens. Facilities should already have a plan that addresses crisis communication. Companies that isolate themselves in times of crisis will be blamed by a distrustful public.
- Effectively communicate the actual risks at your facility.
Companies that openly and honestly deal with the press and the community are apt to receive fair coverage resulting in improved public perception and trust—even in the face of problems.
- Don’t underestimate the media and community action groups.
A key ingredient in effective communication with the press is professional familiarity. Prepare a list of press, local officials, and active citizen contacts. The company spokesperson should cultivate relationships with these people so that open, honest, and informed dialogue can prevail.
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- Designate a facility spokesperson in the event of an emergency.
The best of plans will not work unless a competent spokesperson has been chosen. Employees should know the identity of the designated company spokesperson and should understand that the spokesperson handles questions from the press.
- Develop a written community public relations policy.
To help your facility develop an effective program, and to improve your ability to communicate the essential information in times of crisis, the company and/or facility should have a written policy statement. The policy should reflect the company’s commitment to provide up-to-date, accurate information to the press, employees, and to the general public in the event of an accident at the facility. Note: The policy statement should be reviewed by the company attorney.
- Take advantage of opportunities to reach out to the community and press to cultivate relationships.
Phone calls to local press, open houses, article suggestions, social interactions, and effective use of your website and social media can all be used to cultivate these important relationships. Define these elements in the plan, be sure to schedule facility open houses, and periodically mail, e-mail, and post on your website and any social media you use important facility news information as part of your public relations program.
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- Make sure your employees are aware of emergency response activities and risk reduction measures at your facility.
Aside from the safety reasons for your workers to be aware of emergency and risk reduction measures, in many cases, employees live in the community that your facility is in. They can be the best or worst spokespeople about your company’s values and priorities.
- Prepare a background document about your facility.
A package of factual information about the facility and the company should be prepared and assembled. At a minimum, the correct name of the company, number of employees, age of the facility, description of facility operations and processes, safety record, products, risk reduction measures, environmental and safety and health program information, chemical hazard information, community contributions, maps, photos, and the name and phone number of the company spokesperson should be included in this package.
- Develop an interview policy.
The company should define how interviews will be conducted in the event of an emergency. The best plan of attack is to conduct a press conference session that will include a statement to be followed by brief (2 to 3 minutes) interviews with important media representatives. The media should know that you will have a press conference and/or field questions at a certain time. This action prevents the media from badgering you with questions as you try to perform your company or emergency response duties.
- Practice the plan.
Planning alone is not enough. Your crisis communication plan must be practiced. Written exercises and simulations are both excellent training tools to ensure that the plan works. Identify 10 of the most difficult questions you might get during an environmental crisis at your facility and be prepared to answer them.