Issued by: Wisdom Keys Group


“Many communication specialists go into panic mode when the media publishes any information which is considered damaging to the image or reputation of their client's organisations, but with proper planning, this should not be the case. As a communication specialist, one should be aware of all the issues that are simmering and waiting to explode within an organisation, and have an appropriate plan for each of these issues,” says Machebe.

Machebe advises communication specialists to also bear in mind that each “issue” needs a trained, articulate and honest spokesperson who will readily address the media by providing facts and stating what the standpoint of the organisation is. “The last thing the media wants during a crisis is speculation or personal opinion. Therefore, it is wise to engage the media only once the facts have been established, and the spokesperson is briefed and ready,” says Machebe.

Another factor to consider as one puts the plan together is to have a stakeholder notification system in place as no stakeholder wants to learn of organisational issues through or from the media. “Remember that the most important stakeholder is internal staff and the organisation's Board. Within the communication's team, someone should play the role of informing all key stakeholders of what is happening and why. It is critical to ensure that the so-called crisis management plan is aligned to both the stakeholder management plan and media relations plan,” advises Machebe.

In conclusion, Machebe says that a plan is not necessarily cast in stone and that flexibility is crucial if one wants to ride out the storm with a smile. “Prepare for all eventualities: face-to-face and telephonic interviews; television and radio interviews; email, fax, sms - this is an opportunity, not a crisis, use it wisely!” says Machebe.

Machebe was addressing a group of Communication Specialists on Friday, 10th October 2008 at a Conference which took place at the Protea Hotel Balalaika Sandton. Other speakers were Deborah Patta from e-news, Pat Senna from Nissan South Africa, Laine Barnard form 8 Seconds Branding & Design and Louise Marsland from Bizcommunity.

For more information contact Nomia Machebe at Nomia@prdynamics.co.za.

Visit our PRESS OFFICE: The Wisdom Keys Group is a Business Marketing Consultancy providing a full spectrum of services from strategy to implementation. Wisdom Keys offers a 361°communication solution- including PR, advertising and activations plus added that business insight.- more....

[15 Oct 2008 17:31]

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