Issue link: http://palletcentral.uberflip.com/i/1115386
palletcentral.com PalletCentral • March-April 2019 31 "Help your team understand the importance of preparing and at least get them to agree in principle that these things do matter," Kral said. "By establishing that consensus now, things will move much more smoothly in a crisis – when you need them to." Build Relationships Another key element of your playbook is a plan for outreach to key stakeholders. Crafting a good reputation in the eyes of your community really pays off when your reputation is on the line, so this outreach should be an ongoing activity. Set yourself up for success now, and don't let a crisis be the first time you meet the chief of police or the mayor. Involve first responders in your planning by inviting them to your business and walking them through potential scenarios. This helps both you and them be more prepared when the unthinkable happens. Prioritize Your Audiences Throughout your planning process, it's important to focus on the audiences that are most valuable to you. Employees and their family members should be a high priority, so it's important to draft messaging in advance that's specifically tailored to them and addresses a variety of potential crisis scenarios. Similarly, draft unique messaging for your customers, elected officials and community leaders. And identify in advance which members of your crisis team are responsible for which stakeholders. "This also allows you to create a sequence to the stakeholder out- reach – who needs to hear from us first," Kral said. "It's also impor- tant to build a good relationship now with those stakeholders. The first time they hear from you should not be when there's a crisis." It's tempting to think of media as a key audience, but they're actually a channel for reaching your prioritized audiences. And remember that there are always other – and often better – ways to reach your audiences. A simple phone call is a genuine, personalized way to show that you value and care about your stakeholders and want to make sure they receive the right information. Sending emails, group texts or even calling an urgent face-to-face meeting are further ways to keep stakeholders and employees in the know throughout the process. Planning is the Key By FleishmanHillard iStockphoto.com/olm26250 Ask yourself: if you are not on site when something happens, does your team know how to communicate? Your plan should be written down, shared and practiced so everyone on the team is comfortable with it.