Issue link: http://palletcentral.uberflip.com/i/1115386
32 PalletCentral • March-April 2019 palletcentral.com A Crisis Won't Wait for You Today, crises move faster than ever. In fact, a study shows that 28 percent of major crises go global within the hour and 66 percent go global in 24 hours. A rapid response – informed and supported by plenty of advance planning – is critical. Social media is a great way to not only reach your audiences quickly, but also monitor the public conversation. Used correctly, social media gives your business a powerful voice and a direct line to the people you need to reach. While you don't need to be an expert in social media, it is helpful to understand the impact it has on your business, especially in times of crisis. "Ask yourself: if you are not on site when something happens, does your team know how to communicate?" Kral said. "Your plan should be written down, shared and practiced so everyone on the team is comfortable with it." Don't Let a Crisis Define You Most of the time it's mishandling of the crisis – not the crisis itself – that damages companies' reputations. A poorly managed crisis can quickly lead to employee resignations, interference from interest groups, attacks by competitors and intervention by government regulators. Be the champion of your crisis plan; take it seriously and your team will follow suit. Be the advocate for employee safety and enforce standards that will reduce your business' crisis risk. In times of fear and confusion, your employees will look to you for direction; be the leader who's prepared to point the way. Get Honest, Effective Counsel When crisis hits, know you're not alone. The NWPCA is here to help. With many resources and counsel from experts like Ed Kral and the FleishmanHillard team, we want to ensure that you're prepared for whatever may come your way. Contact staff with any thoughts, questions or concerns you may have about your business's crisis plan. PC COMMUNICATIONS