Reacting Effectively in a Crisis

While it is crucial to react as quickly as possible in a crisis situation, even more important than the timeliness of a response is the response itself. Responding quickly does not help a company if that response does not adequately deal with the issues at hand. In essence, those dealing with disaster should respond in a timely manner while at the same time being the most effective with their response, according to an article by

Response Speed

Response time is critical; that is a given. No one can fault an organization that rushes to advise the media in the wake of a disaster or crisis. This realization makes knowing what you want to say beforehand even more important. No one can predict when a crisis will happen or the severity of the event. Regardless of the unknown nature of a disaster, administrators can plan pre-scripted responses beforehand and then tailor those responses to fit the situation when needed.

Response Tone

Response tone fits in well with the pre-scripted responses. Even more important than the tone of the response is who gives it. A response to a negative event has more power behind it when coming from a company executive as opposed to a low-level worker. That is why crisis managers at many corporations are high-level executives. They must be near or on almost equal terms as chief executives to allow them the power to adequately protect the company’s assets. They are also the ones who deal with the media and thus have to be of a high enough level that their words mean something.

Social Media

With the coming of sites such as Facebook and Twitter, social media has taken center stage in disaster response. Just like a lack of response in the real, non-cyber world would garner a negative response from both the public and media, so too will a non-response on social media. Not only that, but if a company does not respond adequately on the Internet as to the how, why, and what is being done about an event, someone will inevitably comment on the situation, often negatively. It is better for companies to give a response about a crisis they are linked to and thus take control of the situation rather than let someone else comment and lose that control.

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