“Don’t let your response become the story” is a favorite saying among crisis communications experts. What you do after a disaster can go a long way in saving or ruining your company. 

After the July 6 Lac-Mégantic train derailment that killed about 50 people, the train company CEO didn’t visit the community until four days later. He blamed a fire department for contributing to the disaster, joked about a fear of getting shot, and was rude to the media. As one person told reporters, “I feel like he just don’t care.” 

That won’t happen if you follow these eight basic steps of crisis communication: 

Have a Plan

In my role as the lead crisis communication manager for a nuclear power plant, I coordinated a staff of 100. Each had a role and was well trained. We never had to say “Now what do we do?” We successfully used the approach across the utility for power outages, supply shortages, industrial accidents, Y2K and after the 9/11 terrorist attacks prompted heavy media interest in nuclear plant security. 

Be First

Whatever happened, it happened. So own it and get out in front of the story as quickly as possible. Become the first and best source of information so people will have confidence in you. 

Be Honest

Truth runs for daylight (i.e. Lance Armstrong, Ryan Braun, Alex Rodriquez). As an old Japanese proverb says, “The reputation of a thousand years may be determined by the conduct of one hour.” 

Show Concern and Caring

Studies show empathy and caring count for 50 percent of people’s feelings about the credibility of a spokesperson. The head of BP was seen at a yacht race while his oil well was spilling millions of gallons of oil into the Gulf of Mexico (11 people were killed). He once spoke about how he wanted his life back – you can imagine how people whose lives were forever changed felt about that. 

Think “People”

The “victims” of a disaster are human beings who are hurting, both physically and emotionally. Talk to and about them. 

Speak to the Emotion

Upset people will be angry people if you ignore their feelings, something you may have experienced with a spouse or loved one. One utility CEO, after a young child was killed while fooling with a piece of their equipment, stated, “Our lawyers say it’s not our fault, but we’re going to act as if it is.” The company was praised for its compassionate response. 

Detail Your Action Plan

Tell people exactly what you are doing to alleviate the crisis. Knowing what to expect will ease their anxiety. One airline study found people caught up in delayed and diverted flights were most upset by the airlines’ “inability or refusal to explain.” 

Say You’re Sorry

Your lawyers will disagree, but you can be sorry that something happened without admitting that you did it. As communications expert and PR veteran Harlan Teller once said, “It doesn’t make any difference what you do, how you act, whether you accept blame, take responsibility or don’t take responsibility. You are going to be sued. So the issue becomes, how did you behave and what was your conduct all about?” If it is your fault, a sincere “I’m sorry” is necessary; you learned that as a child. 

And finally, remember that good PR will never replace good performance. If you don’t want to see it on the front page, don’t do it. To stay out of the spotlight, take the steps necessary to help prevent disaster in the first place.