The Team
The crisis communications team should consist of the following:

• The CEO or President of the company should be at the head of the crisis communications team. It is usually this individual who the public looks towards to make an official statement regarding the crisis or situation (this statement often comes from the PR director). In addition, he or she is also responsible for making key decisions involving the company.


• Public Relations Director. Your PR Director or Communications Specialist is perhaps the most crucial member of your crisis communications team. He or she should have training in crisis management. This is generally the individual responsible for writing statements and coaching other members of the company on what to say or not to say to the media. The PR Director usually already has media contacts and is responsible for contacting the media and works as the liaison between the company and the public.


• Human Resources. Your Human Resources director should take on the role of internal communications by keeping employees up-to-date and informed on the nature of the crisis and the outlook thereof.


• Other staff as necessary. These members may be responsible for any other tasks the PR or Human Resources director deems necessary.

In some cases, smaller companies may not have PR Directors or someone specifically for communications. In this case, a company spokesperson should be designated. This person will be the liaison between the company and the public. In addition, if the PR Director doesn't want to be the company spokesperson, he or she may want to assign someone else and coach them on what to say.

Training
Once you have your team in place, each member of the team as well as each employee, teacher, or person in charge should be trained on each aspect of your plan for dealing with the media and communicating the crisis. This includes assigning roles (who will contact the media, who will be the spokesperson, who is in charge of contacting employees or parents, etc). It would be wise to hold a staff or faculty meeting (or several) to go over the emergency response plan and answer any questions in order to make certain everyone is clear.

Everyone on the team should be aware of the following when communicating with employees or the public:

• Your organization's policies and procedures.


• Each member should stay within the realm of their responsibilities. So, the HR director shouldn't be speculating on legal advice or outcomes unless part of his or her responsibilities involves communicating for the legal team.


• Tell the truth always and admit it if you don't know answers.


• Remain as professional as possible at all times. Remember that the communications team represents the company or organization.

In the event a crisis should occur, it's important that all members of the communications team are prepared. This is accomplished through training that includes meetings, handouts, and practice.

For more information about public relations and related topics, visit the following websites:
http://101publicrelations.com
http://www.publicrelationsideas.com