Business essential

creating an effective crisis mangement strategy

建立一个有效地的危机管理战略

 

Getting started：

When companies experience a major problem that threatens their business,they need to react quickly and effectively to protect their reputation.providing clear information to customers and the media can build support and help the company to recover quickly. An important part of the process is having a crisis mangement strategy in place before problems occur.

当公司遇到损害声誉的问题时，他们需要快速反应，做出保护声誉的行动。明确的向顾客和媒体传递真实的情况，取得他们的支持，帮助公司快速恢复声誉。重要的是在问题发生之前，要提前建立危机管理战略。

 

FAQS 常见问题解答

Can crises really be managed?

危机能控制么？

 

Yes. Remember that you’ll be fighting on two fronts to some extent:clearly you need to be tackling the problem that has cropped up so that it is resolved as quickly as possible ;you also need to protect you brand and reputation.

While in some cases it is possible to see a problem coming, in many cases difficult situations tend to ‘erupt’ without any waring. having a cohertent strategy in place to deal with such evtens can make the difference between you bussiness weathering the storm and it being dealt a knockout blow. Today’s 24-hours cycle means that good and bad news travels fast, so you need to be prepared and go the minute a crisis hits.

是的。在某种程度上看，有两个方面要始终牢记：第一，你需要处理已经出现的问题，使其尽快解决；第二，你需要维护品牌的声誉。

有时候，你可能发现问题正在出现，许多情况下危机的爆发是没有征兆的。有一个适当的战略，能影响到你公司的生死存亡。在今天，糟糕的事情可能在一天时间内传遍全球，所以你需要做好在危机发生时解决危机的准备。

 

How should we handle media enquiries in diffcult times?

危难时我们怎么处理媒体的质疑？

 

So that your organisation presents its side of the issue professionlly and calmly,nominate one person(probably someone from your publicity department) to deal with the media. That person should be thoroughly versed in your management plan and well briefed on the crisis being dealt with. Channelling all enquiries via this person will give the media a welcome point of contact and also make sure that a consistent point of view is offered.

为了应对媒体时显示出你们组织的专业和冷静，推荐一个人作为新闻发言人应对媒体，这个人可以是宣传部门中的一个人。新闻发言人要十分清楚你们的管理计划，并能全面的介绍危机处理方案。由一位新闻发言人应对所有质疑，能够给媒体一个友好的联络点，同时，要确保发言人陈述的观点前后一致。

 

Making it happen nip potential crises in the bud.

在危机刚发生时终止。（将危机遏制在萌芽时期）

 

Halting a crisis before it takes hold is the best way of dealing with it. that is,of course easier said than done.problems like poor financial performance,strikes,product recalls, and distribution problems usually show up on the corporate radar some time before the storm hits, but crises such as extreme weather or acts of GOD can be nigh on impossible predict.

The process of planning how to manage a crisis will help you to identify potential sisks and–hopefully-make changes that way actually prevent a crisis. Planning for crisis management has thee preliminary objectives：

1.      identifying problems that may cause s crisis in the first place

2.      assessing the potential negative effects on the company or the barand

3.      taking positive actions that reduce the risk

 

在危机发生之前终止危机，是最好的处理方法。但是，说来容易做来难。类似经营业绩不佳、罢工、产品召回、薪酬支配的问题，有时会在风暴来临之前，暴露在负责人面前。但是，类似极端天气、天灾，发生时上帝不会作出预言。

制定计划的过程，有助你查找潜在的危机，和改进的方法，实际上就消灭了危机。

危机管理计划有三个预定的目标：

1、识别可能最初引起危机的原因

2、评价可能给公司或者品牌带来的负面影响

3、采取最积极的办法降低风险

 

Draw up a plan in advance

提前制定一个计划

The key to successfully protecting, and even enhancing,your company’s reputation is to have a plan in place and to train your staff for a crisis situation in advance.

成功保护品牌的关键，乃至提升公司的声誉，需要一个合适的计划，并且提前做好危急情况的模拟训练培养训练你的员工。

Your plan should outline your approach to crisis management and should describe the nature of the brand and the corporate reputation that you want to protect. Thinking through some potential problem situations is a good way to get the ball rolling. For example,what would you do if you found that you organisation was in breach of environmental legislaiion? How would you deal with the press fall-out surrounding a profits warning? Hou would you react if fire or flood meant that you couldn’t make the deadline on the biggest contract of the year?

你的计划必须简明扼要，类似于危机处理办法，并且说清楚你要保护公司品牌、公司声誉的性质、意义。通过一些潜在问题，找到解决问题的最佳方法。举例说，如果你发现你服务的公司违反了环境保护条例你会怎么做？你如何处理新闻界围绕上市企业的盈利警告所做的争吵？如果你因为失火或者洪水泛滥，导致最后的期限来临时你年度最大的订单不能履约怎么办？

 

The plan should include:

计划应该包括

Assessment of potential risks 潜在风险评价

The members of the crisis response team 危机应急团队成员

Responsibilities of the crisis response team 危机应急团队责任

Step-by-step action plan and checklist 分步实施的行动计划和检查表

Crisis communication plan 危机沟通计划

List of key media 关键媒体名单（译者注：重要媒体、核心媒体）

Plans for crisis training 危机处理预演计划

Media training 媒体沟通训练

Development of backgroud material for media information 新闻通稿（为媒体准备的事件背景材料）

Holding statements for a variety of risk scenarios针对风险事件发布的声明

 

What you’re aiming for here is an action-oriented frame. work that can be adapted to most crisis situations. don’t try to work out an overly prescriptive document that covers every single problem you can think of: it’s unrealistic. also make sure that you take the advice of key people throughout the business as you build the plan; while the senior management team will have a comprehensive overview of how the business functions,they may need help details and information on how work progresses on a day-to-day basis. Tap into the knowledge of all relevant staff so that your plan doesn’t fall at the first hurdle.

搭建一个以行动为目标的框架，适合大部分的危急情况。不要试图制订一个过于指令性文件，涵盖你要考虑到的每一个问题，这不切合实际。而且你要确保你的计划采纳了关键人物的建议；当高级管理团队有了一个综合性的商务之后，他们可能更需要在日常基础工作中的细节、信息。积聚全体员工知识、智慧，会使你的方案不会胎死腹中（在一开始就遇到阻力）。

 

Recruit members of the crisis response team

招聘应急团队的成员

After the hard work involved in creating your crisis mangement strategy,it’s time to identify the people within the business who would be called into action when an emergency arises. First, appoint a team leader,probably a director or senior manager(preferably with some prior experience of the role ) who has the necessary clout to get things done. Remember that the team leader will probably have to concentrate on the problem situation when it arises rather than his or her day job ,so alert any relevant managers that they will have to step into the breach until the emergency has passed.

在经过努力工作制定出危机管理战略之后，接下来就应该在公司内寻找能在危急时刻挺身而出的人组成应急小组。首先，要确定一个小组的负责人，可能是一个具有号召力的主管或者高层管理人员，具有处理相关经验的人员优先。在危机发生的时候，他（她）要集中精力全力以赴关注情况的进展，向相关的管理者请示汇报，甚至身先士卒充当代理人直到危机结束。

 

The team leader will then need to bring on board representatives from key operational and policy areas of the business and explain to them what their role would be should a crisis hit. A cross-functional will help you get the most from all the knowledge inside the business. For example, a PR manager will be able to deal confidently with the media; a finance director will be able to monitor budgets and commercial implications;production managers will be able to advise on operational issues. 

危机应急小组负责人在处理危机过程中，要带领来自公司各领域的代表，并向他们讲解他们应该扮演的角色、任务。跨职能的组合将给你提供全面的帮助。比如：一个公关经理在处理媒体关系时游刃有余，一个财务主管将能够监控预算和商业的影响，生产管理人员将能够提供有关生产工艺方面的帮助。

 

If your business is relatively small or you don’t have functional managers responsible for each of  those areas,you may need to identify people with relevant skills or brief an agency to provide standby support.

Your team should be able to meet the information needs of different groups of stakeholders,such as consumers,regulator,the media,employees and shareholders who would each vies a crisis from different perspectives.

如果你的企业相对较小，或者你没有为每一个领域配制专门的经理，你需要确定具有相关技能的人、或者能提供报告的代理商提供备用支持。
你的团队应该能够提供满足不同相关利益群体需要的信息，比如从各自角度争取利益的消费者、监管机构（译者注：工商、质检、证监）、媒体、员工和股东。

 

Prepare an action plan

准备一个行动方案

The action plan should outline clearly what each member of the response team(see below) should do once the crisis happens.make sure it identifies：

行动计划必须清晰地给团队每个成员陈述清楚，让他们知道危机发生的时候该做什么。

The point at which the plan will be activated. 启动行动方案的时机

Who will be alerted when the plan is activated应当紧急通知哪些成员

How the team will communicate with their main contact 组织成员怎么进行通讯联络

（gathering and then circulating information is crucial,so make sure that the team is equipped with up-to-date contact details for their contacts）收集和传播信息，是至关重要的，因此请确保该小组通讯配备、最新的详细联系方式，确保小组成员联络畅通。

 

As mentioned above,make sure there is a spokesperson in place who is ready to deal with all questions. In an ideal scenario,that person should have had media training and also be senior enough to make sure that their statements carry some weight. Although you could outsource this role to a PR agency,the action plan should identify the spokesperson who will deal with media and other enquiries. ideally the spokesperson will have media training,but they should also have the level of responsibility and seniority to make statements that are credible. Although it may seem easier to give responsitancy for this front-line role to pubic relations consultancy, it may be more appropriate for the company to handle its own media response as this demonstrates commitment to resolving the crisis.

如上所述，确保有一个适当的代言人提前准备应对可能面对的所有问题。在理想的情况下，这个人应该有媒体培训的经历和在公司有一定的级别，足以保证​​他们的发言在媒体眼中分量。虽然你可以让公关公司担当这个角色，发言人应该清楚地知道行动计划以便应对媒体和其他质询。理想的代言人应该有媒体培训的经验，他们也应该有承担责任的能力，有资历的人会使声明感到更加可靠。虽然公共关系顾问更容易担当前线的角色，比较恰当处理其自己公司媒体的反应，它可能需要公司更多的支出，但比较恰当的办法，还是由公司自己应对媒体。

 

Identify the ‘target audience’

确定信息受众群

Your crisis communication plan should be similar to any other communication plan-who do you want to reach,how will you reach them and what are the key messages. By looking at a range of crisis scenarios in advance, you can prepare a communication plan that  will enable you to keep the most important parties informed on progress in dealing with the crisis .your communication plan should cover contact with:

你的危机沟通计划包括传递的目标、怎样传递和传递那些关键信息。事先查找一系列的可能出现危机的情况，使你能准备一个信息传递计划，能和关键部门、关键人士保持信息畅通，保证你能把危机处理的进展情况及时通报。你的信息沟通计划应该包括以下人：

Customers 顾客

Suppliers 经销商

business partners 合作伙伴

the media 媒体

shareholders 股东（译者注：投资者）

 

prepare communication materials in advance

提前准备一个交流材料

if a crisis happens, you need to be able to respond immediately,the media does not care about the corporate interests of your organisation- they need to get a story in time for their deadline. So it’s important to have basic media information ready for release. Although it would be impossible to predict the detailed content, you can prepare backgroud material that fills in the gaps in the crisis story. You can also prepare a ‘skeleton press release’  that give you a framework for quickly producing a full release.

如果危机发生了，你需要能够直接回答。媒体不关心你组织自身的（译者注：公司）情况，他们需要在截稿前，把稿件发出。所以，向媒体发布的基本信息非常重要。虽然不能全面的说明情况，你能为危机事件准备背景材料。你可以准备一个“新闻稿提要”作为框架，从而快速撰写一篇完整的新闻稿。

 

be prepared for media interest

crisis management dictates that when a crisis occurs,you will have two priorities:

1. bringing the crisis under control

2. dealing with the intense media and public scrutiny

to keep your organisation’s reputation intact,you must be prepared to communicate effectively and respond immediately. when a crisis happens,it’s likely that media interest

will break as well, so you must be aware of journalist’s needs for information and deadlines. Make sure you have nominated someone to act as a spokesperson so that there is two-way communication between journalists and the company.

准备媒体感兴趣的事情：

当危机发生处理危机，你要把握两个重点：

1、 控制住危机

2、 应对媒体、公众强烈的反应

为了完整保持组织的声誉，你必须准备有效的信息传递和及时的反应。危机发生时，很可能会导致媒体兴趣的转变（关系的破裂？），所以你必须知道新闻工作者需要的资料和截稿时间，确定一个人担当新闻发言人一样的角色，负责和记者沟通。

 

Respond effectively

有效回应

Your initial press release should state that you have incomplete knowledge of the crisis details，but should describe your general approach to the crisis and promise to update the media when there is new information. Where possible you should explain why you the crisis has happened, but without speculating.

As soon as you are in a position to do so,you should state what you are doing to resolve the situation. if possible,you may also be able to describe what you are doing ro prevent any similar event from recurring. If necessary,you should explain what you are doing to  compensate any parties affected by the crisis. For example, in the event of a product recall,will you be offering customers special deals on future purchases?

你最初的新闻信息并不全面，因为你对危机的细节并不十分了解。但应描述对危机处理的方法，并对媒体承诺会及时提供最新的信息。可能的话，你解释危机发生的原因，但是不能猜测。
一旦你处在处理危机的这个位置，你应该陈述你在处理危机中所做的工作。如果有可能，你也可以形容自己采取了哪些措施避免再次发生任何类似事件。如果有必要，你应该解释你通过哪些方式来弥补受危机影响的人。例如，发生产品召回事件时，你会在未来的业务中向客户提供特殊优惠？

 

Maintain a good reputation

保持良好的声誉

Your company will survive a crisis better if it has established s good reputation-something which is built up over a period of time. when a crisis occurs,it is too late to start building relationships and credibility. Although a good reputation takes time to build,you can either strengthen or destory goodwill and reputation by the way you manage the crisis. Make sure you have a sound response plan in place and stick to it.

如果你的公司通过长时间的运作，已建立了良好的声誉，你的公司将可能在危机中幸运的存活下来。当危机发生时，开始建立关系和信誉，已经为时太晚。虽然建立良好的信誉需要花时间，你能因为处理危机方式方法，提升或者毁掉声誉。确保一个建立健全应急预案，并坚持下去。

 

Plan for post-csisis rebuilding

信誉重建

When planning, you should also look ahead to the situation after a crisis. Your medium –and long-term planning should assess the possible damage that might be incurred through a crisis. You should identify how to prevent similar crisis situation while looking to maximise recovery and minimise the damage. At the same time,you should consider the type of communications programme that would help to restore confidence in your company and its products.

制定计划时，你必须借鉴危机处理中取得的经验和教训。中长期规划应预测发生危机可能造成的损害。你应该确定如何防止类似的危机，最大限度地恢复声誉、减少损失。同时，你应该考虑信息传递渠道的建设，这将有助于恢复你公司和产品的信心。

朗读

Guīhuà shí, nǐ yě yīnggāi xiàng qián kàn de wéijī hòu de qíngkuàng. Nín de zhōngqí hé chángqí guīhuà yīng pínggū kěnéng zàochéng de sǔnhài kěnéng tōngguò wéijī fāshēng. Nín yīnggāi quèdìng rúhé fángzhǐ lèisì wéijī de qíngkuàng xià, zhuóyǎn zuìdà xiàndù de huíshōu hé jǐnliàng jiǎnshǎo sǔnshī. Zài tóngyī shíjiān, nǐ yīnggāi kǎolǜ de tōngxìn chéngxù de lèixíng, zhè jiāng yǒu zhù yú huīfù nín de gōngsī hé chǎnpǐn de xìnxīn.

 

Common mistakes 常见错误

You fail to plan in advance你的计划失败

Industry statistics indicate that a high percentage of companies who do not have a response plan in place fail to recover from a crisis. It is essential that you are prepared in advance.

产业统计数据表明，没有提前做好危机管理方案，导致声誉毁掉的企业比例很高。提前做好准备（译者注：危机管理预案）非常必要。

 

You try to win goodwill when it’s too late

当时机丧失的时候你想赢得好口碑

A crisis highlights the importance of good relations with  the media, your custmers,and your shareholders. If you have already bulit a good reputation, you are more likely to get a sympathetic response and fair press coverage.

在危机处理中，最最重要的是同媒体、你的顾客、你的股东保持良好的关系。如果你已经建立了良好的声誉，你可能会得到更多的同情和公正的评价。

 

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