Chapter 3 Crisis Communication A Casebook Approach Communications to Prevent Crises Prodromes Warning signs Prevention is the best cure for a crisis A strong people centered corporate culture rather than a profit centered one is also an effective crisis prevention tool Corporate Culture The way an organization does business Pay attention to others when looking for prodromes The News Media media need and want Before a crisis or at the onset of a crisis you must anticipate wat the news There is a fine line between news and entertainment Crises make for entertaining news Never say no comment to the public Refusing to comment appears to be an admission of hiding information or even guilt If there is some legal reason for not revealing certain information explain this as much as possible and promise to reveal the information at a specific time Do not assume that the crisis story will go away Internal Publics Companies and organizations are wise to develop programs designed to achieve the following objectives with internal publics particularly with employees Employees must learn what positive performance is and how it will benefit the organization and the employee Employees also need to know the consequences of a job well done and of a job poorly done including consequences to the company and to the individual employee Employees must learn what the job priorities are Positive performance must be rewarded Poor employee performance should be punished Punishment for good work must be avoided Help employees cope with personal problems Large companies have employee relations departments to cope with issues surrounding employee problems and employee benefits Customers Consumers Generally a business has five primary objectives designed to build sales and gain loyal customers Keep the old customers Attract new customers Market new services and products Handle complaints swiftly Organize outreach programs Educate customers The Nordstrom Consumer Policy Known for its customer is first policy Employees are instructed to make a decision that favors the customer before the company They are never criticized for doing too much for a customer but they are criticized for doing too little The corporate organizational chart shows customers at the top of an inverted pyramid and the co chairs at the bottom Return policy If a customer is dissatisfied with a Nordstrom purchase for any reason the store takes it back with no questions asked Employees customers and even other publics may be included in regular communications through social media such as Facebook groups