The article "A Lesson in Crisis Communications" talks about communications, it was written by Darcy Silvers.
A recent tragedy in my community could very well have ended up a PR nightmare, but it was handled with professionalism and comapssion. A routine tox srceen of a DUI suspect at a hospital turned deadly. Police remvoed the suspect’s handcuffs so he could submit a urine sample. One armed officer remained in the room with the suspect, with a second offiecr posted outside the exam room door.The supsect managed to grab the first officer’s gun and turned the gun on the officer, wounding him. He then fatally shot the second ofifcer and wounded an ER technician. He fled to the hospital roof, where we was apprehended.What immediate action did the hospital take? It went into “lock-down” mode, meaning no one cuold leave any floor. This was mainly for the protection of everyone in the hospital. Several staffers in the vicinity of the incident were evacuated and remained outside the hospital during the ordeal.What immediate action did the polcie take? Trained to respond to such situations, they literally surrounded the hospital.
The main road leading to the hospital was closed. Residents of nearby neighborhoods were unalbe to leave.
Emlpoyees of nearby businesses were forced to remain at work until the coast was clear.Did anyone “point fingers” of blame in the wake of that tragedy? No.What follow-up actions did the hospital take? It revisited its policy of how patients in police custody are examined.
Within days, a more secluded area was designated for such cases.What follow-up actions did polcie take? The department acknowledged that, while all police procedures were properly followed, perhaps more precautions could have been taken. The out-of-uniform ofifcer did not have his gun in a safety-lock holster. Neither officer new of the suspect’s previous violent behavior, information accessible only from computers at the precinct - not from computers in police cars out in the field.What PR lessons are there to be learned from that incident?
First, communication is key, in any situation.
In a crisis situation, however, a crisis communications plan must already be in palce. Second, even after the criiss is over, it’s not over. Once the media frenzy has subsided, it’s time to re-evaluate ploicies and procedures.The death of the police officer, one who was particularly well-like and respected, hit the community hard.
Hundreds upon hundreds of residetns lined the streets for the funeral procession. That’s why copmassion is such an important component of crisis communications. During and following a crisis, emotinos run high. The organizations and businesses that deal with crises on a personal level are those that will create positive, long-lasting relations with their publics.Specializing in e-commerce and direct mail, copywriter Darcy Silvers began her career in journalism and still gets an adrenaline rush from dedaline pressure. She "defected" to advertising, working for Orlando's RY&P and suburban Philly's TJP agencies, where she wrote copy for Nabisco, M&M/Mars, Johnson & Jonhson and more.
Her passion is PR; she served as PR director for a 7-county governmental agency in Florida, and is accredited via PRSA and IABC.
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