A leg crushed under the bike. Or worse, my head hitting the pavement. Instead, I kept the bike upright. It all happened in an instant.
But as I unpacked the event, I realized there a lot of parallels between the near-accident and the crisis communications work we do at Gregory FCA.
Invest in quality equipment. On the bike, I was wearing a helmet, sturdy boots, and thick riding gloves, so even if I lost control I still might have averted serious injury (although the damage to the bike would have been catastrophic). Even before a crisis hits, organizations must equip themselves with a basic toolset to marginalize risk, including:
- A working group list including contact information for all key players in a crisis is essential and should be compiled far in advance. This should also include contact information for important outside resources, such as the PR firm and outside counsel. It should include all pertinent contact information such as office, cell, and home phone numbers (including vacation homes -- what if the CEO is at her house in Florida when the crisis hits?), e-mail addresses, etc. Nobody wants to run around tracking down e-mail addresses and cell numbers when the pressure is on.