How To Use Email For PR Crisis Management

"No incident, however shocking, has to damage an organization permanently," says Bill Lampton, president of Championship Communication. The schools that have recently been rocked by violent crimes are examples of institutions working effectively to quickly salvage their reputations. The school administrations viewed the media representatives as colleagues who could help them disseminate the bad news in the most humane and constructive manner.

The Internet and email are powerful tools for PR crisis management. Follow these steps to develop a plan.

ESTABLISH EMAIL DISTRIBUTION SYSTEMS
Set up your information systems to distribute your company news using email. Send announcements through online business wires such as Internet Wire and PR Newswire. "Also, establish good relationships with media personnel during ordinary times, so you wont be a stranger calling for assistance when disaster strikes," says Lampton.

When you have a publicity disaster, "act immediately, and be assertive," Lampton say. He suggests distributing a written statement that describes your organizations position and that indicates your availability to elaborate on the issue with the media. After the crisis, keep the media informed about your progress. "Let people know you have resumed business as usual," Lampton says. "Express thanks for the medias involvement and support."

REPLY USING EMAIL
Set up systems to respond to inquiries immediately and effectively using email. You can set up a series of email autoresponders that address as many topics and issues as possible. The automated replies could explain your position on a current industry controversy, provide contact information for your products and services, and provide a list of industry resources for further information.

ESTABLISH COMMUNICATIONS INFRASTRUCTURE
Establish discussion lists or opt-in email newsletters as flexible and comprehensive communication tools. Once these mechanisms are set up and reaching your audience -- including the media, customers and prospects -- they can also be leveraged during a crisis. They let you deliver complete information to this existing audience all at once.

USE THE MEDIUMS IMMEDIACY
Incorporate emails immediacy into your crisis response strategy. Lampton suggests emailing press releases in full to your opt-in list of subscribers. This lets you communicate your side of the story without it being filtered through an editor. He also recommends sending follow-up bulletins -- presented as exclusive communications -- to your lists. In both instances, preface the messages with the statement that you are informing the "company family" first.

After your company has made adjustments to address a problem, you can use email to tell clients that the dangers have subsided, Lampton says. "I suggest a frequently asked questions format to help get the points across. Email users are accustomed to seeing those."

SINCERITY AND FOCUS
Keep your crisis management emails sincere and focused. Write an on-point subject line that will get opened. If the purpose of the message isnt clear from the subject line, "many people will suspect its just another ad and will delete it," says Lampton.

Lampton recommends this plan: Use "My sincere apology" as a subject line, which will prompt readers to open the email. Then state the problem in one or two sentences. Readers want brevity. Follow this with an explanation of your companys position, in laymans terms.

Then promise restitution, refund, or whatever your company decides is an appropriate offering. Clearly explain what steps customers must take to claim the make-good: fill out a form, call, send an email, come to the store. Close with another apology, and a pledge for improved service. Ask for understanding and ongoing goodwill.

NOT COMPLETELY AUTOMATIC
Your PR crisis management plan can only be automated up to a point. Remember that even if you have systems in place to respond to email, having a human being on the other end ensures that your company can give personal attention when necessary.

If you have a PR crisis management plan already developed and the customer communication infrastructure already in place, you can minimize the stress and profit drain that can occur when the unexpected happens. Prompt follow-up after an emergency can be as easy as using a little foresight before disaster strikes.

About the Author

Shannon Kinnard is president of email marketing agency Idea Station and author of "Marketing with Email".

shannon@ideastation.com