Crisis Communications — Never Hurts to Be Ready
In the world of senior living, we often forget that, just like in any other business, there may come a time when an issue or crisis may arise. We all relish in obtaining positive publicity and jump at the opportunity to share our story. But what if the publicity isn’t so positive? Is there a plan in place to handle the situation?
It is really important for all senior living communities to have a crisis communications plan. Earlier this year, a fire broke out at a senior living community near Detroit. News clips showed fire fighters rescuing residents and carrying them down ladders from fourth story balconies. Residents were displaced and it seemed pretty chaotic. When interviewed by reporters, the community’s spokesperson seemed to be prepared in handling all the questions: Where will residents stay? What about their medication? How did the fire start?
BUT, what if you don’t have all the answers? How will you respond? Or, what if the situation isn’t as traumatic as a fire, but rather a lawsuit? Do you know who will answer the media’s questions then? And, have you thought about all the various audiences you need to communicate to?
It is not a matter of IF a crisis will happen, it is a matter of WHEN. Having a well thought-out strategic plan makes the situation a bit more bearable. Don’t wait until you find yourself trying to stay ahead of the questions — be in control and have the plan ready to roll out. It truly makes a difference.
