A crisis communications plan organizes your team into neat, specific roles and responsibilities to facilitate rapid and accurate response.
But ask anyone who has responded to a crisis, even a “small incident,” and they will tell you there are myriad administrative events and developments that fall outside those roles that can overwhelm the communications team. From implementing the media triage plan to ordering meals for the team someone must have the flexibility and authority to handle these critical tasks.
That person is the Administrative Coordinator.
Tasks and responsibilities: From media triage to web support
The types of tasks the Administrative Coordinator might be asked to accomplish include:
Media triage
Answer phones, prioritize return calls based on media triage parameters, distribute information to the appropriate spokesperson/spokespeople.
Although the Administrative Coordinator doesn’t conduct interviews, he or she puts reporters in touch with the organization’s spokesperson or spokespeople or makes return calls, even if it’s just to say, “Someone will get back to you with the information you need as soon as possible.”
When reporters call your organization for information about the crisis, they should speak with a person, not an automated answering machine or voice message.
Tip: During crisis exercises and drills have an appropriate statement ready for reporters who may call asking for information about your training activities. It does happen.
Prepare for a press conference
The preparations for a press conference should take no more than 30 minutes. During quarterly crisis table-top exercises the Administrative Coordinator should ensure the necessary items, such as current background information about your organization, pads of paper, pens spare batteries for the clock and a spare bulb for the projector are in the room. While you’re at it, make sure the projector works.
Of course, when not in use during a crisis the press conference room can be used for its intended purpose.
Tip: To prevent reporters from overhearing conversations about the crisis, the press conference room you select should not be near where the crisis communications team is working. Reporters and camera/support crews should always be escorted when they are in your building.
Outside support
Have relevant information in the plan for contacting outside support such as the public relations agency with whom you work, media monitoring services and governmental agencies if appropriate. This prevents the Administrative Coordinator from wasting time during a crisis looking for the information.
Tip: Reinforcements don’t have to come from outside. Have contact information for members of your organization who have completed media training and who could act as spokespeople or perform other communications team roles. That contact information should be in, you guessed it, the crisis communications plan.
Make travel arrangements
Making travel reservations these days can be a real hassle. Whether you use a travel agency or do it yourself, make sure the relevant contact information is included in the plan.
Tip: In this age of heightened travel security the crisis communications plan should include the precise name and other information of all team members needed to facilitate obtaining travel documents.
Catering
Napoleon observed, “An army travels on its stomach.” The same can be said for a crisis communications team. Arrange catering for the team when appropriate and, please, go easy on the junk food.
Tip: Avoid placing food and beverages near where the crisis team, especially your spokespeople, are working. People tend to congregate and gab around food which could cause a distraction. That area must remain quiet.
Accommodations
If it looks like response efforts will continue beyond normal business hours arrange accommodations for team members. With the Team Leader, determine staffing requirements for extended operations.
Tip: Crisis response is high-pressure work. If possible, shifts should last no longer than six hours, four during the initial response phase.
Information Technology (IT)
Whether your IT support is from internal or external providers, the crisis communications plan must include specific contact information in the plan for Information Technology support.
Tip: Crisis exercises and drills are the perfect time for the Administrative Coordinator to review the plan and ensure critical IT contact information is included and current.
Website support
During a crisis your organization’s website can provide stakeholders with timely information about the situation. Posting information can be tricky in the best of times and a source of frustration during a crisis. Make certain your plan contains up-to-date contact information for the providers of this critical service.
Tip: One of the most important decisions within the first hour of any crisis is whether to activate the “website dark page.” A dark page typically takes the place of the homepage and reflects statements from the initial statement and updates to provide another source of confirmed information for your stakeholders and the media.
Selecting the right person
The Administrative Coordinator must have a working knowledge of the crisis response plan, the organization and how to accomplish the multitude of tasks needed to support the crisis communications team. The person you select must be able accomplish several tasks, sometimes simultaneously.
In large organizations the Administrative Coordinator must have knowledge about how to navigate through policies and procedures to accomplish tasks quickly and precisely. In many cases that person could be an Administrative Assistant, preferably one who works with the communications function on a daily basis.
Select a primary and alternate Administrative Coordinator; both of whom should participate in all crisis drills and exercises.
For more information about crisis management communications see When the Balloon Goes Up: The Communicator’s Guide to Crisis Response by Bob Roemer.
