In a fast-breaking crisis, communicating early and often can link your stakeholders with your messages and establish your organization as a reliable source of verified information. However, traditional communications channels quickly become clogged with speculation, conjecture and rumors about your organization and how it is handling the crisis.
That’s why the Crisis Communications Team Leader and managers should view the organization’s website as yet another way to connect with your audiences in a crisis, a communications resource in which you control the messages.
A crisis homepage, also called a “crisis webpage” or “dark site,” takes the place of the organization’s normal website homepage in a crisis and is typically prepared, at least in part, before an emergency. That’s because, like a press release, the earlier it is deployed the more effective it will be in disseminating your messages.
However effective, deploying a crisis homepage does not negate the need for the Crisis Communications Team Leader to assign spokespeople to work with reporters covering the story.
A crisis homepage also sends a strong signal that your organization will be forthcoming with verified information about the situation and will be available to discuss your actions with the media. It also says something positive about your organization’s competency and transparency.
The absence of a crisis homepage also says something about your organization’s competency and transparency. Unfortunately, it’s not the kind of reputation you desire.
During the tragic West Virginia coal mine explosion last April, a daily check of Massey Energy Company’s website revealed a homepage designed for less tumultuous events. The page included information about why coal should play a lead role in America’s energy strategy and a link to an article highlighting Massey’s safety program.
What would you want to know if you were personally involved in that crisis? Your answer is a good starting point for determining what information should be on your crisis homepage.
It’s early in the crisis which means you don’t have much information. Share what you do know with your stakeholders.
- Situation synopsis
- Contact information
- Initial statement *
* Indicates linked item from crisis homepage
Situation synopsis
The situation synopsis is a short description of what your organization is doing to respond to the crisis. To be considered timely, the situation synopsis mustit be updated at least daily. For example, CPM Energy, a fictitious natural gas provider, could have posted this situation synopsis concerning an explosion and fire attributed to a contractor inadvertently striking a gas pipeline at a construction site.
An explosion and fire injured one person and damaged three vehicles at a construction site in West Valley this afternoon.
West Valley Police spokesperson Marie Williamson said the accident occurred while a worker operating a bulldozer struck a natural gas pipeline at 3167 N. Catalpa St., the flood control area construction site.
The injured worker was taken to University Hospital where officials have not released the person’s identity or condition pending notification of family members.
The fire department has extinguished the blaze and CPM Energy workers have turned off the flow of gas in the area.
Contact information
This section should contain phone numbers and e-mail addresses of people in and outside your organization who can provide information about the crisis and, if appropriate, provide assistance.
During the fictitious natural gas explosion used in the discussion above CPM Energy’s crisis homepage could list contact information for:
- Fire Department
- Police Department
- CPM Energy Emergency Service
- CPM Energy claims department
- CPM Energy media department
Initial statement
The initial statement you provide the media should contain the confirmed information your stakeholders need. As a matter of fact, the statement is the key element of your crisis homepage’s first iteration.
As more confirmed information is discovered add it to the homepage. That could include:
- Updated synopsis
- Current press release*
- Appropriate executive’s comments*
- Videos*
- Relevant media coverage*
*Indicates linked item from crisis homepage
Updated synopsis
Update your synopsis daily, at a minimum. Even if there are no new developments or confirmed information, you can freshen the statement. The CPM Energy document below is a good example of an updated synopsis.
CPM Energy technicians today completed inspecting the 36 construction sites – both active and completed – operational during the last 90 days in the West Valley area near natural gas pipelines. All 36 sites were in compliance with operating standards and showed no evidence of leaks or damage.
If you detect a natural gas odor call CPM Energy at 555-1200 immediately and follow the emergency service specialist’s instructions.
Current press release
Replace the initial statement with the current press release. It should be posted to the crisis homepage the moment it is released to the media. Post subsequent press releases to the crisis homepage.
Executive’s comments
Have an executive with the appropriate job title and rank explain how the organization is responding to the situation. Those comments can be either written or on video.
Please allow me to repeat: Posting those comments in no way relieves you from the obligation to provide spokespeople to work with reporters covering the emergency.
Videos
Feature videos of your employees working to accomplish what your executive in the video above described to show that your organization is mobilized and responding.
Relevant media coverage
When appropriate, post copies and videos of media coverage of the crisis to keep your stakeholders informed.
Test your prototype crisis homepage in crisis exercises. After you’re satisfied with its performance – you should be able to deploy or update it within one hour – demonstrate the concept to appropriate management and develop guidelines for its use.
A crisis homepage is an excellent communications tool with which to ensure your stakeholders are receiving information about the crisis directly from you, uncut and unedited.
