During a crisis, a crisis communication plan is really necessary, considers communication expert Ludmila Andronic, Corporate Affairs Director at Efes Vitanta Moldova Brewery and university teacher. “This document should be designed and approved during good times and the process should be preceded by an analysis of risks and generation of solutions. It is a changing document, not a monument,” stated the expert, being quoted by IPN.
In the national conference of civil society organizations entitled “Resilience in Times of Crisis”, staged by the Legal Resources Center of Moldova, Ludmila Andronic said a communication plan should contain a description of the crises that are to be dealt with, a communication scheme depending on the type of the crisis, those in charge of communication, a list of experts from different areas and the method of reaching the public.
According to her, one of the lessons learned during a crisis is that the external crises affect as seriously as the internal crises. Ludmila Andronic noted the internal crises are foreseeable. They do significant image damage, but can be fully manageable. The external crises, which can be local, regional or global, directly affect the SCOs, but cannot be managed and put the SCOs in the situation of victim and volunteer simultaneously.
“Communication is key for the success of an organization in times of crisis,” said the expert. “When you face an internal crisis, take into account the fact that the team is the main public. Don’t deny its existence and offer information swiftly. Tell the truth, to the extent to which it is possible. Don’t hesitate to express your regrets. Don’t invoke too many reasons. Explain the solutions and communicate any taken step and don’t forget about post-crisis communication.”
Ludmila Andronic noted that if the organizations face an external crisis, they should objectively assess their limits, consult experts and find the method by which they could provide useful information. “Find the key public and identify the needs. Communicate in order to remove the barriers. Decide when you are an ally and when you are an opponent of the Government and don’t place the organization above the problem,” she stated.
“The crisis closes some of the doors and opens other doors and offers new opportunities for crisis communication. It goes to unexpected cooperation with experts, institutions and new organizations, appearance of new projects, reconfiguration of activities, improvement of reputation and raising of social utility level.”
