When you have a complex full of college students, accidents and bad decisions happen. (That bonfire in your room was supposed to impress the cutie in 215B?) That’s when it’s good to have a crisis communication plan, says Serendipit Consulting VP Melissa DiGianfilippo (pictured).
1) Crisis plan
A crisis can be something as small as a construction truck accident or a fight breaking out or a shooting. Melissa says the crisis plan should include a list of emergency contacts on site, a communication chain, a list of who is approved to talk to media, and a process for gathering the facts. When something does happen, it’s important to communicate directly with your stakeholders (student residents and their parents) before talking to the media. Having the plan in place will help staff feel more confident in dealing with a situation.
2) One voice
Second, identify a spokesperson to serve as the sole voice, she says. This should be someone well versed in the brand. This spokesperson should be the catalyst for keeping students and parents up-to-date via phone, text, or e-mail, as well as addressing the media. The focus should be on the solution, especially when talking to the media, Melissa tells us. Twitter can be a good way to control the information disseminated and can be done quickly to keep the stakeholders up to date.
3) Fall on your sword
When you have all the information, address the issue and accept blame if necessary, she says. Focus your external messaging on the solution you are implementing to resolve the situation at hand. Last year, an Arizona student housing community had a violent fight break out during the first week of school that generated significant media attention. While the complex's management was not at fault and already had security cameras in place, the management offered to put in additional cameras, add foot patrol on weekends, and work with students to improve the property’s safety. The more you shrug off the blame, the more guilty you tend to look. By accepting responsibility when appropriate or, at least, offering solutions, you can come out on top in a crisis situation, Melissa says.
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