Good crisis management means finding a way to take control
Sometimes, there is absolutely nothing you can do to prevent negative incidents from happening. That said, just because you couldn’t prevent something doesn’t mean you have no control of the situation.
Take the recent crash involving a Walmart company truck and comedian Tracy Morgan’s limo that left one dead and several more critically injured. Walmart certainly has rules and regulations regarding their drivers’ behavior, and while there is still heated debate whether the driver was actually following those, it appears there is nothing more the retailer could have done to prevent the crash.
Walmart, no stranger to crisis management, took control quickly by issuing a well-written statement that nails every one one of our Three C’s of Credibility:
“We’re praying for the family and friends of the passenger who lost his life in the terrible accident in New Jersey. Our hearts go out to everyone involved and we hope those who were injured get the care that they need and make a full recovery.
This is a tragedy and we are profoundly sorry that one of our trucks was involved. We are working quickly to understand what happened and are cooperating fully with law enforcement to aid their investigation.
The facts are continuing to unfold. If it’s determined that our truck caused the accident, Walmart will take full responsibility.
Safety is our absolute highest priority, but that is no comfort whatsoever to the families and friends who are suffering today. We offer them our deepest condolences. We can’t change what happened, but we will do what’s right for the family of the victim and the survivors in the days and weeks ahead.”
Displaying compassion, confidence, and competence, Walmart asserted itself, placating concerned stakeholders and giving the media something to report on.
In crisis, there is always something you can do to take control. Be on the lookout for opportunities, and don’t delay when you spot them, because the window won’t stay open forever.
The BCM Blogging Team
http:/wwww.bernsteincrisismanagement.com