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Crisis Communication Critical Action Steps

Step 3: Identify Crisis Levels of Severity

The crisis team is responsible to meet and designate the levels of severity of possible crises. Examples are:

 Extreme: Situation is dire and requires immediate action. Communication with employees, the media and local officials is required.

 Severe: A critical situation exists and decisions must be made quickly. This category will likely require communication to several different audiences. It could require the evacuation of one or more facilities.

 Moderate: The situation is serious and contingencies must be available in case the crisis worsens. In addition to communicating with the affected audiences, there may also be a need to communicate with the public through the media.

 Mild: The crisis does not threaten the public or the organization operation. Often, these crises are isolated to one group within the company and can be handled under general supervision by a supervisor or the director of the group or groups being impacted.

Step 4: Identify the Crisis Spokesperson(s)

The crisis team will identify the organization spokesperson(s) who will be responsible for communicating with the media. The team will budget money to provide for immediate and continuing crisis training for the spokesperson(s) in order to assure clear, accurate, prompt response to public concern.

Step 5. Develop Building Evacuation PlansSuch plans should exist for each facility with practice drills held quarterly. In the event of an evacuation, these procedures will be followed.

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