Scandals, threats to public safety, interruptions in municipal services — there are many types of crises that municipal governments can face. When they come, they’re fast and chaotic, with residents and news media looking for answers.
Even so, local elected officials have steps they can take before, during and after a crisis to make managing the crisis event smoother. Here are some key points on communication that officials should consider before, during and after an emergency.
Before the crisis
Designate a media contact, and make sure all city officials know to refer questions to this person.
The media contact should be knowledgeable, well-spoken, accessible, and ideally have regular contact with the media, which builds trust. Even when information is coming in from multiple sources on city staff, ask all media queries to flow through one contact who can ensure all questions are answered accurately and consistently.
When possible, the contact should not be a police or fire chief who have other critical roles in a disaster. The contact will nonetheless need access to leaders and staff to gain the information to do their jobs — putting someone in front of reporters who lacks the information to address critical topics is its own recipe for disaster. Consider also the need for alternates for the inevitable times when the main media contact is not available.
Take time to rehearse.
Problems can grow into emergencies because there was no planning. Running rehearsals for events like natural disasters or other life-threatening events can help city officials think through issues and see where procedural problems could arise.
During the crisis
Keep employees updated.
City council and staff should receive information before it's released to the media, or at least at the same time. In some cases, city leaders should call a staff meeting or conference call to provide the information which will allow staff to work effectively.
Give a statement.
Crises often involve sensitive subjects, especially if deaths, injuries or crimes have taken place. There may be a temptation to avoid being reasonably forthcoming out of a desire to protect victims and police investigations. However, in the absence of real information, rumor and speculation can thrive.
The city can position itself as the best source of information by providing a reasonable amount of information in updates. Consider including background information, a sense of how the city will proceed or investigate, and information on how residents or businesses might be affected by the crisis.
Do not use phrases like "no comment" or "we have no information."
When officials say "no comment," residents can easily assume the city has something to hide. Going ahead with the information that can be released, even when the whole story isn't available yet, helps to maintain trust. There are plenty of alternatives to "no comment:"
- "I don't have an answer for that yet. We've just learned of the situation and are working to get more complete information."
- "We're still in the process of bringing the situation under control, so I cannot speculate on the cause of the incident."
- "We're [preparing a statement/putting together information] on that now. I should have something to give you shortly."
After the crisis
Be ready to give updates.
Major stories are likely to remain in the headlines after the initial crisis has passed. Residents and the media will have questions about long-term effects, the ongoing safety of those involved and any investigations or criminal charges to come out of the event.
Debrief city staff on communications efforts.
Reviewing how communication helped — or didn’t — during the crisis can help the city be better prepared for the next time.
Debriefing should involve asking questions about the process:
- Was the media contact available and prepared?
- Is there a better process for handling questions?
- Were the channels of communication with the public adequate?
Talking about these issues honestly will improve the city's response to the next crisis.