Crisis Communications: It’s All in a Day’s Work

One minute it’s business as usual, the next you find yourself in the middle of the nation’s, no wait, the world’s most heated debate. In my case, this was the case of Trayvon Martin, a young man shot and killed, and John Zimmerman, his alleged shooter who was not initially arrested for his actions. Brakes! Let’s get the back story first of how I came to be the crisis communications consultant for the City of Sanford, Florida.

I am a journalist, published writer, former television producer, public relations and media relations practitioner and a certified crisis communicator.  I have been trained by the Department of Homeland Security and FEMA.  I have several NIMS (National Incident Management Systems) and ICS (Incident Command Systems) certifications.  I have trained in emergency management offices for various jurisdictions around Florida and had the distinct badge of honor of providing crisis communications for three hurricanes in a row: Charley, Francis and Jean.  I have dealt with potential sexual harassment scandals (no, you never heard about them because, as I said, I dealt with them), lawsuits, government overspending and under-spending, 911 outages, floods, fires, and relief efforts.

I am prepared. I remain calm. I tell the truth.

All of my training and experience led to former colleagues recommending me to the City of Sanford when they were faced with an overwhelming onslaught of media and public scrutiny in the wake of the shooting.  When I got the call to ask if Massey Communications would become the agency of record for the City of Sanford for crisis communications, I did what all crisis communicators do.  I weighed the situation—as quickly as circuits can process a call that is going from Florida to Australia— and I said yes.

My role as a crisis communications consultant for the City has led me to deal with media from almost every country in the world, and especially the United States network and cable news channels:  The BBC, Al Jazeera, CNN, MSNBC, ABC, CBS, NPR, the New York Times, the Miami Herald, just to name a few. Local affiliates are also clamoring for information.  The community and the common man who Tweets, uses Facebook, watches TV, listens to the radio also wants to know what is going on.  I worked with City staff to set up a JIC (Joint Information Center) and a JIS (Joint Information System), one source of information and one point of contact for news and information surrounding the case.  An email box for the Public Information Officer was established as was an independent phone line that would ring to a bank of phones. Staffing was established in the JIC from 7:30 a.m. to midnight (information gatherers and givers have to sleep sometime).  I established who would act as spokespersons for the City and recommended best practices for dealing with media issues.  We worked with community activists to provide them with venues to communicate. We sent out press releases and held press conferences, arranged for one-on-one interviews.  I made myself available to the City of Sanford 24 hours a day; that is what a crisis communicator does.

It’s been a month and a half since I got the call.  They have been peaks and valleys of crisis communications. Five thousand people protesting is a peak; 20 people meeting to discuss restoring peace is a valley.  My role will continue for as long as the City of Sanford needs me and the services of my agency. We’re prepared to climb the peaks and lay low in the valleys to get them through this issue.  I am a gladiator for crisis communications. When most people look at me they see a woman in a dress and high heels; inside I am armed and ready. I am prepared, I remain calm, and I tell the truth. I am a crisis communicator.

We must all be prepared.