Values

Guidelines – What we say

When engaged in an issue or a crisis, it is important that your communications are well grounded. The following guidelines help us assure that the highest ethical standard is maintained in all that we say and do.

Twelve Steps to Effective Crisis Communications
1.    Take a proactive, not a defensive, posture.

2.    Have a full command of the facts.

3.    Be candid but also mindful of the need to balance the interests of the company
       and the public.

4.    Convey a take-charge attitude and show the public a concern and attention to
       detail in all communications.

5.    Communicate quickly and openly with stakeholders and the media.
6.    Inform stakeholders and the media frequently, accurately and consistently.
7.    Communication should begin immediately and be done in plain language.
8.    Assure stakeholders and the media of your commitment to public,
       employee and product safety; reflect the company’s compassion and heart.

9.    Assume a “worst-case” scenario for planning purposes.
10.  Do not minimize the problem.
11.  Do not release sensitive or proprietary information.
12.  Do not criticize the competition.

When responding to media inquiries:
1. Stick to the facts.
(For example: “We had an explosion; two people were taken to the hospital;
an investigation is underway to determine exactly what occurred; we make
[product name] at this location.”)

2. Don’t comment on the cause of the incident until a complete investigation is conducted.
(Early judgments are often incorrect. “The incident is under investigation. We will have more information when the investigation is complete. Our primary concern after the well being of the injured employee is to understand what happened in order to prevent a recurrence.”)

3. Don’t identify injured parties.
(Families need to hear directly first, preferably from the appropriate hospital personnel.)