Earlier this month was the anniversary of September 11, a day that taught America, among so many lessons, the importance of preparedness. In 2003, the government partnered with the National Advertising Council to declare September as National Preparedness Month. The month focuses on educating Americans about the importance of being prepared for and responding to emergencies, including national disasters and potential terrorist attacks. The push to be prepared has even reached the Girl Scouts, with the announcement this month of a new Preparedness Patch developed with the Federal Emergency Management Agency. To earn the patch, the girls must identify and prepare for potential emergencies, learn about local alerts and warning systems, and engage in community service
In the business world, we have to be prepared for the same emergencies that the Girl Scouts are busy learning about in earning their patch, but for those of us charged with an organization’s communications, there is much more that can pose a threat as well. For the kind of threat that poses the risk of large-scale damage, such as a natural disaster or terrorism, businesses need to model the preparation urged by the government: have emergency supplies on hand, have an evacuation plan, rehearse and train for the worst eventuality, and have communications in place that allow for frequent and accurate updates. The American Red Cross calls it, “Get A Kit, Make A Plan, Be Informed.”
In a business, executives may find themselves having to respond to an outbreak of the H1N1 virus. Executives may also have to respond to violence in the workplace; injury posed by a safety violation; or crime. There also are the threats to reputation, whether they be litigation, negative union activity, or activist campaigns, riots or demonstrations.
For some of these threats, the best defense often is avoidance. Just as you prepare best for some physical threats by avoiding situations that can put you in danger, for the workplace, the best preventive is having protocols in place that proactively deal with situations that can lead to illness, violence, injury or crime. And even in the threats to reputation, avoidance is a good strategy – in other words, avoid situations that call your integrity into question.
More...