This document provides 5 steps for responding to an industry crisis: 1) Express genuine empathy for those affected, 2) Own the message by responding quickly within the first 24 hours, 3) Commit to full transparency about business operations, 4) Put a human face on the industry by having farmers and workers speak directly to media and public, 5) Train industry spokespeople to present a coherent message from the same "playbook". Following these steps can help an industry survive a crisis and possibly emerge stronger.

1. 1. Express genuine empathy. If your industry is affected by a crisis—whether or not it's your company's
fault—you must acknowledge the tragedy and express your feelings early and often. Deflecting blame or
failing to express sympathy appears callous and unconcerned, two qualities that must not be associated with
your brand if you hope to keep your customers' confidence. I was in a private meeting with an agricultural
leader who broke down in tears when she heard that a child had fallen gravely ill after eating contaminated
food that wasn't produced by her company. Few people see this side of an industry involved in a crisis.
Getting your facts straight before making any kind of public statement is important, but expressing genuine
empathy for anyone harmed, injured, or killed must be your first response.
2. Own the message quickly. In the first few hours after a crisis, a huge amount of misinformation spreads
online. Too many bloggers simply copy and paste. I recently spoke to a media relations specialist for a
large oil company (not BP) who crafted a crisis communications plan for his company in the event of an
accident. "If the company's voice isn't heard in the first 24 hours of a crisis—preferably the first six hours—
you're dead," he said. "In the age of the Internet, if you duck and run, you will find yourself in big trouble."
It takes a leap of courage to be assertive and react quickly. Get your facts straight, reach out directly to
principle stakeholders first, and, once everyone is on the same page with the message, start talking.
3. Commit to full transparency. Internal surveys used by the agricultural industry show that the more
people know about how their food is grown, the more confident they are in the companies that provide the
product. Several groups that I work with in California have leveraged this information and regularly invite
outsiders, including the media, to visit farms and processing plants to get a look at the system. Being
transparent demonstrates confidence in your product and your manufacturing and distribution methods.
Very few companies or industries have the courage to be fully transparent. After a crisis, it might be the
only way to rebuild your reputation.
4. Put a face on the industry. The media abhors a vacuum. If you don't put a face on the industry, others
will, and it might not be the face you want to show the public. In my work for the agricultural industry, I
learned that consumers trust farmers and are left with a very positive impression when they learn more
about what farmers do to keep the food they grow safe for consumption. All too often during a crisis, an
industry will turn to one official spokesperson. But people want to hear from those in the field, those who
do the work. It's critical to offer a group of individuals who are prepared to speak on the topic.
5. Train the industry's spokespeople. It can be quite damaging for an untrained spokesperson to speak to
the media directly. Not because he or she has something to hide, but because that person might not realize
how easy it is to be misinterpreted or misquoted. Industry associations must commit to training a handful of
spokespeople—including those in the field—on key messages. On a football field, it would do very little
good for the quarterback to know the plays if the other players were left in the dark. Everyone must speak
from the same playbook to create a coherent message.
We get upset at any company that has appeared to take potentially damaging shortcuts in its quest to make
money. When a crisis hits your industry, your customers will be quick to believe the worst about you.
Committing to the five steps above will help you survive the crisis—and quite possibly, emerge even
stronger.