In the event of a crisis, it should be clear who is designated to investigate and gather the facts, who will report to whom, and who will serve as the property�s liaison to guests, employees and the media. Participants in this group may include the property�s general manager, marketing personnel, human resources and department heads.

Every member of the group should be able to reach and talk to any other member at a moment�s notice, including in the event of a power outage. Relevant members of the group should also have direct contact information for important off-property individuals who may become important players, such as property owners, police and fire authorities, federal authorities, lawyers and key vendors.
 

Hotels are diffuse operations, with dozens, hundreds or even thousands of individuals working on property at any given time. Every hotel or corporate brand management team should have one or two individuals who are solely responsible for speaking to the media on the property�s behalf at a time of crisis. The most important point is making sure that the property speaks to the public with a single voice � and that the voice is one of calm, reason and reassurance.

The best way of assuring reasoned, effective communication with the media is to provide training for your spokespeople from professionals who perform �media relations� for a living. 

While communicating with the media is important � and can be the �make or break� factor in managing a crisis successfully �, there are many other critical actors with whom you will want to communicate effectively at a time of crisis. These may include current and future guests, line staff and management personnel, stockholders or shareholders, local public officials and authorities, key vendors and families/associates of victims of a crisis.

In planning to confront a potential crisis in the future, make lists of these key audiences now, and update them regularly.

A crisis situation is no time to start winning friends and influencing people. By establishing good relationships with key media in your community � a sound and valuable practice for any hotel at any time �, you create an environment of trust and open communication should a crisis arise. This is key for assuring that the right facts are communicated to the public via the media, quickly, efficiently and comprehensively.

Again, the principle is to speak with one voice � and make that voice the right one. Depending on the situation, it may be appropriate to prepare written statements to guide spokespersons and to issue written statements to the press. Such statements should be drafted and carefully reviewed with legal, financial and other experts. 

The media has a job to do, and that job is reporting the facts and the news to the public. In a crisis situation, returning media calls promptly and being forthcoming will let reporters know that you want to help them do their job � and the likely result of that is balanced, fair coverage. 

In a crisis situation, designated spokespersons with a clear understanding of the facts and the important messages to be conveyed should share information with reporters in a prudent but timely way, and should keep clear and concise records of what they say. 

If the facts of the situation are not clear, journalists should be assured that all efforts are being made to get all the facts on table, and should be kept updated regularly. Saying �no comment� conveys a sense of arrogance or ignorance and prevents you from framing your story and getting the facts out as fully as possible. In contacts with the media, that phrase should be avoided at all costs.