Expressing empathy immediately is key to riding out a crisis, risk managers told

When faced with a crisis endangering a company’s reputation, it is vital for the spokesperson of that organization to immediately express empathy and then stress what the organization is doing at that moment to investigate and remedy the situation.
The wisdom came courtesy of Lorne Honickman, partner at McCague Peacock Borlack McInnis & Lloyd LLP, who spoke at the 33rd Annual Risk and Insurance Management Society (RIMS) Canada Conference in Toronto.
In his presentation, ‘Risk Management and the Media: The Importance of the Crisis Communication Plan,’ Honickman walked delegates through a potential crisis akin to that of the food contamination and industrial explosion events recently appearing in Canadian headlines.
“I have always maintained the most important thing is for companies to come out immediately and to be accessible,” he told the crowd. “Accept responsibility, but be very careful that you never cross over the line to admitting liability.
“That’s the key in strategic messaging and crisis communication.”
Getting the message right requires legal and risk departments to be integrated, he emphasised.
He cited the listeria outbreak at Maple Leaf Foods and commended Michael McCain, the organization’s president and CEO.
McCain held a press conference and expressed sympathy for those affected, including both the ill and Maple Leaf staff. He then went on to explain what the organization is doing at present time, using the phrases ‘accountability’ and ‘well beyond required regulations,’ and ‘listeria is pervasive’ repeatedly. This demonstrated knowledge, action and credibility, Honickman said.
“I would suggest that this was a crisis communication plan that was created long before the crisis hit.”