This article is on the role of the public relations/communications department of an organization which is facing a crisis and negative media fallout. A case in point is Mahindra Satyam, formerly known as Satyam Computer Services Limited. Satyam, till recently, was mentioned as a $2 bn revenue company, operating in 65 countries with 53,000 employees. The confessions by its promoters led to a drastic fall in its share price, filing of lawsuits, apprehensive employees, angry investors and worried clients.

It is crucial in a crisis to tell all, tell it fast and tell the truth. If an organization does this, it would have done all it can to minimize the damage. Responding quickly, efficiently, effectively and in a pre-meditated manner are the primary objectives of an effective communications strategy during a crisis.

For example, Satyam arranged a press conference within two days of the promoter disclosing accounting and financial irregularities in the company. Various avenues, like helpdesks, floor meetings, and daily e-mails, were initiated to address employee queries.

A focused team of senior management who are privy to all information related to the crisis should be formed immediately. Access to information will help the team to strategize precisely, plan accordingly, prioritize the needs and act in the light of facts, rather than on speculation. This group can be further divided into smaller task forces to efficiently address different segments of stakeholders. The team should be empowered to get confidential data and take decisions at the right time. The team members should be in constant touch with stakeholders inside and outside the company, as also the media.

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