At Rough House, we know quite a lot of initials – you only have to look at our client list to see that – but there is one acronym which, though probably the ugliest, we find particularly useful:
C. A. C.
C.A.C is a very handy little reminder of how any organisation or company ought to respond in the face of an unfolding problem or crisis.
Because it stands for:
From the outset, all your responses to the media and to the wider public must seek to demonstrate these three qualities or activities.
CARE: your organisation is concerned about the impact of what has happened on those closely affected and the wider public
ACTION: you are doing everything you can to deal with it, are investigating and will take action to rectify the situation
CONTEXT: add background information which aims to put what has happened into perspective
Following this simple formula should help you frame your responses to any crisis or problem quickly and simply – essential in this day and age of social media.
If you need help either with your crisis communications strategy or crisis communications training, Rough House can help, so please do give us a call on 020 8332 6200, or email on firstname.lastname@example.org.