Crisis Management in the Age ofin the Age of By David Margulies, The Margulies Communications Group W
hen we conducted our first Crisis Management Training Program for OABA decades ago there was no such thing as social media. Today, this powerful communication tool is changing how all industries deal with crisis situations and impacting almost every other aspect of our lives as well. First, it is important to recognize that no organization, no matter how well run, how carefully it screens em- ployees or conducts its operations, is immune from having a crisis. Employees are human, machinery can malfunction, and customers are often irresponsible. Even in cases where safety measures protect the public, such as the auto- matic shutdown of a ride, the media often reports a malfunction. Dramatic pictures, now provided by everyone with a cell phone, make it more likely than ever that an event will be broad- cast worldwide.
Based on our 36 years of work with the amusement ride industry these are steps we recommend for every OABA member:
A media relations policy that clearly spells out to every employee how to defer questions to a designated media spokesperson
A crisis communications plan that is in alignment with the wishes of the venue where you are operating
Who speaks to the media? Who coordinates the response?
How do you assure you speak with one voice?
A designated spokesperson who has had media interview training
Someone who monitors social media, and a process for evaluating how best to respond
A process for dealing with someone who threatens to use social media or mainstream media to gain leverage in a dispute or complaint
Designate legal counsel, including after-hours contact information, who can provide guidance.
As an OABA member, you can contact our firm for an initial consultation as a member benefit. We also recommend your staff watch an OABA video we pro- duced on dealing with the news media.
Never Say “No Comment” The term “no comment” implies that
you have done something wrong and are trying to cover it up. It is like “taking the Fifth Amendment,” you look guilty even if you are exercising a constitu- tional right. The correct response for someone who is not designated to make a statement is “I am not a spokesperson for our company, please contact our media relations representative.” Then provide that contact information for your company or the venue if they are acting in that role.
David Margulies is founder and president of the Margulies Communications Group, a public relations firm that has worked with the industry since 1986. The firm can be reached by OABA members at
mediainquiries@prexperts.net.
JULY 2022 | OABA ShowTime Magazine 15 Social Media Social Media
Crisis Management
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