As I sat and watched the events of September 11, 2001 unfold, I, like most of the nation, struggled to wrap my mind around the gravity of the day. This day, as December 7 had been 50 years earlier, would be a day that marked change, and would define a generation.
Of course we all have our stories of that day. Some, more painful than others. But we will never forget where we were, and what we were doing as we heard the news.
For PR, this day, and the days that followed, gave us a tremendous example of how to handle crisis communication.
As a city, and a country, awaited information on loved ones that had been in the towers, the mayor of New York City, Rudy Giuliani, was faced with the task of disseminating that information.
One thing that is important during crisis communication is to have one spokesperson for the situation. Giuliani took on that role. He was simple, poised and definitive, and helped to calm a city that was looking for answers.
As good information became available, it was quickly delivered to the press. This is vital during a crisis. Not only does the information need to be delivered quickly, but make sure that the information is credible before reporting it. In the days following 9/11 there was wide spread speculation on the number of dead. I remember hearing the number 10,000 dead being tossed around on T.V. shows. But Gulianni only gave the number of confirmed missing, until there was an official death toll.
The key to effective crisis communication is to remain calm in the situation. That morning, no one could have anticipated how the day was going to unfold. But the staff of the mayor of New York City, stepped up to the challenge at hand, and did the job that needed to be done.
Always have a plan in place for any crisis that might arise. Delegate responsibilities, and practice some of the situations.
We, along with the world around us, changed that day five years ago. My thoughts and prayers go out to everyone who lost a loved one that day.
