(Marketing Column)
CRISIS COMMUNICATIONS
by
Deborah Fink, Outreach Librarian
University Libraries
184 UCB
University of Colorado
Boulder, CO 80309-0184
303-492-8302
deborah.fink@colorado.edu
Kelli Johnson Public Information Manager
Weld Library District
1939 61st Ave.
Greeley, CO 80634
970-506-8560
kjohnson@weld.lib.co.us
Shelley Walchak, CE Director/Regional Consultant
Colorado Library Consortium (CLiC)
770 W Hampden #340
Englewood, CO 80110
719-650-1090 (cell)
swalchak@clicweb.org
Column editors Bonnie McCune and Dee Vazquez
CRISIS COMMUNICATIONS
By Deborah Fink, Kelli Johnson, and Shelley Walchak

A child falls and hits her head in the Children’s area and requires stitches. The
library is sued by a parent.

An employee becomes angry due to disciplinary action and strikes another
employee. The employee threatens or intimidates staff.

A man enters the library with an object that appears to be a gun. The library is
confronted with the possibility of a shooting.

You have an art exhibit that a patron doesn’t like. The patron organizes a grass-
roots movement to campaign against the library.
These are all examples of potential “crises” in a library. Their potential impact is
much greater than the incidents themselves.
Overview
Crisis situations can arise very quickly and cause a great deal of stress and bad
press for organizations. A crisis is an emotionally stressful event, traumatic change, or a
simple emergency that has been amplified. Your institution’s credibility depends on
being prepared, practicing how you will handle a crisis, and following up. In addition,
position yourself to take quick action, be honest, demonstrate confidence and
compassion, and remain accessible to the media. These steps will help ensure a
successful outcome, thereby eliminating false information, guaranteeing health and
safety, and minimizing negative impact on the library.
The Crisis Communications Plan
Your Crisis Communications Plan is the key to communicating credibly in the
face of a crisis. The elements of a plan include Who, What, and How.

Who: Assemble a Crisis Communications Team
The team might include a library spokesperson and/or public relations manager
(who could be the same); key library personnel, including managers and support staff;
security (could be local police); community partners; and legal advisors. Community
partners or stakeholders may include representatives of a governing or advisory board,
funders, related organizations or services, or a larger institution or organization of which
the library is a part.
This team will determine a chain of command; provide rapid response
information (telephone tree, work/home/cell phone numbers, email addresses) to
members and all library employees; consult any existing related plans
(emergency/disaster, marketing/communications/pr, etc.); develop, disseminate, and
regularly update a basic information “kit’; review previous emergencies/disasters; train
and rehearse for potential disasters; routinely review vulnerabilities.

What: Compile a basic information “kit” – print and/or online
Typical information for a kit includes a brief history, overview, or introduction to
your library; vision/philosophy/mission/values/goals; annual or other reports; key URLs;
organization chart, staff directories and brief biographies; policies; statistics; budget;
and location(s) with directions and parking information.
In addition, the crisis communications team should conduct a library vulnerability
overview at least annually by assessing issues that could turn into crises. Gather staff
and stakeholders to brainstorm such topics as: What is the community’s perception of
what you do? Does the building need any repairs? Do you have adequate security and
are there safety measures in place?
Think about what emergencies have happened in the past at your library and
assess your preparedness, your reaction, and what you learned. Determine what are
the greatest threats facing your library and how you will handle these if they come up.
Answers to these questions become your talking points.
Distribute a summary of your plan to ALL staff, and review the process at least
annually, orienting new staff as they are hired.

How: Determine methods of communication internally and externally
Create an internal communication list, which might include a telephone tree,
meetings, announcements at gatherings, staff intranet/listserv, or internal newsletter. A
media communication list should include: press releases, press conferences, interviews,
letters to the editor or editorials, public service announcements, and ads.
Communication to stakeholders can include: phone, Fax, e-mail, website, flyers,
newsletters, reports (ad hoc or annual), meetings (scheduled internally or by attending
externally), and presentations.
In addition, establish mechanisms for gathering information and keeping records
during a crisis, and for telling the story after the crisis.

Communicating During a Crisis
If you do find yourself in a crisis, act quickly. Assemble your team, go to the
crisis site, and gather information. Develop a strategy and issue a statement using the
communication methods you have already determined. Don’t rely on just one
communications method; telephones or computers may not be functioning! Make sure
you are honest and empathetic, emphasizing your library’s concern and the actions that
are underway and planned. Set up a crisis center: activate your crisis information kit;
begin a log; and give people something to do!

Post-Crisis Steps
After a crisis, take the time to assess what you have learned with your team and
thank those who have assisted you in getting through the crisis. It may be appropriate to
hold a community event or give a “debriefing” based on the assessment work you
complete with your team. Write up a narrative based on the log that you kept and share
it with staff and stakeholders. Use this opportunity to strengthen relations with the
media. View any crisis as an opportunity to advocate for your library by raising
awareness and creating support.
You can maintain the credibility of your library even in the face of a crisis with thoughtful
planning, quick action, and careful follow up.
Bibliography

Fears-Banks, Kathleen. Crisis Communications: A Casebook Approach, Student
Workbook. LEA, Inc., 2001.

Henry, Rene. You’d Better Have a Hose If you Want to Put Out the Fire.
Gollywobbler, 2000.

Lovre, Sheri. Media Relations for Schools: Including Crisis Communications.
Solution Tree, 2001.

Roemer, Bob. When the Balloon Goes up: The Communicator’s Guide to Crisis
Response. Trafford Publishing, 2007.

Thenell, Jan. The Library’s Crisis Communications Planner: A PR Guide for
Handling Every Emergency. American Library Association, 2004.
(The authors are members of the CAL Marketing Committee. Contact one of them for
more information.)