Our local paper runs a weekly series whereas a local expert provides five recommendations on a topic useful to small-business owners and I thought I’d share it with you this morning.

 This week, crisis consultant Lisa LeMaster (president of The LeMaster Group, an Addison-based communications firm that specializes in strategy consulting, crisis communications and media training.) talked to staff writer Sheryl Jean about five people to have on speed dial if the unexpected happens at your business.

1. A lawyer–When bad things happen to companies, even if it’s not the company’s fault, lawyers must be involved. You need counsel that understands perception management and will try to solve the problem instead of just issuing “no comment” statements.

2. A public relations or marketing expert–These employees or outside consultants are essential to the crisis team. They can write statements and advise on tactics, marketing and advertising. For example, if a major cruise accident occurs, it’s inappropriate to continue ads that show all the fun things available on a cruise.

3. A human resources specialist–Crises often involve mistakes by individuals (sexual harassment, racist behavior, inappropriate relationships). An HR expert can help determine the appropriate and legal actions. It could be a reprimand, termination, leave of absence or even a report to the police department.

4. A webmaster–Initial reports about a scandal, disaster or high-profile resignation are often first revealed on Twitter. At that point, the website of the company involved will be besieged. Your Web folks must help manage distribution of the company’s message and responses online, in videos and on social media outlets.

5. The most unflappable and ethical person at your company–Someone must ask questions such as: Is this the right thing to do? Are we taking actions that are transparent to our audience? Is anyone trying to cover up the facts? Start looking for this person today. He or she is hard to find.

I would link to the article, but it is subscription-based and I’m afraid you wouldn’t be able to view it.

@warrenveach  I once worked for a company that had a huge crisis (the owner of the company had killed 3 people in an accident he was responsible for) Their very worst mistake was to call their lawyer first. The lawyers told them to not say anything to anyone, including the police, family members of the deceased and the media. The owner of the company is now sitting in jail. I think he’s in jail because of the lawyers advise. The advise was legal, but it certainly wasn’t moral and when people saw that he wasn’t responding in a moral manner they went after him legally.

With all that being said I would move up to the #1 phone call position the most unflappable and ethical person at your company. Had this gentleman listened to his employees instead of his lawyers, he’s still be in business and a free man today. Call your lawyers, but really listen to the advice of your trusted and loyal employees that love your company like you do.

I would also add your CPA.

@warrenveach @trudy

I agree with Trudy… your bookkeeper should definitely be on your list! You always need to know what your money situation is at a moment’s notice!