Now Is Too Late
Gerald Baron is the owner of a public relations and marketing company in Bellingham, Washington. Gerald’s book "Now is too late," describes Mr. Baron’s work with a gas pipeline company in the Pacific Northwest. The company had a major disaster, three people died. Gerald documents how he (a consultant) and the company handled the incident's crisis communications.
As I read the book, I thought maybe it was a primer on how not to run a crisis communication incident. Gerald carefully describes how companies can build a strategy to handle crisis communications. The book discusses how to use new technologies to help smooth the process of crisis communications. Gerald is an able and experienced practitioner in Public Relations who also understands how to use technology to solve communications problems.
Gerald Baron's description of the automatic telephone notification system for crisis communications was particularly interesting. Basically, a company, say a gas pipeline company, would gather all of the telephone numbers of local residents so that if an incident occurs an automatic recorded message warning about an incident would be sent to several hundred or thousand residents within 5 to 10 minutes. Mr. Baron's company, Baron & Companyhas spun off a separate company called AudienceCentral. The company has developed an integrated technology product for managing communications called PIER.
Gerald goes onto to describe how to set up a crisis communications website. Using a content management system, a crisis manager would set up a center of operations when an crisis incident occurs. Pre-prepared templates for press releases and an e-mail list for journalists and government, safety and security officials would allow the crisis manager to get information out quickly and to the people who need to know.
Author: John Cass | Jul 15, 04 | Permalink
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Category: @ John Cass | Topic 4 Crisis Management
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