How to keep calm when your company is targeted by an activist group
Recently, an imminent occupation by an activist group caused a stir at a major food company. After receiving a tip-off, the local police warned the company about the threat. In such a situation, your employees must not be left in the dark. They are not blind to tension in the workplace, and rumors spread like wildfire.
- How to communicate with your employees during a threat?
- Who ensures the necessary messages are internally distributed?
- How to prepare your company for said situation?
A food company received a heads-up from local police: an activist group was targeting their production site. Their goal? Occupying the site and halting all business activities for a significant period.
The company took no risks and acted swiftly. They analyzed multiple scenarios and prepared accordingly. In collaboration with the police, additional patrols were deployed, and the company preemptively shut down the main production line.
In such a situation, internal unrest arises. Rumors spread like wildfire and could be widely shared via social media. Colleagues may inform (concerned) family members, causing the situation to escalate quickly. Before you know it, the media is at your premises, and employees are faced with questions they struggle to answer.
In a threatening situation, internal crisis communication is an absolute necessity. If you lose control internally, the situation can escalate quickly. Is your company prepared?
Our three tips:
Take the lead
A swift reaction is usually the way to go. This way, you can maintain control over the situation and nip speculation in the but.
At the beginning of a crisis, you will have to work with little information, but it is still important to immediately inform your employees. Inform them as soon as you are aware of the threat and provide them with practical tools for external communication:
- A preliminary response or internal holding statement for employees
- Key messages
- Q&A for the spokesperson
- FAQ for line or production managers
Remain the primary source of information and reach employees before the media do. A short internal briefing via email, intranet, or an internal WhatsApp group can make all the difference.
Prepare a clear role distribution
Make sure to determine in advance who will play what part in internal communication during a threat. Who informs employees? Who answers questions? Who oversees the implementation of measures?
Depending on the situation, different people will take the lead. For instance, in the event of a security threat, a safety officer might be the best fit to communicate about the measures taken. A team lead in production can provide a short update during shift changes, while an HR officer can handle questions about remote work and employment impact.
Additionally, use screens, internal mailings, or an intranet to spread your general message and inform your employees.
Remain vigilant
Activist groups do not always announce their actions. Therefore, it is crucial to prepare for worst-case scenarios. Ensure a detailed incident response and crisis management plan that clearly outlines which actions must be taken and by whom.
Moreover, monitoring trends can be useful to detect early warning signs. Pay attention to social media unrest, emerging media topics, socio-economic trends, …
Proactively establish good relationships with local police so you can count on their support when needed. However, take into account that involving the police may result in the incident becoming public knowledge.
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