BulletProofBlog the blog on crisis communications

Last week, I had the pleasure of speaking at the National Retail Federation' s Loss Prevention Conference in Los Angeles - and if one point was driven home for me more than any other, it' s that retailers operate in an almost perpetual state of crisis.

During my session with NRF Communications Vice President Ellen Davis, and in the conversations I had with conference participants throughout the week, I was reminded of the kinds of challenges that businesses - especially those that directly serve consumers - face every day. From slumping sales to shoplifters to accidents in the parking lot and beyond, there' s a lot to keep a retailer up at night.

Based on what I saw at the conference, many are starting to sleep a little easier for the simple reason that they are beginning to understand the importance of anticipating and planning for the days when issues and problems erupt into crises.

Today' s retailers know that when crises arise, they must be seen as actors in their own drama. They' ve got come across as leaders in managing and addressing the issues that adversely affect their businesses and responsible stewards of the communities they call home. That means being prepared to disseminate and follow up on public messages of concern, commitment, and action when crises arise.

A crisis plan, while essential, is just the start. Corporate managers and executives must know how and when to communicate with consumers, employees, and public officials in a crisis - even as it' s happening.

Looking back and trying to "fix" misperceptions is not an option.

Gene Grabowski is a Senior Vice President and head of Crisis and Litigation at Levick Strategic Communications, as well as a contributing author to Bulletproof Blog.