The Protocol

The protocol has been developed as a guide to handling a crisis, which may involve intense media scrutiny.

It should be used in on-going training programmes conducted by communications professionals to maintain levels of skill amongst key spokesmen and spokeswomen who may face the challenge of “bad news scenarios”.

The Emerging Crisis

The organisation’s Communications Officer (Press Officer) must be informed immediately of serious bad news or potential crises. This is not an option. It cannot be an after-thought. Bad news cannot be hidden. However, with skill and preparation, it can be handled to minimise damage.

As soon as it is clear that a real crisis is imminent, a protocol unique to Selfridge Communications, devised as a step by step guide ensuring clarity and certainty of outcome is activated.

The regime of actions in the protocol is outlined at the consultation stage with clients.