By J. Price Gittinger
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If there is any chance of pollution to the air, land or water then the Weather Bureau will be instantly notiﬁed and asked for advice on expected weather conditions. This can be crucial if there is a sudden toxic emission from a plant. Only the weather service will know exactly where and how strongly the wind is blowing! If there is a crisis at sea it will almost certainly be coordinated by the Coastguard Service and involve various, often voluntary, units from the Royal National Lifeboat Institution, inshore rescue and specialist diving teams.
History is littered with examples of medical experts working for companies, who have proved to be completely unreliable in their judgement about a health issue involving their employers. Any crisis planning involving health issues must include the identiﬁcation of people who can speak reliably and credibly on your behalf. They must be experts in the products you make or the pollutants you have to deal with. In the case of companies that manufacture medical products this is often easily dealt with by calling on the ofﬁcials who clear them for sale to the public.
In a crisis, decisions have to be taken quickly about what key audiences should hear which key messages. This is often referred to as ‘spin-doctoring’ – in our view a perfectly legitimate practice but one that has fallen into disrepute because of its association in the world of politics with lies, distortions and duplicity. What it actually means is to take the same set of facts and emphasize the positive, rather than the negative, aspects in respect of differing audiences. News is often like electricity; there are always positives for every negative if you give yourself time to think it all through and tease them out.