5 Steps to an Effective Incident Management Plan

Even though you provide your drivers with training and safety education and they take all the necessary precautions on the road, it is important to have a plan in place in the event of a crisis. Everyone at your company will need to know how to respond if one of your drivers is involved in an accident, particularly if it is a large-scale accident in which the media is interested.

Assemble a crisis management team to assess the risks that could arise following an incident and lead the company’s response. Together, the group should create and implement an incident management plan that will guide the company and all employees if an accident occurs. An effective plan can be developed by following these five steps:

Crisis Communication Policy
Designate a crisis manager to direct and coordinate your organization’s response internally and externally. The crisis manager and backup spokespeople are the only employees who should release information to the media. All other personnel and staff should direct the media to these spokespeople. In order to build the public’s trust and confidence, it is essential to present a well-coordinated, proactive response to the media.

Situation Assessment
Evaluate the situation to determine the company’s next steps and who will need to be involved. Consider the media, legislative agencies and family members that should be contacted. Review your company’s privacy policy to ensure that it is not violated.

Action Plan
Create an action plan for every step that must be taken if an incident occurs to ensure that nothing is overlooked.

• Prior to leaving the office to go to the scene of the accident, alert the crisis management team and senior management of the event, inform the receptionist of actions to take with incoming calls, assign one person to take all calls regarding the incident and prepare an incident response bag.

• At the scene, collect as many details as possible. Maintain a log of the individuals completing tasks and the times they are completed, and capture on film as many facts as possible from the scene. Determine and locate resources necessary to manage the crisis. 

• At the office, maintain a log noting the time and individual completing each task, along with a log of all calls and emails inquiring about the crisis to ensure everyone receives a response. Designate company liaisons to work with the coroner’s office, if necessary, and the local hospital to monitor anyone who has been injured. Consult your company’s legal representative prior to speaking with victims or their family members, and before visiting them in the hospital.

Distribute an official press release, update your company website, and be sure to monitor all media coverage on television and the Internet. Monitor cell phone records, Facebook and Twitter accounts of your drivers to ensure they do not share information about the event.

Addressing the Public
If a large-scale accident occurs, the media will need to report on it. Therefore, it is best to provide a controlled response that focuses on the facts and restores the public’s confidence in your company.

The company spokesperson should speak to the media as soon as possible after the event. Prepare answers to potential questions and talking points to ensure the representative stays focused and gets the most critical points across. Determine whether a press release, fact sheet or other material should be prepared for the media. The goal of all comments and materials distributed should be to provide accurate, up-to-date information while protecting the integrity and reputation of the company.

Be sure that employees who stay in the office and interact with the public are prepared as well. The receptionist and anyone who may greet members of the media or the general public should have a written statement to provide. The receptionist should also have a script to use when handling incoming calls.

Evaluate Efforts
When coverage of the incident begins to slow down, evaluate your company’s response. Determine what worked well and what will need to be improved in the event of future accidents. Review all of the releases and messages that were distributed to ensure that there are no issues needing further clarification. Collect and file all material related to the event. Review all of the information and distribute a post-crisis evaluation to senior management and the crisis management team.

Baldwin & Lyons is offering free copies of our How to Capture Facts on Film pamphlets, while supplies last. To order this pamphlet, contact the Loss Prevention Resource Library at 317-636-9800 or email your request to thequill@baldwinandlyons.com.

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