The weekend of December 24 and 25, 2010 will be forever remembered for one of the worst weather events in New York City history. “Thundersnow.” “Snowmagedden.” Twenty inches of snow in one night. All NYC area airports CLOSED. Subway passengers marooned in their trains for hours.
No, crisis isn’t convenient. Lots of people away for the festive weekend. Little warning. Big weather event. Big consequences. So, how did the Big Apple administration respond? Badly, it would appear. But more on that in a moment.
Why have a crisis plan? Almost all organizations have a plan or plans in place for emergencies. The fire evacuation plan is the most basic example. Many organizations have business recovery plans in case something interrupts mission-critical business activities. This might be an HR issue, such as the senior leadership killed in a plane crash. It might be an information technology issue, where products or services cannot be delivered because of a software or hardware breakdown. These are operating crisis plans. Additionally, many organizations have crisis communications plans. And they have them for a number of reasons:
- To formalize procedures for managing an issue into a plan so that these procedures can be shared, verified, practiced, revised.
- To reduce “thinking” time and increase speed of response, often critical to good crisis management.
- To give the backups to the designated first responders, who might be unavailable, the “manual” of instructions to follow.
More sophisticated crisis response plans have an escalation provision that increases the response, depending upon the severity of the issue. I once worked with an organization that had a response plan that they summarized as “Get Big Quick” (GBQ) when an incident was classified as severe. How many crises may have been minimized had organizations responded with GBQ at the first sign of an impending issue? However, the organizational tendency, in my long experience, is to minimize, not maximize. They always hope the problem just goes away. Usually it doesn’t. The momentum of moving to GBQ that is lost to indecision and tentativeness has often been the difference between a well-managed issue and an out-of-control situation – which is my definition of crisis.
Well, having a plan is one thing – sticking to it is another. The New York Daily News reported on December 29th: “The MTA (Metropolitan Transportation Authority) failed to follow its own emergency protocol before the blizzard that crippled large swaths of the subway system.
“The MTA didn’t declare its highest-level Winter Operations Plan 4 in effect until Sunday when the storm was underway…An all-hands-on-deck declaration should have been made on Saturday when the forecast first predicted a blizzard would slam the city, the 300-page plan says…Instead, the Level 1 plan – the lowest – was officially in effect Friday into Sunday.”
In the days following the blizzard, the Daily News chronicled the City’s tragically poor performance. Calling out more workers for snow clearing on Christmas day brought poor results – some just couldn’t get to work. Actions taken were sometimes misguided – like sending out buses without tire chains, only to see many of them get stuck and block more streets. Those were the operational problems. How about the communications response?
On the Monday, with the City still snowed in, the Daily News reported that Mayor Bloomberg said: “The world has not come to an end…On balance, I think you’ll find we kept the city safe and we’re cleaning it up.”
The Daily News showed in its anatomy of the storm and response that New Yorkers didn’t agree.
“Laura Freeman, 41, was among the desperate 911 callers when her elderly mother fell ill in her Corona home. By the time first responders made it through the snow-choked streets, 75-year-old Yvonne Freeman was dead.
“Later, as the distraught family watched in disbelief, Bloomberg appeared on television. “He said, ‘It’s horrible, but take in a Broadway show,’” recalled Lisa Moyano, another of the victim’s daughters.”
Lessons to be learned
So, what are we to take from New York’s misfortune?
First, the Plan is key. Keep it current. Don’t let other objectives (like finances) diminish it (it’ll cost more to fix than is saved by skimping). Orient new employees to the Plan. Practice it. Follow it.
Second, even a good operating response will suffer if communication isn’t handled well. BP’s “I want my life back” and NYC’s “Take in a Broadway show” will live in infamy.
Third, in crisis where someone dies, no matter what words you use, “sorry” doesn’t help the dead.