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The top mistakes that businesses make in a disaster

When the unexpected happens to a business, delayed action – or the wrong action – can cause as much harm as the initial incident itself. That’s the message of John Bresland, former board member and chairman of the US Chemical Safety and Hazard Investigation Board , who will be a keynote presenter at the 2016 World Conference on Disaster Management, to be held June 7th-8th at The International Centre in Toronto.

“The last thing you want to do is be taken by surprise,” says Bresland, who now consults large organizations on chemical process safety. “There are practical steps every business should take to effectively learn, communicate and plan for future disasters to which the organization may be vulnerable.”

Bresland cites the following as the five top mistakes businesses make when preparing to respond to, mitigate and move forward from disaster:

Failing to define worst-case scenarios

What might be considered a relatively small incident can quickly become a very expensive one if a company fails to look beyond the immediate safety issues and consider business impacts. For example, even a small event like a fire can lead to significant loss of production and profits long after the fire is extinguished. “Ask yourself what’s the worst possible scenario and prepare for that,” advises Bresland.

Lacking understanding of risk

A company that fails to fully understand the risks associated with its operation, and fails to take the necessary steps to mitigate them will find itself caught in the crossfire. Bresland highlights the example of a small, family-owned fertilizer business in Texas that was forced to declare bankruptcy following a tragic explosion that killed 12 firefighters and three members of the public, an event he said could have been avoided altogether. “As part of their operation, they were storing and using ammonium nitrate, a material that can explode under the right circumstances,” he explains. “They should have been aware of those hazards and ensured proper procedures were in place to appropriately guard against them.”

Neglecting to build community ties

When disaster strikes, it’s crucial to have good relationships with ‘people on the outside,’ Bresland says. For chemical companies, outreach is often in the form of community advisory panels made up of first responders, community representatives, local authorities and health officials who meet regularly with facility management to discuss important issues. For other companies, it may be Information Sharing and Analysis Centers (ISACs) to help combat cyber security threats and problem solve in the event of an attack.

Overlooking response requirements

Never underestimate the time and resources required to get your operation back up and running following an incident. Businesses often fail to take into account the loss of productivity that will ensue when employees who are usually involved in productive work will be pulled away to deal with insurance claims, regulatory agencies and possible investigations by outside groups. “The bottom line is a single incident can suck the oxygen out of your company for a long time afterward,” Bresland says. “You’re going to need to rebuild your business and your reputation so it’s important to build the resources for that into your contingency plan.”

Being ill-prepared to deal with media

In order to respond effectively to media questions and a possible backlash arising from an incident, senior executives need to be well rehearsed. Outside consultants trained in crisis management often work with organizations to ensure managers are equipped to deal with the pressure. You don’t have to look far for examples of what not to do, Bresland says, pointing to the 2014 water crisis in West Virginia as an example. At a press conference to address his company’s role in the chemical spill that disrupted water service in nine counties, Freedom Industries’ then president announced he was done answering questions and promptly left while taking sips from a water bottle. “It was the middle of a disaster and he was unable to face the tough questions,” Bresland says.

Bresland will share some of these, and other, insights in his keynote address entitled ‘Is your company and your community prepared for an unanticipated incident?’ at WCDM on June 8th at 8:45 a.m.

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