Crisis management: consider a military model.

Although Norman Schwarzkopf distinguished himself as a brilliant soldier for more than 30 years, he is best remembered for his flexibility and lightning responses in the Gulf War. Association leaders confronting unexpected events can do well by emulating the Schwarzkopf model.

During normal times association executives can handle most activities. When unique events occur, however, volunteer association leaders who step forward to adopt special roles can have tremendous value. A person intimately involved in an industry or profession can often anticipate the impact of events more accurately than association staff.

Consider, for example, the ongoing Asian financial crisis. The devaluation of Thai currency by more than 50 percent in a matter of weeks and the loss of 70 percent of the value of the Malaysian stock market since October 1997 are just two examples of how external events can devastate industries.

Continuing to rely on scheduled association meetings and standard communication techniques during extraordinary situations is not enough. To bolster response to special challenges, association leaders can take at least two steps to benefit from close cooperation with association staff.

1. First, be prepared to facilitate emergency meetings and teleconferences among members with specialized knowledge, making possible concerted action by the association. For example, the Asian crisis has severely damaged many U.S. exporters and manufacturers. Since July, an unprecedented flood of foreign steel imports into American markets forced U.S. steel producers to examine options such as initiating formal dumping proceedings against foreign manufacturers. Similarly, exporters to Asia of U.S. commodities such as wood pulp and agricultural products have been placed at great risk by Asia's economic slump. Associations representing these industries have had to act quickly to minimize losses by members.

2. Second, when a crisis occurs, redesign traditional association communication tools. The sole goal is to reach members as quickly as possible with time-sensitive information. Your association, for example, might convene an ad hoc group to gather intelligence during a crisis and immediately pass on its findings to members daily via the Internet, fax, or special newsletter.

Submitted by Dennis Unkovic, a partner in the Pittsburgh law firm of Meyer, Unkovic & Scott LLP