Beyond The Net
Be prepared to update site in emergency
By Janine Warner
The Web provides a powerful vehicle for businesses and nonprofit organizations to present their side of any story, and get the word out quickly when tragic events, bad press and other crises arise.
But don't wait for an emergency to find out if you're prepared to add new information to your website quickly, and don't fool yourself into thinking that just because you don't manage a daily Internet newspaper you don't have to worry about speedy updates.
With a little planning and key systems set up in advance, you can be prepared for events that require timely information -- whether it's an international crisis that stops air travel, a potential strike that prevents shipping or an embarrassing event that makes your CEO cringe and demand that the ''real'' story be told as soon as possible.
Most organizations develop websites that are updated on a weekly, monthly or even annual basis. More sophisticated sites may be linked to databases that track inventory or update product listings in real-time, but even high-end sites are often ill-prepared to update special information quickly.
How do you prepare for events that you hope will never happen? You develop systems that are simple to use, train key staff who might otherwise never touch your website to make emergency changes and make it possible to send new information to the Internet in seconds, not hours or days.
Here are a few steps you can take to be prepared:
- Make sure you can send new information to your website quickly. Many sites are designed with testing systems that safeguard against careless mistakes, but these systems can add hours, or even days, to the time it takes to add new information. Work with your technical staff or consultants to make sure you can update your site quickly if necessary. This may require creating a new section that can be updated independently from the rest of the site, or being able to override the regular update system.
- Make it easy to update important sections of your site. Consider developing an update system that is easy enough to use that nontechnical staff can also contribute to updates. Many such systems use Web-based forms that only require simple data entry to post new information to your site. Such a system can be designed to change or add information as easily as filling out an online order form. You will need an experienced programmer to develop a form-based update system, but once it's in place, almost anyone on your team should be able to use it to update the site. Many Web consultants offer this kind of service and once it's developed it can be used for others kinds of updates as well. For example, this system works well for real estate agents who need to change listings frequently, or organizations that have a calendar of events that must be updated.
- Use passwords to control access to update systems, but make sure that enough staff have password access that even if most staff aren't available, you can still update the site. With the right update system (one that uses a simple Web browser to make changes through a form), you can send updated information to your site from any computer connected to the Internet. That means you can update your website, even if you can't get into your office.
- Identify key staff members who will be trained to update the site. With the right systems in place, you do not need to have much technical experience to make simple updates to a site, but staff will still need some instruction. Make sure you also develop a schedule for retraining to ensure they don't forget emergency procedures. Your most serious emergency may not happen for years to come. Make sure staff don't forget how to handle them in the meantime.
First publication: The Miami Herald, Mon, Nov. 18, 2002
