Communication teams play a vital role in helping organizations respond effectively to unexpected events. While we can’t always predict when a crisis will arise, being prepared goes a long way to help our leadership team navigate these challenging moments with grace. That’s why planning is the key to effective crisis communications.
Here are some elements to consider as you build your plan:
Assess your top risks. Pull a team together to brainstorm about possible scenarios, given your primary lines of business. Rank these potential events on the dimensions of how likely they are to occur and how much impact they could have. Prioritize which events are the most crucial. Consider whether it might be helpful to craft holding statements outlining your organization’s position on key issues. Plan on conducting this exercise at least every 18 months — and in between as needed.
In some cases, your brainstorming exercise may uncover the potential for a looming reputational crisis. Consider what actions you can take to resolve the conflict. Steps could include changing a problematic policy or mitigating a damaging issue. In a best-case scenario, PR pros have a role in organizational operations, and their guidance helps steer an organization away from damaging actions or policies. If it’s too late to fix the problem, weigh the pros and cons of getting ahead of it by disclosing it on your own terms.
Identify key spokespeople. Credibility is the key here, so be sure to single out the most knowledgable and high-ranking leaders who can represent your organization on key issues. Identify backups as well. Your PR team would serve as spokespeople for day-to-day media management and should also be ready to fill in during a crisis event. Consider the need for media training to prepare your leadership team to handle these situations with confidence and grace.
Make a notification plan to get things moving. Every minute counts, so plan ahead to flesh out this process. How will the communications team be notified of the crisis? Which executives should be called, and in what order? Expand this to include subject matter experts who can be pulled in as needed to help you gather information to craft the response. Create a master list, specifying who is responsible for each step of the notification workflow. Make sure each person identified through this process understands their assigned role.
Address roles and responsibilities for the communications team. This includes working with key stakeholders to gather facts, develop a strategy, craft the response and work on supporting resources that may be needed internally and externally. Balance the need to respond quickly with the responsibility to provide accurate information — all while striking the right tone. (It is always OK to tell a reporter that you will need a little time to gather the facts. Keep their deadline in mind, and be willing to check in if needed prior to having your response finalized.) Outline the steps of your internal approval process. Don’t forget to include the Legal Department.
Plan for internal communication. Identify guidelines for how and when the news will be shared with team members. It is recommended to do this ahead of releasing a media statement if possible. Also identify helpful supporting resources, including leader talking points and team member FAQs. Remember, consistency is key, so ensure your internal and external responses align. If you do this well, your internal audience can become effective informal spokespeople as they field questions from friends and neighbors.
Keep your plan fresh. After an event, assess what went well, and what didn’t. Update your plan accordingly based on lessons learned. Keep it fresh by reassessing periodically and as needed. Evolving and updating your holding statements should be an ongoing process. In some cases, you will do this as you anticipate media attention that never materializes. It always pays to be prepared.
In the midst of a crisis, when stress levels are boiling over, the time and effort you put into planning can make all the difference. This commitment can also elevate the role of your Public Relations team, which will enable them to provide their unique perspective on how to strengthen your company’s relationships with key audiences. This can make future unplanned crises less likely as we get in the habit of centering our actions on the best interests of our customers.
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