Today, with everything moving so quickly, a crisis may occur at any moment such as a data breach, failed product, a social media scandal or a public outcry. If organizations do not communicate well in these moments, they might suffer a bad reputation, lose the trust of stakeholders and face lasting financial issues. So, a well-prepared crisis communication plan is not only a PR requirement, it plays an essential role in keeping an organization stable.
A crisis communication plan shows how the organization should respond when facing challenges. The first part of making a proper plan is to think about possible problems ahead of time. It requires assessing risks to see which scenarios, inside or outside the company, may disrupt business or cause damage to the company’s reputation. Being aware of risks such as accidents and false information lets you be ready for them.
When you have identified the risks, the next thing to do is organize a crisis response team. The group should be made up of the CEO, head of communications, legal counsel and heads of the affected departments. All participants should understand their duties, be able to use important contacts and be prepared to respond fast. Picking a representative who is knowledgeable about the media, comfortable in crisis situations and shares the company’s values is very important.
A crisis response works best when everyone uses the same, clear message. Because false information can spread rapidly during a crisis, it’s important to talk to the public regularly. Acknowledge the problem, empathize with the people affected and specify the solutions you are implementing. Do not use corporate terms and general promises. Try to always be clear and open, it helps to maintain trust, especially when things are not going smoothly.
Channel strategy is an important part of crisis planning that is often ignored. The type of crisis will determine which communication method to use such as press releases, social media, email newsletters, live press conferences or internal communication tools. Using multiple communication methods guarantees your message gets to customers, staff, regulators and the media.
It is also crucial that a crisis communication plan covers how to monitor and get feedback during a crisis. To respond to changes in public opinion, real-time social listening, tracking the media and getting feedback from stakeholders are used to modify the communication strategy. Having holding statements ready which are messages made ahead for various crisis situations, helps to quickly respond when needed.
Evaluating after a crisis helps companies improve over time. When the activity is over, the team should meet to see what was done well, what could be better and how to improve the plan for next time. Reflecting on these situations improves how the organization handles them next time and displays to others that it keeps learning.
All in all, an effective crisis communication plan is prepared in advance, rather than put together in response to a crisis. It depends on being prepared, clear, empathetic and agile. If organizations communicate honestly and quickly in uncertain times, they can get through the crisis and often build stronger relationships with their stakeholders. The true value of your communication strategy is seen during a crisis. Contact me today to help you out at such critical moments.
