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Crisis Communications Tips
Putting Together a Crisis Communications Plan
Crisis communications refers to the mode of communication an organization uses when something happens that seriously affects or threatens the organization’s operations or people. The purpose is to provide timely and necessary information to leaders, staff and key constituents in order to avoid harm and prevent further damage. The purpose is not to ‘spin’ things to look favorable when they are not.
The following points may help your organization put together a written plan.
Define what is a crisis for your organization. Some possibilities include:
- Natural or manmade disaster
- Negative publicity about the organization or someone close to it
- Unexpected death of someone close to the organization
- Violent act or threats
Identify a team to act in the event of a crisis.
The executive leader must be on the crisis team. Other members may vary depending on the type of organization and staffing patterns.
Identify general steps that should be taken, i.e.:
- Assemble the team.
- Obtain the facts.
- Decide who should be informed.
- Formulate the message.
- Assign roles and take action to communicate.
- Mobilize for next steps (When does team meet again? Who does what next?)
- Assign spokesperson role.
- Plan media strategy if necessary.
Other general guidelines:
- Inform internal audiences first.
- Be thorough in attempts to contact all who should be and keep track of who has been contacted and what they were told.
- If the crisis involves the media, designate a single spokesperson and have everyone refer inquiries to that person.
- Keep in mind that the perception of a crisis may last longer than the crisis itself. Be ready to continue communications.
- Be honest, do not speculate, and if you don’t know the answer to a question, say so.
In Brief
- Define what constitutes a crisis.
- Identify an action team.
- Identify likely action steps.
- Create a plan to first inform internal audiences, then others.