Communicating in a Crisis

The best way to survive in a crisis is to anticipate situations that your organization might face in the future. A crisis communications plan will help you avoid costly mistakes when the unexpected happens. Here are some of the basics to get you started. For a more comprehensive plan, give us a call. For over 30 years, we have helped organizations of all sizes anticipate and manage crisis events.

ELEMENTS OF A CRISIS COMMUNICATIONS PLAN

Organize Your Crisis Team 
Senior executive, PR/marketing director, HR director, legal counsel, other critical team members.

Identify Key Audiences
Customers, employees, vendors, community & government leaders/regulators, investors.

Determine Communication Channels
Website, social media, email, news media, signage, direct mail, etc.

Assess Vulnerabilities
Identify your organization’s potential vulnerabilities (data breach, workplace violence, flu pandemic, etc.)

Prepare Responses
Develop pre-draft responses to each scenario, deploying the “4 Cs” of crisis communications.

4 C’S IN COMMUNICATION DURING A CRISIS

Candor
Acknowledge the crisis. Share what you know. Don’t speculate on what you don’t know.

Clarity 
Avoid jargon. Identify “who, what, when, where and why.”

Compassion 
Express empathy for those affected. Inspire others. Align your expressed concern with your values and actions.

Confidence 
Reassure your audiences that you will keep them (and their interests) safe, by clearly identifying your action plan.