It’s 10 p.m. on a Friday and the last thing you are expecting is a call from your client saying they are having a crisis. When that happens, it is up to you to be prepared to guide them and support them in the moment. You can’t be caught without a crisis communications plan in the middle of a situation.
I was lucky enough to attend PR Week’s Crisis Communications conference with Teak Media’s President, Jackie, and we had a day filled with learning and networking. Here are a few of our key takeaways about how to effectively navigate a crisis from a communications perspective.
Know Your Brand
Having a clear identity is this first real step to knowing when your company should weigh in on the issues of the day. When you know your brand and its values, it is easier to manage how, or if, to respond to a trending topic, like campus protests or even the Tom Brady roast. If you aren’t sure what your brand is all about, take the time to go back to your founder’s story and find your purpose. Why your brand exists is equal to its purpose, and everything your brand is associated with should align and emphasize what is important to the company’s principles. This is your North Star when it comes to crises, controversial issues, and overall messaging. If it doesn’t further your purpose and emphasize your values, then it shouldn’t be something you concern yourself with or engage in.
Balance reactive with proactive
There is only so much you can do to plan for a crisis, but it is really important to do the planning that you can in advance, so you aren’t in a full-blown panic when a situation arises. At Teak Media, we develop a crisis communications protocol for our clients that involves identifying, in advance, potential issues that might arise and then creating sample media statements accordingly. We select, develop, and prepare the crisis communications team that will be on the ground during a situation, and we train spokespeople in advance to answer the difficult questions and/or pivot around them. As one of the conference speakers said, “the best defense is a good offense.” Amen to that. It is important to know in advance the types of situations that could come up, so you are prepared to respond.
Be the calm in the storm
Panicking doesn’t help you or anyone else during a crisis. As the team that organizations and companies hire to help maintain reputation and elevate their brand, it is our role at Teak Media to be the voice of reason in a crisis and control the situation for our clients. It is easier for us to take the emotion out of the moment than our clients, who are more directly involved, and execute the crisis communications plan we have in place. Most importantly, we are transparent, authentic, and open with our clients during this time to ensure clarity and efficiency. When clients are in a communications crisis, our job is to serve and support them, gather the facts, prepare their leaders to make statements, help them determine when and how to provide information to their different audiences and / or the media, and more.
While my colleagues at Teak Media have been providing crisis communications assistance to clients for decades, this conference was my first real dive into this aspect of our work. I’m sure it won’t be my last. There is something about planning and having your ducks in a row to ensure a smooth process that excites me, and I enjoy being that person others look to in a time of need. For additional best practices, be sure to check out our Top Ten Tips for Crisis Communications.
