Despite best efforts, and often through no fault of their own, organizations may find themselves in a crisis or challenging circumstances that require strategic communications. There are many types of scenarios that may lead to a crisis: delays, layoffs, technical issues, or anything that is unexpected. In these moments, it can be difficult to figure out what to say, how to say it, and who should deliver the message. Below are a just a few recommendations for how to communicate externally in a crisis.
Do create a communication plan
Just as you have insurance for your car in case of an accident, so you should have a crisis plan established ahead of time. This way you can act quickly and alleviate stress in the event of a crisis. It should be tailored to the situations your organization is most likely to face and should include a chain of command for sharing information and key messages.
Don’t delay in creating communication materials
Be proactive to get ahead of the issue. Ignoring the issue can lead to speculation which can be damaging. Draft a holding statement, which is a short response that addresses the issue and can be used if media reach out to your organization. It should state the agreed upon facts, briefly offer reassurance, and explain the actions being taken. While you want to be honest, also be mindful to avoid information you don’t want to share or isn’t necessary to share. You may also want to create a Q&A list, so you can have answers ready should interviews be necessary.
Do determine a spokesperson
Naming one person as the go-to spokesperson will ensure that there is one message being put out during a crisis. Having multiple people speak on the issues may create confusion that leads to additional issues during an already high-stress moment. Communicate with your internal staff and other stakeholders to ensure that they understand that the protocol is to refer all media inquiries and questions to the designated spokesperson.
Don’t lose sight of your mission
Following any challenge, an effort should be made to learn the important lessons and re-center focus on the organization’s mission. Sharing your vision for the future in your communications will help to reorient your team and reengage external audiences. Despite difficulties, the mission is your organization’s reason for being, so don’t lose sight of the higher-level initiatives and goals that your organization are working toward.
Difficult news doesn’t have to lead to a negative outcome. By being prepared and taking the necessary proactive steps, you can create a seamless method to communicate effectively, get beyond the crisis with minimal reputation damage, and continue to do your important work.
There are many additional steps for critical crisis communications. For more information, download our Top 10 Tips for Crisis Communication.
