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How can you prepare your spokesperson for a crisis communication event?

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A crisis communication event can happen anytime, anywhere, and affect any organization. Whether it's a natural disaster, a cyberattack, a product recall, or a scandal, you need to be ready to respond quickly and effectively. One of the key elements of your crisis communication strategy is your spokesperson, who will represent your organization to the media, the public, and your stakeholders. How can you prepare your spokesperson for a crisis communication event? Here are some tips to help you train and support your spokesperson before, during, and after a crisis.

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Choose your spokesperson wisely:

Select someone credible and knowledgeable about your organization and crisis specifics. This ensures they can communicate effectively and instill confidence in stakeholders.### *Train regularly for readiness:Conduct routine training sessions to enhance communication skills and simulate crisis scenarios. This preparation helps your spokesperson handle media interactions smoothly, even under pressure.

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1 Choose wisely

Your spokesperson should be someone who is credible, knowledgeable, confident, and calm. They should also be familiar with your organization's vision, values, goals, and policies, as well as the specifics of the crisis situation. Depending on the nature and scope of the crisis, you may need more than one spokesperson to cover different aspects or audiences. For example, you may have a technical expert to explain the details of the problem, and a senior leader to express empathy and accountability. Choose your spokespersons carefully, and make sure they are willing and able to take on this role.

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Farhia Jabbar

Marketing and Communications Professional
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Getting your spokesperson ready for crisis communication is like coaching a star athlete for a big game. Choose someone who's not only knowledgeable but also calm under pressure. Together, identify potential crises, craft clear & empathetic key messages, & practice these scenarios to perfection. Stress the importance of being truthful and consistent in communication. Make sure your spokesperson is well-informed, works closely with the crisis team, and knows how to handle media inquiries. This preparation ensures your spokesperson can be a trusted voice in times of trouble, helping your organization maintain its reputation and rebuild trust.

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2 Train regularly

Your spokesperson should not wait until a crisis occurs to practice their communication skills. They should undergo regular training sessions to improve their delivery, tone, body language, and message clarity. They should also learn how to handle different types of media interviews, such as live, recorded, or online. They should be able to anticipate and answer common questions, as well as deal with challenging or hostile questions. You can use mock scenarios, role plays, feedback, and coaching to help your spokesperson prepare for various situations.

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Caitlin Anderson, CMP?

Internal Comms | Data + Heart = better outcomes and happier employees
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Consider yearly media trainings or refreshers for your communicators. It never hurts to get coaching so they can practice, practice, practice. Having an outside coach will provide another perspective.

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3 Brief thoroughly

Before your spokesperson faces the media or the public, they should have a clear and consistent message to convey. You should brief your spokesperson on the facts, the actions, the impacts, and the expectations of the crisis situation. You should also provide them with key messages, talking points, factsheets, and other relevant materials to support their communication. You should review the message with your spokesperson and make sure they understand and agree with it. You should also update your spokesperson regularly as the situation evolves or new information emerges.

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4 Monitor closely

During a crisis communication event, your spokesperson should not be left alone or unsupported. You should monitor their performance and provide them with feedback, encouragement, and guidance. You should also monitor the media and public reactions to their communication and adjust your message or strategy accordingly. You should be ready to intervene or assist your spokesperson if they encounter any difficulties or challenges. You should also protect your spokesperson from being overwhelmed or exhausted by the demands of the crisis communication.

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5 Debrief properly

After a crisis communication event, your spokesperson should not be forgotten or ignored. You should debrief your spokesperson on their experience and outcomes, and acknowledge their efforts and contributions. You should also evaluate their strengths and weaknesses, and identify any areas for improvement or development. You should also provide them with any emotional or psychological support they may need, as a crisis communication event can be stressful and traumatic. You should also celebrate and reward your spokesperson for their role in managing the crisis communication.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Suzanne Broadbent

Always looking for a good story to tell. Principal at KJ.
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Preparing your spokesperson is an important piece of the puzzle. But don't forget to make sure other stakeholders also know what the plan is. They should all know who the spokesperson is and who is authorized (or not) to speak externally about the situation.

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Serena Jweinat
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Alongside external spokespersons who handle communications with the media and external stakeholders, internal spokespeople are equally vital. These internal spokespeople may include executives, managers, or subject matter experts who are well-prepared to address various aspects of the crisis. Each plays a crucial role in keeping employees informed, addressing concerns, and ensuring internal communication flows smoothly. Having a team of internal spokespeople helps distribute the communication load effectively, ensures that employees receive timely and accurate information, and fosters a sense of transparency and trust within the organization during challenging times.

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How can you prepare your spokesperson for a crisis communication event?

1

2

3

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6

1 Choose wisely

2 Train regularly

3 Brief thoroughly

4 Monitor closely

5 Debrief properly

6 Here’s what else to consider

Internal Communications

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How can you prepare your spokesperson for a crisis communication event?

1

2

3

4

5

6

1 Choose wisely

2 Train regularly

3 Brief thoroughly

4 Monitor closely

5 Debrief properly

6 Here’s what else to consider

Internal Communications

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