How do you choose the most appropriate communication channels and tools for a crisis?

Most importantly, the company or business owner needs to look at the situation from the customer's perspective. Answer the question, "What would I want to hear, see, or do if I was the one whose life was affected by this?" This should frame your mindset and trigger the empathy the situation might require.

A figura do gestor de crise, especialista em comunica??o, entra em cena para formular a melhor linguagem, pensar na narrativa e na contranarrativa e na melhor estratégia de gerenciamento de crise com foco nas redes sociais. é preciso ter cuidado com os offs, por exemplo. Em situa??es delicadas, em que os veículos de comunica??o competem por informa??es privilegiadas, qualquer declara??o off the records pode ser arriscada. Mas crises pedem interven??es rápidas. Um caminho é ir direto ao foco do boato: as redes sociais. Isso pode ajudar a multiplicar o pronunciamento e neutralizar parte da onda negativa. Mas é fundamental se manifestar também nos canais oficiais da empresa, como o site.

In a crisis, the first step is to assess the situation, understanding its scale, impact, nature, and the stakeholders involved. This assessment guides the choice of communication channels, some of which could range from press conferences or press releases for wider audiences to direct emails or social media for targeted groups. The choice of tools is equally crucial, as they should facilitate timely, clear, and consistent messaging. ORM and Media monitoring software are essential tools to track the crisis’s progression and inherent communication platforms to engage with stakeholders. The ultimate goal is to ensure the right message reaches the right people at the right time, mitigating the crisis’s impact and paving the way for recovery.

It all depends on how the crisis happened and where. I always recommend to remain silent until a full assessment is completed. After understanding who’s been hurt and how we’re going to address the situation with a solution, then we deliver the message. A message during crisis has to always come with a solution and not only apologies. Delivering the message using the appropriate channels shows how interested the company is on getting confidence back.

In my opinion, the first step in choosing the right communication channels and tools during a crisis has to be to thoroughly assess the situation at hand. This should involve gathering accurate information about the nature, scope, and potential impact of the crisis. I believe it's important to understand the stakeholders affected, their specific concerns, and their preferred communication channels. By analysing factors such as the urgency of the situation, the geographic location of those impacted, and the level of public interest or media attention, you can better assess the most effective ways to disseminate information and engage with your audiences.

Understanding your audience, and who they are, is mission critical in selecting the right communication channel. The message is obviously important, however ensuring that your messages are being delivered to the right audiences is of equal importance.

In my experience, different channels have unique strengths and limitations, it is important to select the right mix. For instance, traditional media outlets like television may be best suited for reaching broad audiences and disseminating updates quickly. Alternatively social media platforms,, can be powerful for real-time engagement, rumour monitoring, and sharing visual content. It's also important to consider direct communication channels like email, SMS alerts, or dedicated hotlines, particularly when dealing with specific stakeholder groups or localised crises. By using a combination of channels based on the needs of the situation, you can ensure that your messages reach the intended audiences in a timely and impactful manner.

Whether through video, audio, or digital mediums, it's crucial to tailor your message to resonate with your audience's preferences. One approach to streamline your message and maximize impact is: AIR technique: Affirm, Illustrate, Recap. Begin by affirming your key message, then illustrate it with examples to enhance clarity and memorability, and finally, recap to reinforce key takeaways. Consistent and strategic communication in times of crisis, becomes even more critical. Remember, a single video or press release won't resolve a crisis entirely. Instead, every interaction with stakeholders presents an opportunity to nurture trust and goodwill.

I believe that using a robust suite of tools can significantly improve your ability to execute a coordinated and effective response. For instance, crisis management platforms can help streamline communication workflows, facilitate collaboration, and provide real-time monitoring and analytics. Social media management tools can aid in tracking conversations, scheduling content, and engaging with audiences across multiple platforms. Additionally, consider using multimedia creation tools to rapidly develop visual assets, such as infographics, videos, or interactive content, which can improve message clarity and engagement.

It's important to remember that these decisions should be guided by a comprehensive crisis communication plan and strategy. In my opinion, having a well-defined plan that outlines roles, responsibilities, and protocols can help ensure a coordinated and efficient response, regardless of the channels or tools being used. In addition, consider the accessibility and inclusivity of your communication efforts, ensuring that your messages reach diverse audiences, including those with disabilities or language barriers.

In the event of a crisis you will likely need multiple channels in order to be able to efficiently communicate with your multiple stakeholders. And doing so is an important decision. You cant and shouldnt reach legislators or regulators only through the press. Likely you need to inform them in advance on certain circumstances. Mape your stakeholders, identify what and when you need to communicate with each and pick the best channels to do so. As the crisis evolve you will also be likely to use less channels, being able to us a HUB as the source of truth.