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How can you ensure your crisis communication is consistent across different audiences and channels?

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Crisis communication is a vital skill for public administrators who need to inform, reassure, and guide their stakeholders during emergencies or disruptions. However, communicating effectively in a crisis is not a one-size-fits-all approach. You need to consider the different audiences and channels that you use to deliver your messages, and how to ensure consistency, clarity, and credibility across them. Here are some tips to help you achieve this goal.

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由社区从 11 条内容中精选。了解更多

Luis Alcubierre

Senior Corporate Affairs and Communications Director | C-Level | Advisor | Entrepreneur | Crises Manager | Social…
samir gherbi

General Manager Africa Cement Factory/ EMBA-AUDENCIA / Master HR Management / People engagement, Learning and…
Lille Irène LOMBOBI

Communication Attachée | Chargée des RP| Media strategist |

1 Identify your audiences

Before you craft your messages, you need to identify who are the main audiences that you need to reach, and what are their information needs, expectations, and preferences. For example, you may need to communicate with your staff, your clients, your partners, the media, the public, or the authorities. Each of these groups may have different questions, concerns, or interests regarding the crisis, and may prefer different communication channels, such as email, phone, social media, or press releases. You should segment your audiences based on these factors, and prioritize the most important or urgent ones.

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Víctor Beltrán Hernández

Account Manager en Edelman
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En el ámbito de la comunicación de crisis, la inteligencia artificial puede desempe?ar un papel crucial en la identificación y análisis de diversas audiencias. Utilizando herramientas de análisis de datos, se pueden categorizar y comprender las percepciones y expectativas de cada grupo. Por ejemplo, en LinkedIn, la segmentación por audiencia basada en datos demográficos y comportamientos en la plataforma puede ayudar a adaptar los mensajes de manera más efectiva.

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Luis Alcubierre

Senior Corporate Affairs and Communications Director | C-Level | Advisor | Entrepreneur | Crises Manager | Social Behavior Analyst | High-Performance Team Builder | Troubleshooter | Speaker | Mentor | Mediator
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Antes de tudo entender que tem em m?os uma crise, seja ela de menor ou maior gravidade. Ter ciência de quais públicos ser?o impactados por ela (funcionários, clientes, comunidade, acionistas, mídia, etc.). Depois, adaptar as mensagens para dar respostas às preocupa??es e incertezas de cada coletivo.

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Marie-Eve Doyon, PRP

Fondatrice de MEDia Relations Publiques ? Gestion de crise | Formation de porte-parole | Femme-orchestre | Langue au laser | Partenaire stratégique de @SherpaLobby
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L'identification des parties prenantes est cruciale à une stratégie de gestion de crise efficace. Dans un monde idéal, vous devez conna?tre les publics-cibles auxquels vous vous adressez avant qu'une crise survienne et bien préparer les différents moyens de communication à utiliser pour les rejoindre. En connaissance les habitudes et les impératifs et limitations de vos publics-cibles, vous aurez un pas d'avance pour communiquer rapidement et efficacement avec chacun d'entre eux.

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2 Choose your channels

Once you have identified your audiences, you need to choose the most appropriate and effective channels to communicate with them. You should consider the advantages and disadvantages of each channel, such as its reach, speed, cost, interactivity, and credibility. For example, email may be a good channel for internal communication, but it may not be suitable for reaching a large or diverse external audience. Social media may be a fast and convenient way to share updates, but it may also expose you to negative feedback or misinformation. Press releases may be a formal and authoritative way to communicate with the media, but they may not allow for direct dialogue or feedback. You should select the channels that best match your communication objectives, your audience preferences, and your resources.

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Víctor Beltrán Hernández

Account Manager en Edelman
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La elección de canales adecuados es esencial para garantizar una comunicación coherente. La inteligencia artificial puede analizar patrones de comportamiento en línea y sugerir los canales más relevantes para cada audiencia. En LinkedIn, aprovechar funciones como las actualizaciones de estado, artículos y mensajes directos puede proporcionar una plataforma integral para abordar diferentes segmentos de audiencia y poder llegar de la mejor forma a cada uno de ellos.

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Luis Alcubierre

Senior Corporate Affairs and Communications Director | C-Level | Advisor | Entrepreneur | Crises Manager | Social Behavior Analyst | High-Performance Team Builder | Troubleshooter | Speaker | Mentor | Mediator
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Uma vez identificada a crise e os públicos que ser?o impactados por ela, é hora de buscar os melhores canais para interagir com eles. Certamente em um mundo repleto de canais, é necessário priorizar os mais oportunos, rápidos e críveis para manter a sociedade e estes coletivos em particular informados.

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3 Craft your messages

After you have chosen your channels, you need to craft your messages for each audience and channel. You should follow some general principles of effective crisis communication, such as being timely, accurate, transparent, empathetic, and action-oriented. You should also tailor your messages to suit the specific characteristics and expectations of each audience and channel. For example, you may need to use different language, tone, format, or length depending on whether you are writing an email to your staff, a tweet to your followers, or a press release to the media. You should also consider the context and purpose of each message, such as informing, reassuring, instructing, or apologizing.

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Luis Alcubierre

Senior Corporate Affairs and Communications Director | C-Level | Advisor | Entrepreneur | Crises Manager | Social Behavior Analyst | High-Performance Team Builder | Troubleshooter | Speaker | Mentor | Mediator
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Dar respostas corretas e em tempo em uma situa??o de crise é premissa. As mensagens a transmitir precisam levar em conta o contexto, a situa??o, os riscos, as consequências da crise e as medidas que ser?o efetivadas, além dos prazos. As mensagens-chave devem estar acompanhadas de um Q&A para balizar eventuais novas respostas que surjam ou sejam exigidas pelos públicos aos quais nos dirigiremos.

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4 Align your messages

While you should adapt your messages to different audiences and channels, you should also ensure that they are aligned and consistent across them. This means that you should avoid contradicting, confusing, or misleading your stakeholders with inconsistent or inaccurate information. You should also maintain a coherent and consistent voice and image for your organization throughout the crisis. To achieve this, you should coordinate and collaborate with your communication team and other relevant stakeholders, such as your leadership, your experts, or your partners. You should also monitor and evaluate your communication efforts, and update or correct your messages as needed.

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5 Engage your audiences

Finally, you should not treat your communication as a one-way transmission of information, but as a two-way interaction with your audiences. You should invite and encourage feedback, questions, comments, or suggestions from your stakeholders, and respond to them promptly and respectfully. You should also acknowledge and address any concerns, complaints, or criticisms that may arise, and provide clear and honest explanations or solutions. You should also express gratitude and appreciation for your audiences' support, cooperation, or understanding during the crisis. By engaging your audiences, you can build trust, rapport, and loyalty with them, and enhance your reputation and credibility as a public administrator.

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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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samir gherbi

General Manager Africa Cement Factory/ EMBA-AUDENCIA / Master HR Management / People engagement, Learning and development & Organization Expert
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Pour chaque type de crise(social, qualité, environnement...) sa propre communication dans le cadre d'un plan de gestion crise. Le l'objectif de la communication, son contenu, le timing, le support ainsi que le RACI (Responsible, Accountable, Consulted & Informed) doivent être mis en place par le comité de gestion de crise prélablement établi et regroupant tous les acteurs. Ayant gérer plusieurs crises, et surtout d'ordre social, nous avons été confronté souvent au sujet de la communication interne et externe qui devaient être cohérentes, objectives, claires et surtout rassurantes pour nos clients. L'impact de la surmédiatisation des crises doit être bien gérer avec beaucoup de calme et éviter les réactions émotionnelles et défenssives.

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Lille Irène LOMBOBI

Communication Attachée | Chargée des RP| Media strategist |
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il faut surtout harmoniser et centraliser la parole chez une seule personne qui sera porteuse de messages. Le danger à laisser plusieurs personnes s'exprimer en temps de crise est qu'on peut avoir une dissonance d'informations. Et, cette incohérence de discours risque susciter du doute chez les publics.

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Paula Jones

Retired Communications professional, Writer (Freelance)
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It is important, particularly with crisis communication, to identify not just who will create and present written communication but, also, who will be the spokesperson in a crisis. This could be someone different for different situations but that needs to be addressed. Also, be sure your communications reflect the values of your organization and those who receive your services.

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Víctor Beltrán Hernández

Account Manager en Edelman
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En el contexto de la comunicación de crisis en LinkedIn, es crucial tener en cuenta la rapidez con la que evolucionan las situaciones. La inteligencia artificial puede ayudar a anticipar posibles problemas, adaptar estrategias de comunicación y proporcionar análisis continuo para mejorar las respuestas. La flexibilidad y la capacidad de aprendizaje automático son esenciales para ajustar la estrategia según las necesidades cambiantes de la audiencia y la situación.

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Renée T. Walker

Brand and Marketing Accelerator · TEDx Speaker · Fractional CMO · Crisis Communications Expert ? Author · Contributor · Avid Golfer
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Crafting consistent key messages during a crisis is imperative to mitigate reputational and financial damage. 1) Establish a media protocol to ensure only authorized spokespersons speak to the media and provide guidance to frontline staff on how to handle media inquiries. 2) Align messaging with the brand’s values and voice and provide factual information. 3) Consult with the human resources and legal teams, and define the crisis communications goals, strategies and audiences before crafting any messaging. 4) Craft an overarching message and issue-specific messaging as the crisis evolves. 5) Employ a cascading communications distribution methodology to ensure internal and external stakeholders are informed before sharing publicly.

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How can you ensure your crisis communication is consistent across different audiences and channels?

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2

3

4

5

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1 Identify your audiences

2 Choose your channels

3 Craft your messages

4 Align your messages

5 Engage your audiences

6 Here’s what else to consider

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