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How do you evaluate the effectiveness of your crisis communication strategies?

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Crisis communication is a vital skill for anyone involved in critical incident stress management (CISM). It can help reduce the psychological impact of a traumatic event, support the recovery of the affected people, and maintain the trust and reputation of your organization. But how do you know if your crisis communication strategies are effective? In this article, we will explore some ways to evaluate your crisis communication efforts and improve them for future situations.

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Martin Walsh

Systems engineer, CISSP, SCRUM Master, MCITP, Sec +, ITIL foundation

1 Define your goals

Before you can measure the effectiveness of your crisis communication strategies, you need to define what you want to achieve with them. Depending on the situation, your goals may vary, but some common ones include providing accurate and timely information to relevant audiences, and expressing empathy for those affected and their families. Think about what resources for coping and recovery are available, and how to reinforce your organizational values.

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2 Choose your metrics

Once you have your goals, you need to choose some indicators or metrics that can help track and evaluate your crisis communication performance. These can be quantitative or qualitative, depending on the type and source of data available. For example, you may want to measure the reach of your communication channels and the feedback and engagement from audiences. Through a more qualitative lens, consider the sentiment of your messages, psychological and behavioral outcomes of affected people, and media coverage and reputation of your organization before, during, and after the crisis.

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Martin Walsh

Systems engineer, CISSP, SCRUM Master, MCITP, Sec +, ITIL foundation
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Qualitative measurements are much more valuable than quantitative in this case as the size of your audience and the incident may change but even speaking before 100% doesn't mean anything when it come to reaching even 50%. Your primary goal is to help the people involved and some may require one on one with can clinician while others just need peer counseling. Your communication has to help them to look for a resource(s), they need as well as help to normalize the responses to situation they have been exposed to.

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3 Collect and analyze your data

The next step is to collect and analyze your data according to your chosen metrics. You can use various methods and tools to do this, such as surveys, interviews, focus groups, social media analytics, and media monitoring. The key is to gather as much relevant and reliable data as possible from different sources and perspectives. You can compare and contrast the data to identify patterns, gaps, and insights. You should also consider the context and limitations of your data, such as the sample size, the response rate, the bias, the validity, and more.

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4 Report and communicate your findings

After you have analyzed your data, you need to report and communicate your findings to the appropriate stakeholders. Utilize verbal methods like storytelling or visuals like charts and graphs to present your findings in a clear and compelling way. You should also highlight the achievements and challenges you faced, and the recommendations and action plans you propose for improvement.

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Martin Walsh

Systems engineer, CISSP, SCRUM Master, MCITP, Sec +, ITIL foundation
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The analysis of the data can help you become a better communicator and help you process the impact the situation has had upon you as an individual exposed to the situation through transference. Understand these incidents impact you just as much as they impact 911 dispatchers. Remain objective, but know the majority will eventually find ways to cope with the trauma, you helped most do that quicker than they would have without your communication. The number one marker to look for is that this incident didn't lead to another avoidable incident.

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5 Review and update your strategies

The final step is to review and update your crisis communication strategies based on your findings and feedback. Use the evidence and insights you gained to refine your goals, messages, and channels. Test and monitor your updated strategies to ensure they are effective and relevant for different types of crises. Share strategies with your team and other stakeholders, and provide training and support for their implementation.

Crisis communication is not a one-time event, but a continuous process of learning and improvement. By evaluating your crisis communication strategies regularly, you can enhance your CISM skills and outcomes, and build a resilient and trustworthy organization.

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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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Martin Walsh

Systems engineer, CISSP, SCRUM Master, MCITP, Sec +, ITIL foundation
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Encourage healthy methods of coping to continue throughout life. Stresses can be multiplied, there is data showing cumulative stress is often a factor in what our personal incidents, as an example a fight over leaving the lid off something to generally as last straw incident, health ongoing communications avoid these types of incidents. Always communicate ways people can get help, eradicate environments that shame or demoralize treatment for mental health issues. We are all broken, and there is nothing wrong with getting a little help.

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How do you evaluate the effectiveness of your crisis communication strategies?

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1 Define your goals

2 Choose your metrics

3 Collect and analyze your data

4 Report and communicate your findings

5 Review and update your strategies

6 Here’s what else to consider

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