When a crisis hits your organization, you need to act fast and communicate effectively with your stakeholders. Video can be a powerful tool to convey your message, show empathy, and demonstrate accountability. But how do you use video in online crisis management without making things worse? Here are some best practices to follow.
Before you record or stream any video, you should have a clear idea of what you want to achieve, who you want to reach, and how you want to deliver your video. Think about the purpose, tone, format, and channel of your video. Is it an apology, an update, a Q&A, or a testimonial? Is it formal, casual, serious, or humorous? Is it live, recorded, or edited? Is it on your website, social media, or email? Having a video strategy will help you align your video with your overall crisis communication goals and avoid confusion or inconsistency.
Before you hit record, ask yourself: Why?: What's the goal? Sorry, explain, answer questions, show good things? Who?: Who are you talking to? Friends, customers, the world? How?: Serious talk or jokes? Live, pre-recorded, fancy edits? Where?: Website, social media, email blast? Planning your video like this means everyone gets the right message, every time.
Once you have your video strategy, you should prepare your video content carefully. You should have a script or an outline of what you want to say, and practice it before you go live or record. You should also check your equipment, lighting, sound, and background to ensure a good quality and professional video. You should avoid any distractions, interruptions, or technical issues that could undermine your credibility or message. You should also have a contingency plan in case something goes wrong with your video.
It's best to employ a transparent and direct approach to messaging. -Tone and length: Assess the issue at hand and adapt the tone of your messaging accordingly. Keep video length between 1-2 minutes and include subtitles. Avoid making the content too lengthy or complex. Follow brand guidelines for video usage to maintain authenticity and credibility. -Careful consideration should be given to selecting a spokesperson to address the target audience when assessing a given issue. This individual should be able to convey the issue clearly to the audience, and be prepared to answer follow-up questions. It is also important to include a summary of the next steps and actions to be taken towards resolution at the end of the video.
One of the advantages of video is that it can create a more personal and human connection with your audience. You should use this opportunity to show your personality, emotions, and values. You should speak directly to the camera, use a friendly and confident tone, and smile when appropriate. You should also address your audience by name, use stories and examples, and ask for feedback or questions. You should avoid reading from a script, using jargon or acronyms, or being defensive or arrogant. You should also acknowledge the situation, apologize if needed, and express your commitment to resolve the issue.
After you publish or stream your video, you should monitor and measure its impact and engagement. You should track the views, likes, comments, shares, and reactions of your video. You should also respond to any questions, feedback, or criticism that you receive from your audience. You should thank them for their support, address their concerns, and provide any additional information or resources. You should avoid ignoring, deleting, or arguing with any negative comments. You should also update your video if the situation changes or new facts emerge.
Finally, you should be aware of the risks and challenges of using video in online crisis management. You should be prepared for any potential backlash, backlash, or misinformation that could damage your reputation or trust. You should also be transparent, honest, and ethical in your video communication. You should avoid any exaggeration, deception, or manipulation that could backfire or expose you to legal or regulatory issues. You should also respect the privacy, security, and rights of your audience and stakeholders.
Using video in online crisis management can be an effective way to communicate with your stakeholders and manage your reputation. But you need to follow some best practices to ensure your video is clear, consistent, and credible. By planning, preparing, personalizing, promoting, and protecting your video, you can make the most of this powerful tool and turn a crisis into an opportunity.
Here's what former Harvard pres. Claudine Gay SHOULD have done. It was immediately clear that her lawyerly answers were not going over well in the hearing room. Before the gavel fell, she should have said: "You know, I've been thinking about our policy which I shared with you, but it's not sitting right with me. If calling for genocide of fellow students is not against our code of conduct, it seems to me it should be. We've got work to do. Here's my promise. When I get back to campus, I'm pulling down my schedule, bringing all the stakeholders together to get to the bottom of it. and I'll come back and report to all of you. Thank you for giving us the chance to re-examine this and get it right." Lesson: Fix the error in the same event.
Include subtitles to make the content accessible. This is crucial to reach a broader audience and ensure understanding in different contexts.