Your team is facing a high-stress PR crisis. How can you help them maintain composure?

1 Assess Quickly

In the heat of a PR crisis, time is of the essence. You must quickly assess the situation to understand the scope and potential impact. Gather your team and review the facts. What is the nature of the crisis? Who is affected? What are the immediate risks? By obtaining a clear picture early on, you can prevent panic and ensure that your team focuses on what's important. Clear communication during this phase is crucial for setting the stage for a composed response.

2 Stay Unified

Cohesion is your fortress during a PR crisis. Ensure that all team members are on the same page by establishing a unified message and strategy. Discrepancies in communication can lead to confusion and can exacerbate the crisis. Designate a spokesperson to ensure consistency in external communications. Internally, encourage open dialogue and support among team members. Unity not only strengthens your response but also helps maintain composure by fostering a sense of solidarity.

4 Communicate Clearly

Clear communication is the cornerstone of crisis management. Develop clear, concise messages that address the key points of the crisis without ambiguity. Avoid technical jargon unless your audience is familiar with it, and instead use language that is accessible to all stakeholders. Transparency is important, but so is discretion; be mindful of the information that is shared publicly. Regular updates can help alleviate concerns and demonstrate that your team is in control.

5 Practice Resilience

Resilience is not just about bouncing back; it's about adapting in the face of adversity. Encourage your team to view the crisis as an opportunity for growth and learning. Resilient teams are more likely to maintain composure because they see challenges as temporary and surmountable. Provide resources and support to help your team cope with stress, such as access to counseling services or time for team-building activities that reinforce a positive mindset.

6 Plan Ahead

Finally, the best way to maintain composure during a PR crisis is to have a plan in place before one occurs. Regularly review and update your crisis communication plan to ensure it addresses potential scenarios your team might face. Conduct drills and simulations to prepare your team for real-life situations. Having a well-thought-out plan provides a roadmap for action, reduces uncertainty, and instills confidence in your team's ability to handle the crisis calmly and effectively.

7 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?