Crisis Communications in 2021

In South Florida, we are nearly guaranteed a hurricane or tropical storm in our region during the summer months each year. We know they are coming, so we regularly prepare for weather-related crisis communications.

Generally, it is a smart idea to treat crisis communications like hurricane season. Know it’s a matter of when – not if – a storm will hit, know what all of the risks are, plan in advance and revisit your plans at least annually.

Last month, we discussed transitioning to post-pandemic communications, and like everything else in the world, things are different now, especially crisis communications. Here are some factors to consider as you revisit your crisis communications plan in 2021.

Representation Matters

Acknowledge the ways the world has changed and consider how these changes could impact your communications. Maybe your crisis messaging includes something as simple as showing diverse individuals. Whenever possible, use photos that are inclusive of all ages, races and other demographics. If you need to communicate with a particular group of people, perhaps choose a spokesperson from that demographic and ask them now if they can assist if a crisis materializes. If action is required, ensure messages are translated into languages relevant to anyone you need to communicate with. This might also include having a sign language interpreter ready to help out.

Choose Your Words Wisely

Consider the words you are using in your communications. If you’re able to develop basic holding statements, scripts, emails and other communications in advance of a crisis, which is ideal, have a variety of individuals review the messaging for sensitivity. Many people lost loved ones due to the pandemic, so ongoing health and safety messaging might be a good idea – indefinitely. It is also a good time to put the lessons from 2020 regarding diversity and inclusion into practice, and carefully consider how messaging can be construed. The last thing you need while addressing a crisis is to make matters worse because you bungled your messaging.

We’d love to help you prepare for crises the best way – before trouble strikes. Please do not hesitate to reach out, and we’ll help you create a plan from scratch or serve as a second set of eyes for your current plan.

Kristine Gobbo is the founder/president of?Spectrum Public Relations, a full-service marketing and PR firm located in South Florida.?Contact: 561-463-0777 or?[email protected].