Removing the "crisis" from communication

In today's hyper-connected world, crises can erupt at any moment and spread like wildfire across traditional and social media channels. Whether it's a natural disaster, a product recall, a cyber attack, or a public relations firestorm, how an organization responds in those crucial initial hours and days can make or break its reputation and bottom line.

That's why effective crisis communication planning is an absolute necessity for leaders across all sectors. A well-constructed crisis communications plan, combined with rigorous preparation and practice, can mean the difference between organizational survival and perpetual brand damage.

The pre-work of planning, preparation and practice cannot be overstated when it comes to crisis readiness. As the old saying goes, "By failing to prepare, you are preparing to fail." Leaders who take a cavalier approach to crisis readiness put their organizations at tremendous risk.

Here are five key takeaways for leaders to drive home the importance of crisis communications preparedness:

1. Expect the unexpected. Crises emerge suddenly and can take myriad forms. Having a comprehensive crisis communications plan and resources in place beforehand is critical rather than scrambling to develop an ad hoc response.

2. Preparation buys time. When a crisis hits, seconds count. Having a framework, designated roles, processes and draft holding statements readied in advance provides invaluable extra time to properly assess the situation and craft an appropriate response.

3. Practice makes perfect. Conducting crisis simulations on a regular basis is crucial for ensuring roles are understood, policies are up-to-date, and messaging is honed. It sharpens readiness like nothing else can.

4. Speed beats perfection. In a crisis, getting out in front of the narrative quickly with empathy and transparent messaging is paramount, even if details are still being confirmed. Silence is widely perceived as indifference or ignorance.

5. Invest in the expertise. Crises are unavoidable, so higher education and professional development in crisis communications best practices should be actively pursued throughout an organization, not treated as an afterthought.

The inevitability of crises is one of the ironclad rules of organizational life in the modern era. Having a comprehensive crisis communications plan rigorously rehearsed through practice scenarios is the best way for leaders to safeguard their most precious assets – their people and their reputation.