You can’t prepare for a crisis while you’re having one

Three Key Points Every Crisis Communication Plan Needs

It’s no secret social media effectively serves as online bullhorns for sharing bad news. But information and planning can also be powerful, particularly in a crisis.

An easy-to-use crisis communication plan and thoughtful response can lessen the sting and help overcome long-term reputational damage.

Good crisis communication boils down to a few key points:

1.??? Communicate with important audiences

2.??? Address the victim dimension

Don’t cover up. Fix the problem. Acknowledge harm. Improve the situation. Avoid a repeat.

More specifically, a plan should include these three key points:

#1 Checklists

? Identify potential issues.

? Get the facts.

? Prepare your communication.

#2 Thoughtful Communication

? Get in front of the story.

? Communicate: employees, customer-service, partners, legal, victims, and (very likely) the news media.

Caringly address those most affected and help them recover.

? Avoid saying “No comment.” ?It simply isn’t a wining response.

? Demonstrate accountability.

#3 Tools to Monitor

? Traditional and social media.

? Consider a measured response

? Correct the record.

The best crisis responses demonstrate –across all communication platforms – that your organization is listening and working to resolve problems with your constituents.

Provide clear, honest messages.

We understand it’s not always easy to address allegations, respond to reporters or work with the media, but keeping other key audiences in the loop can help everyone – including your organization – more quickly get back on the road to recovery.

Here are a couple resources you can use to help put together a crisis plan:

Ready.gov: The crisis communications plan is an important component of a business’ preparedness program. A business must be able to respond promptly, accurately and confidently during an emergency in the hours and days that follow.

CDC.gov: A crisis communication plan is designed to make some initial communication decisions before a crisis happens, so your organization can promptly respond and rapidly adapt. While every event is unique, some crisis communication steps are universal and can help your organization effectively manage most emergencies.

Business.com: In today’s ever-changing, fast-paced, social media-hungry world, a crisis is inevitable. During one, it’s vital that you provide your stakeholders, employees and customers with a clear, heartfelt message.

Need help drafting or refreshing your crisis communication plan? Rockford Gray can help: Contact us.