Crisis Communications

You’ve heard it a million times: 2020 was a year like no other. Even though the past year's challenges were novel to many of us, the need for a concrete, well-thought-out crisis communications plan to help guide an organization’s response is always timely.

Whether a crisis response to a public health pandemic or a weather emergency like a hurricane, actively leading communications in crises significantly reduces an organization’s exposure to operational and reputational risks. As information about a crisis may change by the minute, responses must be timely, accurate and unique to each organization.

Crisis communications require PR teams to “pause, gather facts and take a measured approach," said Donna Burke, co-founder of Spark PR in San Francisco, in the April Strategies & Tactics article Royal Recriminations Yield Crisis Communications Lessons.

A crisis also can be an opportunity to reinforce and communicate company values. The idea is that reputation happens whether you manage it or not, so a company should provide input about the narrative. Here are a few points to keep in mind:

1. Prepare to answer questions
   One of the factors to consider is how to use owned-media platforms and internal communications channels, and whether they will be sufficient to communicate effectively during a crisis, or if they need to be enhanced by additional resources. As communicators, we need to always be thinking ahead and identify the tools we will employ to keep internal and external audiences informed.
   
   
2. Be forthright: Trust and Transparency
   Communication points would include how the organization is monitoring the situation; the steps it’s taking to keep customers, employees and stakeholders safe; and that the organization is ready to carry out strategic plans at a moment’s notice. During times of crisis, communication must be consistent. To remain on message and accurate — and keep the same tone across the organization — only designated spokespeople should communicate to external sources.
   
   
3. Keep employees and stakeholders informed
   When changes to daily operations become necessary, an informed team will more confidently deliver messages to internal audiences. As communicators, we should provide clear and concise key messages and talking points that can easily be delivered while encouraging empathy toward our stakeholders. Read more about how to understand the mindset of your stakeholders. PRSA Nebraska Board Member Monique Farmer, APR, details ways on how to build a solid internal communications strategy April’s PR Strategies & Tactics.  

Register to join PRSA Nebraska and Lukas Partners on Tuesday, May 18^th via Zoom as we learn about Successful Crisis Communication Management.