Although a crisis is difficult to predict, there are several steps you can take to ensure that your organization is prepared when it hits. Depending on the nature of the crisis, your organization will have to communicate with internal and external stakeholders to ensure an effective and efficient response. Here in New Jersey, we’ve seen crises ranging from local events such as mass shootings to statewide catastrophes, like Hurricane Sandy and, now, COVID-19. It is important that, even though you can’t prevent these issues, you have a communications strategy prepared when they arise.
Consider the following steps when reviewing how your organization responds to a crisis:
1) BE PREPARED
The key component in any crisis situation is preparation. A crisis will happen. You and your organization need to be ready when the crisis hits. Designate a core team who will oversee communications and public relations during this time. Ideally, these are adaptable, quick thinking, senior team members who are able to effectively communicate with the public. Prior to a crisis presenting itself, think about the following steps and ensure you have all of the necessary tools in place.
2) BE IN THE KNOW
During a crisis, news and information move quickly. Before creating messaging or reaching out to the public you must be informed on all aspects of the issue at hand. Keep yourself and your team up to date on the latest news and information from trusted resources only (state and federal agencies & departments). Pay close attention to the sources of information that you gather data from to ensure reliability.
3) BE PROACTIVE
When dealing with a public emergency, the people will want to hear from you. Be proactive and be ahead of the crisis. If people are not fed any information from you, a trusted source, they will start to reach for information from any source that they can get it. To ensure your audience has the most accurate information, it should be coming directly from the source. Get out in front of the problem and make sure that your message gets to your audience before any other noise.
4) BE UNIFIED
Consistency of messaging is important for the public to digest and understand the information that you are providing. People need to see the same messaging several times before the messaging is understood. Consistency is key and this is why having a small team to handle all of the messaging is important. Having many individuals and several messages out there can be confusing to your audience and can come off as unreliable. Stick to a core communications team and stay on message.
5) BE TRANSPARENT
The public wants to hear it straight: good, bad, or ugly. Especially during a crisis the public does not want to feel like officials are giving political responses or obfuscating on an issue. Be clear, be concise, and be as transparent as possible. Relay any information that you are able to, as soon as you are able to do it. This transparency fosters a level of trust between you and your audience allowing them to continue to come back to your organization for more information as the situation develops.
6) BE SOCIAL
The fastest and most pervasive form of media these days is social media. This can be incredibly beneficial to crisis communication, but it can also be misused. Be sure, especially on social media, that everything your organization is sharing, liking, or promoting is accurate and reliable sources of information. For social media to be effective during a crisis, your organization should ensure that your page is set up and has a solid following prior to the crisis. Trying to scramble to put together a Facebook page while dealing with a public emergency will be time consuming and unorganized.
7) BE RESPONSIVE
Another great tool of social media is the ability to communicate directly with audience. Hold periodic online town hall meetings to answer the public’s questions. Have someone from your crisis communications team monitor the comments sections of posts for any client or constituent needs that should be addressed. Constantly be listening to the public, this is your best gauge on how your crisis communication response is working.
8) BE REFLECTIVE
After a crisis dies down, take time to reflect back on your organization’s response. How did the public accept your response? Was the process chaotic and unorganized? What could you have handled differently? Reflect on your communications strategy and make sure that you are prepared for the next time a crisis hits.
Crisis communication is an area that should always be reflected upon because it can always be improved. Whether your organization utilizes an outside firm or relies on an internal communications team, your strategy is critically important to your organization’s success. For answers to more of your questions regarding crisis communications, contact us anytime.