Communicating in a Crisis

CATEGORY: Blog Posts | News

DATE: Feb 18, 2020
AUTHOR: Tamsin Parker

We talk a lot about getting your positive story or your message out there proactively but what if your company has a crisis, how do you communicate then? When your reputation’s at risk, it’s vital you manage any crisis in the right way:

Planning ahead is key

A crisis can strike at any time. It’s a case of planning for the totally unexpected. Any big business or organisation should have a business continuity plan which sets out how you’ll keep it running if a crisis hits. There should be a communications section in there that sets out the steps you’d take and who’s responsibility it is to lead on them. A crisis communications plan is also really important. It goes through all the processes you need to take in more detail

Agree your spokespeople

Who is going to speak to the press, are they media trained and fully briefed? Communicating in a crisis brings with it added pressure so it’s vital that whoever’s fronting media interviews, has the skills, knowledge and confidence to do it

Saying nothing – isn’t an option

isn’t an option. A “no comment,” is definitely not an option. Journalists will find information elsewhere anyway. Even if you issue a holding statement, it’s your opportunity to get your information out there.

Monitor your social media

it’s the first-place customers, stakeholders and the press will go to for information on your crisis. Use it to say what you need to and make sure you’re keeping tabs on it. Who’s saying what about you and have you planned how you’ll respond on-line?

Key messages

they’re vital in a crisis. What are the key points you need to get across and have you crafted them properly? Make sure they’re consistent across all your channels, even if they’re worded differently for customers, the media, staff and stakeholders.

LEGS PRA Step Ahead in Communication.

AUTHOR: Tamsin Parker
Tamsin is our Managing Director and the founder of LEGS PR. She is a communications and engagement expert with more than 20 years of journalistic and PR experience in both the public and private sectors. She has worked in newspapers, commercial radio, and regional television where she covered news and sport. Tamsin still freelances as a broadcast journalist as is a lecturer in journalism and sports journalism at Staffordshire University.

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