So how do you break through that clutter when much of our work and communication is focused online? How does your company or organization stay relevant and valued when there is a lot of noise about a crisis of any scale? What’s your plan for communicating in a crisis?
It takes smart and impactful public relations that is based on planning and skill – and some instinct.
If you don’t have a plan for communicating in a crisis, get one. If you have one, make sure it’s up to date. In fact, it should be reviewed yearly and redistributed to anyone who may be involved.
Not all crises are large. Some are business-specific and just require quick communication. Nonetheless, we all know people who freeze when a crisis hits while others remain calm and step up as leaders. Having a written communication plan with the “who does what when and how” in any sort of business, industry or national situation can be of great service to you, your team and your company’s leaders.
Here’s what a crisis comm plan should include:
If appropriate, do a practice crisis communications session to make sure you are prepared.
Not everyone can set the right tone when writing change or crisis communications. (You’ve all read those memos from HR that make you go “ugh.”) It takes years of evaluating good and bad communications. It takes a mix of facts and emotional appeal. It takes skill that is often hard to teach, and it takes good judgment on when to communicate and how often.
Here are some questions to ask before you decide to communicate:
Social listening can help you determine what messages are necessary and when, and it can help you appropriately adapt your communications. And don’t forget, employees come first during crisis communication; they should never learn something by reading it online or in the media.
Don’t dismiss your instinct – or the instinct of someone you trust – when deciding when and how to communicate.
Not sure how to write a plan for communicating in a crisis, or don’t have the right skill set on your team? Professional communicators like those at Altitude Marketing can help. (And yes, we thought long and hard about including that last sentence!) Reach out to us if you need consultation or to supplement your communication team.
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