When it comes to handling a crisis, many organizations are unprepared because they’ve thought it could “never happen to them.” With a Crisis Communication plan in place, you can sleep a little sounder at night knowing that you have developed strategies to deal with a PR crisis.
So where do you start?
Build Your Team
First, we recommend building your team. Often Crisis Comm teams are headed by the CEO, along with a few key executives, the legal team and heads of PR. As you build the team, think about who the media will be speaking with during a crisis, who will represent your company well and who is willing to contribute to the Crisis Comm plan.
Identify Potential Scenarios
Once your team is in place, you can begin to identify possible crises that could arise for your organization and/or industry. Make a list of all potential moments of tension when you will need to be prepared to respond quickly and accurately. What is the worst case scenario? Best case? From company layoffs to system failures, think through any and all issues your organization could face.
From there, you can begin to draft official messaging pertaining to each scenario identified. This can include company statements, internal emails, speaking points and social media posts. Working closely with the legal team during this process is vital, as you will likely be dealing with sensitive topics.
Create Action Plan
Finally, put together a plan of action that will be implemented as soon as a crisis is identified. How will employees be notified? Who will speak with the press? Who will monitor media coverage? If all of these things are decided ahead of time, the organization will be able to move quickly and efficiently when the time comes.
What is your organization doing to prepare for a crisis? Let us know in the comments below!
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