Crisis Communications is a term used to describe a set of communication strategies meant to help an organisation manage a potentially damaging public issue. It is a proactive method used to mitigate the effects of a crisis, such as a natural disaster, scandal, or business downturn. Crisis Communications is rooted in the Public Relations (PR) profession and encompasses any activities designed to protect and enhance an organisation’s reputation during a problematic or unexpected event.
By having an advanced plan in place and implementing it as quickly as possible during a crisis, organisations can limit the damage to their reputation and stakeholder relationships. The first and most important goal of crisis communications is to protect the organisation’s brand, and ensure that all communications consistent with the organisation’s values and tone. To be successful, crisis communications must be timely, authentic, and sensitive to the public’s perception of an incident.
The first step to planning for crisis communications is to develop a comprehensive Crisis Communications Plan (CCP). The CCP should be tailored for the organisation and include specific steps for identifying, responding to, and recovering from a crisis. The CCP should identify team members who will be responsible for handling various aspects of the crisis, from communications to technical and legal support. It should also include contact information for external resources and key decision makers in the event of a major incident.
When developing the CCP, possible crisis scenarios should be considered and risk assessments should be conducted to identify potential areas of risk. Once potential risks have been identified, strategies should be developed to mitigate them and plan for possible outcomes. These strategies should incorporate existing plans, such as an emergency preparedness plan and a media response plan. Practicing these strategies in advance can help organisations develop the quick and accurate responses necessary for effective crisis communications.
An effective crisis communications strategy should include the following five steps:
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1. Become aware: The first step in any crisis communication plan is to become aware of the situation and assess its severity. This includes gathering key facts and data that pertain to the incident, as well as monitoring news coverage and social media to keep informed of public opinion. The team must also identify the affected stakeholders, who may be customers, suppliers, or external parties, and prioritize communication efforts accordingly.
2. Respond quickly and accurately: In order to maintain credibility and trust, it is important to respond quickly and accurately to all inquiries. Accurate responses should be based on relevant data and research, and should come from a credible source such as an official spokesperson. To ensure an effective response, it is also important to understand the customer’s perspective and react accordingly.
3. Take responsibility: No matter the cause of the crisis, it is important to take ownership of the incident and acknowledge any missteps. Doing so will demonstrate to stakeholders that the organisation is honest and accountable, and will signal a commitment to making the necessary changes to prevent the issue from occurring again.
4. Tell the story: It is critical to tell a clear and consistent story about the organisation’s response to the crisis. This includes providing clear, concise updates on progress made, and giving stakeholders the opportunity to ask questions and receive honest answers.
5. Provide solutions: Once the organisation has taken responsibility for the incident and gone through the steps outlined above, it is important to provide practical solutions for affected stakeholders. This could include providing a remedy for customer concerns, or offering restitution to any impacted parties.