Crisis communications 101: Take a breath
A product recall. Allegations of misconduct. A targeted campaign by activists. An embarrassing gaffe by a senior executive.
This is just a small sample of the kind of crisis that can bring intense scrutiny to an organization, potentially calling into question its competence, honesty, and integrity. In our hype-driven, 24/7 media environment, the damage can pile up with lightning speed. If not dealt with swiftly and smartly, the bad news can metastasize into a devastating reputational crisis that may take years to recover from.
At Compass Rose, our team of experts has an unmatched breadth of experience in managing issues at the highest levels of government and across the private sector.
Our advice? You cannot improvise your way out of a crisis. One-off media responses or ad hoc quick fixes won’t work. Even under the real-time media pressure of a crisis, there is no substitute for preparation.
Before you can effectively communicate a credible message, you must take a breath and come to grips with the scope of the problem, its source, and the steps required to correct it. In a harried moment, this may seem daunting. But just as in medicine, in crisis communications, an ounce of preparation is worth a pound of cure.
“Repeatedly changing your story compounds reputational damage by undermining your credibility. Once you have all the facts you can draft key messages that will be the backbone of all your media statements, social media posts and internal communications.”
There is no cookie-cutter crisis communication plan that fits all circumstances. However, effective crisis communication plans have common elements:
A dedicated crisis team
Regular business processes will not do in a crisis. It is imperative to assign a dedicated crisis team composed of policy, procedural, legal, and communications experts who have a mandate to get to the bottom of the problem.
Deep fact-finding
There is no substitute for the facts, all the facts. You need to identify what has happened and why it happened before you can build a credible public narrative. In the interim, you should issue brief statements that acknowledge the issue and commit to providing regular updates as more information is gathered.
Speed and transparency
It is vital to respond quickly and transparently. Delayed or vague communication can worsen the situation by opening up media space for rumours or misinformation. An open and honest update with limited detail is better than risking the appearance of being evasive, unprepared, or worse, covering something up.
Consistent messaging
Repeatedly changing your story compounds reputational damage by undermining your credibility. Once you have all the facts you can draft key messages that will be the backbone of all your media statements, social media posts and internal communications. Ideally, a single, authentic and credible spokesperson should be chosen for press conferences or interviews. One voice helps avoid inconsistencies in statements or messaging.
Detecting and correcting
Today's relentless 24-hour news cycle is rife with inaccuracies, rumours, insinuations and misinformation. Effective crisis communication includes the ability to find inaccuracies and rapidly correct them.
Crisis communication is not simple or easy. The work is hard, the hours are long and the pressure is unrelenting. In such challenging circumstances, you need an experienced team and a partner you can trust.
Compass Rose is ready to be your uncommonly dedicated partner and candid advisor who will walk alongside you every step of the way. That commitment is part of who we are at Compass Rose — dedicated to finding the common good, even in the most challenging circumstances.
With 30 years' experience helping politicians, the federal public service and clients with strategic communications in high profile crisis situations, Ken is a crisis communications expert always looking for the uncommon common good.
You might also like
