5 simple steps to manage crisis with good communication

In times of crisis, effective communication can make all the difference in managing the situation and minimizing damage to an organization's reputation. But where do you start when faced with an unexpected emergency or rapidly escalating issue? This article breaks down crisis management into 5 simple yet essential steps, providing a roadmap to navigate the critical initial phase of a crisis through strategic, transparent communication. Learn how to quickly assemble a response team, craft consistent messaging, and leverage the right channels to reach key stakeholders before a crisis spirals out of control.

Summary:

1. Prepare a crisis communication plan

2. Respond quickly and consistently

3. Communicate with transparency and empathy

4. Leverage appropriate communication channels

5. Monitor and adapt your response

Prepare a crisis communication plan

Assemble your crisis team

A well-prepared crisis team is essential for effective crisis management. Key roles on the team should include:

• Senior executives to make critical decisions and serve as spokespersons

• PR professionals to craft messaging and handle media relations

• Legal counsel to navigate legal implications and liabilities

• HR representatives to manage employee communications

• Subject matter experts depending on the nature of the crisis

Identify these team members in advance and clearly define their responsibilities. Conduct training and simulations so the team is prepared to spring into action when a real crisis hits. Rapid, coordinated response is crucial in the early stages of a crisis.

Create holding statements

In the early stages of a crisis when information is still limited, holding statements allow you to respond quickly to media and stakeholder inquiries while your full response strategy is being developed. Holding statements should:

• Acknowledge the situation and express concern

• Explain that you are gathering information and will provide updates

• Reassure that safety is the top priority

• Provide any confirmed facts you have

For example, if your company experiences a data breach, a holding statement could be: "We have become aware of a potential data security incident. We are urgently investigating the situation to understand the full scope of the issue. Protecting our customers' information is our highest priority and we will provide an update as soon as we have more details. We appreciate your patience."

Having pre-approved holding statements prepared for likely crisis scenarios allows you to respond promptly, building trust that you are addressing the situation.

Respond quickly and consistently

Establish notification systems

Set up multi-channel notification systems to rapidly alert stakeholders and team members during a crisis. Options include:

• Emergency mass notification software that can send alerts via phone, text, and email

• Dedicated crisis hotlines

• Social media channels for sharing real-time updates

• Internal communication tools like Slack or Microsoft Teams

Test notification systems regularly to ensure they are functional and up-to-date. Assign responsibility for activating alerts to specific team members.

Quick notification helps control the narrative, demonstrates responsiveness, and ensures key audiences get critical information directly from you.

Maintain message consistency

Inconsistent messaging during a crisis can undermine your credibility and create confusion among stakeholders.

To avoid this:

1. Develop a clear, concise set of talking points that all spokespersons must adhere to. The messages should be factual and address key stakeholder concerns.

2. Designate a lead spokesperson to be the primary public face during the crisis. While other subject matter experts may also engage with media, the core messages should remain constant.

3. Hold regular internal briefings to keep the communications team and executives informed and on the same page. Provide approved messaging documents and Q&As to ensure consistency.

4. Monitor media coverage and social media chatter to identify and correct any messaging discrepancies that may arise from employees or external parties. Quickly address rumors.

5. Aligning messages is crucial to building and maintaining trust with stakeholders throughout a crisis. A unified voice demonstrates that the organization is in control and acting with transparency.

Communicate with transparency and empathy

Address stakeholder concerns

Identifying and responding to the needs of different stakeholder groups is crucial during a crisis. Each group, whether it's employees, customers, investors or the local community, will have specific concerns that need to be addressed.

However, with limited time and resources in a fast-moving crisis, it can be challenging to fully meet the expectations of every stakeholder. The key is to prioritize the most critical needs while still demonstrating care and concern for all affected parties.

The solution is to have a clear understanding of your key stakeholders and their likely concerns well before any crisis hits. Develop a communications strategy that includes tailored messaging for each audience. Designate and train the appropriate spokespersons to deliver those messages with empathy and transparency. By proactively addressing stakeholder concerns in your crisis plan, you'll be better positioned to maintain trust and credibility when it matters most.

Avoid speculation and misinformation

In the heat of a crisis, it can be tempting to share unverified information or speculate about the situation to fill information gaps.(to read : Tools and strategies to combat online misinformation). However, spreading misinformation, even unintentionally, will only make the crisis worse. To maintain your credibility:

Stick to the facts. Share only information that has been verified by reliable sources. If you don't have all the details yet, it's okay to say "We are still gathering information and will provide an update as soon as possible."

Actively correct false information. Monitor what's being reported about the crisis. If you see inaccurate information circulating, address it promptly with the correct facts before rumors spread further. Designate team members to scan media coverage and social media posts.

By ensuring that all your crisis communications are accurate and factual, you'll build trust with stakeholders and more effectively control the narrative. Speculation and unverified claims have no place in responsible crisis management.

Leverage appropriate communication channels

Utilize social media effectively

Relying solely on press releases and traditional media during a crisis can limit your reach. Social media channels provide a direct line of communication to engage stakeholders in real-time.

To harness the power of social platforms, designate a dedicated social media manager on your crisis response team. This person should already be well-versed in your brand voice and have pre-approved messaging templates at the ready.

As the crisis unfolds, use social listening tools to monitor mentions of your brand and the developing situation. Engage promptly to address concerns, dispel rumors and share your perspective. Even a brief "We're aware of the issue and are investigating" post can buy time as you craft a more detailed response.

When posting crisis updates on social media, be judicious with the information you share. Stick to the facts and avoid speculation which could be seen as unreliable. Include relevant hashtags to join the wider conversation but resist any temptation to capitalize on trending tags unrelated to the crisis.

Above all, remember that social media is a dialogue, not a monologue. Respond to questions and feedback with empathy, transparency and consistency. Used strategically, social platforms can be invaluable allies in weathering a crisis.

Engage traditional media

Building positive relationships with journalists is key before a crisis hits. Reach out proactively to introduce your organization and establish yourself as a helpful resource. When a crisis does occur, contact relevant media quickly to break the news yourself.

Hold a press conference if the situation is severe enough to warrant one. Prepare holding statements, designate and train spokespeople, and anticipate tough questions. Allow ample time for Q&A to address concerns transparently.

After the event, follow up with media who attended, providing additional information as needed. Monitor coverage and correct any misinformation that may arise. By engaging journalists professionally throughout the crisis, you can position your organization as responsive and build valuable media goodwill for the future.

Monitor and adapt your response

Set up monitoring systems

Establishing effective media monitoring allows you to track how the crisis is being covered and perceived by the public. There are several key tools and processes to put in place:

Media monitoring services can track mentions of your organization across print, online, TV and radio sources. Set up alerts for your company name and other relevant keywords.

Social media listening tools enable you to monitor sentiment and engage directly with stakeholders on platforms like Twitter, Facebook and Instagram. Assign team members to watch feeds in real-time.

Third-party polling or surveys help gauge the impact on your reputation over time. Consider a benchmark poll at the start of the crisis and follow-up research in the following weeks and months.

Ensure you have a clear internal process for reporting media coverage and social conversations up to the crisis team so they can adapt messaging and strategy as needed. Regular crisis team meetings should include an update on the media and public response.

By closely monitoring the narrative throughout the crisis, you can respond quickly to new developments, correct misinformation, and assess where to focus your communications efforts for maximum impact. Effective monitoring supports an agile crisis response that meets the needs of your stakeholders.

Conduct post-crisis analysis

Thoroughly reviewing your organization's response after a crisis has passed is a critical yet often overlooked step. Conducting a post-crisis analysis allows you to identify what worked well, uncover areas for improvement, and capture valuable learnings to optimize future crisis management.

The insights gained from this retrospective review can significantly strengthen your crisis preparedness. By pinpointing gaps in processes, communications, and decision making, you can take targeted actions to address vulnerabilities. Updating plans, protocols and training based on lessons learned enhances your organization's resilience against future threats.

Failing to seize this opportunity for analysis and improvement is a missed chance to bolster your crisis capabilities. Organizations that embrace post-crisis reviews as an essential part of the crisis lifecycle are better positioned to weather the next storm. So as you navigate to calmer waters after a crisis, make sure to look back and chart a course for an even stronger response in the future.

Effective crisis communication is essential for navigating the critical first hour after a crisis strikes. By preparing in advance, you can respond swiftly and strategically to mitigate damage to your organization's reputation. The key steps are: assemble a capable crisis team, craft a holding statement, communicate internally first, and then engage external stakeholders with transparency and empathy through the appropriate channels.