Crisis Communication

A plan for crisis or risk communication is a vital component of your organization's overall communications plan. Your agency's response to a real crisis or perceived threat will cement its reputation and define its relationship with the public. The following are a few key concepts to consider when creating your crisis communications plan and conducting a response to a given situation.

Be Prepared

• Designate a spokesperson in advance and train them in crisis/risk communication
• Make the spokesperson immediately available to the media, and give the spokesperson talking points to refer to
• Immediately inform all staff members with the key facts and spokesperson contact information; emphasize what is known and the agency's positive action steps
• Use your website, social media accounts, and/or a telephone hotline to post updates, text alerts, information, and instructions for the general public

It's All About Trust

• Tell the truth, if you don't know something, say so
• Listen to the concerns of the public
• Get the facts and find the experts
• Respond as quickly as possible
• Schedule regular updates throughout the crisis cycle
• Speak clearly and with compassion
• Acknowledge uncertainty and fear – put it in context
• Give people something to do to channel their fear
• Avoid technical jargon and too much information
• Be respectful and empathetic
• Do not attack or fight with any person or group, stay "on message"
• Tell only what you do know and what you are investigating
• Do not use humor