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