Crisis Comms 101: What to Do Before, During, and After a Storm
Storms (literal or figurative) are inevitable for organizations. In addition to events that are beyond our control, we’re all human, so we all make mistakes, occasionally put our feet in our mouths, or do something cringey that gets caught on camera and goes viral. The important thing is how we respond when these storms arise.
The difference between a minor setback and a lasting reputation hit is preparation and execution. Here at KRPR, we have combined decades of experience in handling crises, big and small. We are sharing our no-fluff, results-focused, actionable framework for crisis communications.
Before the Storm: Preparation is Everything
A crisis is no time to improvise. Your preparation sets the tone for everything that follows. Even without the details of the issue, you can draft a crisis comms plan with clearly identified roles, contacts, and escalation paths. Knowing who will handle drafting statements, talking to the media, and what paths to follow when the tough questions come up will give your team confidence when a crisis occurs. It will also create internal alignment for leadership, HR, and the comms team to know who will be responsible for various tactics and able to execute the plan in lockstep.
It’s also critical to have a solid brand narrative and messaging as your foundation for all comms. That foundation will help you prepare statements and values-driven messaging when a crisis occurs. You should ensure your key spokespeople have media training, so they’re calm and confident while under pressure.
You and your team could also practice for a crisis with scenario planning. You can brainstorm the most likely crises to occur, such as data breaches, product failures, or executive missteps. Your team can run through a likely scenario together, working out your messaging, statements, and other materials for internal and external communications.
During the Storm: Act Fast, Communicate Clearly
Quick, clear, and human communication is the difference between leadership and damage control. Speed is of the essence when a crisis hits, as silence creates a vacuum that will be quickly filled by speculation or, even worse, fake content.
Designating a single spokesperson and centralizing communications will minimize confusion, internally and externally. It will provide consistency and alignment, which you can continue across all channels, building trust.
Your messaging needs to be factual and human. Share what you can and what you’re doing. There may be details you don’t know or that you can’t share, and that’s fine – normal, even. It’s essential to be clear about what you can and cannot say and be prepared with approved talking points to pivot to as needed.
You must also adapt in real time. Monitor your media coverage so you can correct misinformation and adjust messaging, if needed.
After the Storm – Recover, Reflect, Rebuild
Crisis comms doesn’t end when the storm passes. You and your team need to continue to share outcomes, solutions, and the steps your business will take to prevent recurrence – if appropriate. Continued communications enable your business to demonstrate accountability and progress through transparent follow-ups. And finally, getting back to your regular communications strategy will allow you to shift the focus back to your long-term vision and values.
It’s also important to debrief with your crisis team. Discuss what worked, what didn’t, and identify opportunities to do things differently when the next storm rolls around. All of these tactics work in concert to return to normal. After all, a crisis doesn’t define your brand; the recovery does.
Crises are inevitable, but they don’t have to result in reputational damage. Having a disciplined approach and strategy before, during, and after the event protects your brand and positions it to come out stronger on the other side.
If you want to learn more about crisis communications, develop a plan of your own, or stress test your current strategy, we’re here to help.