Valuing Communication in a Crisis Response, How to Ensure Successful Crisis Management Jennifer R. Sheehy , Vice PresidentEmergency

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Valuing Communication in a Crisis Response, How to Ensure Successful Crisis Management

Author            : Jennifer R. Sheehy

Designation    :Vice President

Company        :Clarke Goward Advertising & Public Relations

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Synopsis

The organizations that look the worst when struck by crisis, by and large, end up getting that negative reputation because they weren’t prepared to communicate. Yes, most had a crisis plan – but in the majority of cases, simply an operational plan. This plan may have helped to maintain cash flow or save critical computer files; however, the company was ultimately lost because its image was destroyed in the minds of employees, customers, strategic partners, elected officials and the local community.

The speed of communications has changed drastically, and organizations that wait until bad news is at their door to prepare to communicate are the organizations that end up squandering their reputational capital. They also ultimately end up spending much more money to repair a shattered image.

The answer to managing reputational risk is preparation. Public crises can require extensive media management, communication to a myriad of audiences and development and delivery of critical communications – all in an environment where facts are limited and chaos is commonplace. That’s not an environment that fosters clear thinking. Thus, having a crisis communication plan in place that leads the decision-making process and offers template materials to address expected crises will provide the important leg-up to allow any organization to communicate the appropriate message to the appropriate audiences at the appropriate time through the appropriate vehicle. This paper:

Highlights the importance of protecting reputation
Reviews the communication challenges inherent in crises and useful processes to manage these challenges
Educates on how to audit crisis preparedness
Discusses the critical communication actions that need to be a part of crisis response efforts. These include anticipating potential scenarios related to the crisis, choosing a proactive or reactive communication strategy, identifying impacted audiences and expected information needs, mobilizing third parties and building tailored messaging.

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