Remember this — entire countries and causes have had their ambitions thwarted, or aided, as a consequence of their trials in the court of public opinion.3.
Identify and Train Spokespersons Categorically, any organization should ensure, via appropriate policies and training, that only authorized spokespersons speak for it. Each crisis communications team should have people who have been pre-screened, and trained, to be the lead and/or backup spokespersons for different channels of communications.
If your in-house PR executive does not have sufficient crisis communications expertise, he or she may choose to retain an agency or independent consultant with that specialty.
Other team members are typically the heads of your major organizational divisions, as any situation that rises to the level of being a crisis will affect your entire organization.
More and more lawyers understand that the organization in crisis can be destroyed in the court of public opinion years before the legal process plays out.
And attorneys have also come to understand that, while “no comment” translates as “we’re guilty or hiding something” to the public, there are a lot of ways to say very little without compromising legal matters, while still appearing responsive to those seeking more information.
So if you’re serious about crisis preparedness and response, read and implement these 10 steps of crisis communications, the first seven of which can and should be undertaken before any crisis occurs. Anticipate Crises If you’re being proactive and preparing for crises, gather your Crisis Communications Team for intensive brainstorming sessions on all the potential crises that could occur at your organization.They didn’t learn, in advance, the critical differences between proactive PR, which focuses on promoting your organization, and crisis communications, which focuses on preserving your organization.All stakeholders, internal and external, are just as capable of misunderstanding or misinterpreting information about your organization as the media.We can even send audio and video messages via email. This may be the best/fastest way to reach some of our stakeholders, but setting up social media accounts for this purpose and developing a number of followers/friends/contacts on the various social media platforms (e.g., Facebook, Linked In, Google ) is not something you can do a crisis breaks, because nowhere does news of a crisis spread faster and more out of your control than on social media.Depending on how “techie” we choose to be, all of this type of communication – and more – may be received on or sent by a single device!