The best time to prepare for a crisis is not while one is happening. When it comes to crisis communication, proactive advance planning is a must.
 
Here are 10 essential elements of crisis communication planning:
 

1. Internal Crisis Team: Designate key administrators and staff members, as well as any outside partners (legal, IT, marketing/communications strategists, others) to convene in the event of a crisis.
2. Internal Crisis Team Contact List: Include home addresses and contact information (home, cell and office phone numbers, work and home e-mail addresses), preferred first method of contact, and phone tree fan-out outlining who is calling which staff member(s), and in what sequence. Larger organizations often automate this function to ensure all staff are notified in a timely manner.
3. RACI or Similar Governance Chart: Clearly define who has communication authority during a crisis by designating one spokesperson to respond to media queries and communicate with internal stakeholders.
4. Local Media, Government, Influencers Contact List: Keep an updated list of local media outlets, government officials, and key influencers to consider contacting should a crisis occur.
5. Crisis Plan with Potential Scenarios/Key Messages: Create a crisis communication plan including a set of potential crisis scenarios based on your industry with key messages and develop mini-plans on how to address them.
6. Crisis Team Meeting Locations: Identify a specific place for the Crisis Team to meet along with an alternative site if the main location is unavailable.
7. Ongoing Communication: Mitigate internal and external concerns through proactive ongoing communication. Emphasize product/service quality, safety measures and policies already in place that are being followed, and a spirit of continuous improvement in monthly newsletters, updates, e-blasts, and social media posts, among other communication vehicles.
8. Listen and Respond: Send quarterly surveys to seek input, suggestions, and feedback from your constituents, and invite dialogue on social media.
9. Be Present and Accessible: Regularly attend organization events and activities if you are in a leadership role and be available to discuss any concerns or feedback.
10. Relationship Building: Promote trust and create a comfort level by cultivating strong relationships with your stakeholders. In tough times, they could become your greatest champions.

 
When a crisis occurs, the first instinct may be to remain silent, but failure to communicate only heightens concern and allows misperceptions to flourish. Open and transparent communication is the most effective way to defuse a crisis and build trust. The key is to proactively communicate with your primary audiences not just when a crisis occurs, but always.
 
 By Charla Kucko

Spokespeople are the face and voice of a company, and they help build the brand. Media training company spokespeople is critical to making sure they feel comfortable and confident in their deliveries and can position themselves and the company in the best light while engaging with reporters. When you deliver a media training, make sure you provide the executives with the following tips:
 
DO:

• Alert your PR team. If contacted by a reporter or approached at an event, let your PR team know about the opportunity. They can either help you prepare or monitor for coverage afterward.
• Stay on message. Identify the main points you wish to make during the interview – then make them, no matter what questions are asked. Use bridging techniques to turn a question around so you can make your points.
• Listen to the questions asked. Ask a reporter to clarify what he/she means if you don’t understand a question.
• Be yourself. Be friendly, be natural. If you typically move your hands while speaking, do it. When you’re comfortable and confident, it shows.
• Practice makes perfect. Prepare your talking points and go over them aloud a few times. Ask yourself the questions you think a reporter will ask so you feel prepared to answer.
• Repeat, repeat, repeat. Repetition equals retention, so touch on your key points often throughout the interview. And remember, when a reporter asks you at the end of the conversation if there is anything else you’d like to share, use that as an opportunity to repeat your main points again!

 
DON’T

• Speak too fast. If a reporter can’t catch everything you’re saying, you risk being misquoted.
• Use professional jargon or acronyms. Even though some terms might seem very familiar to you, don’t assume the reporter will know what you mean.
• Say “No Comment.” This can make you seem unresponsive, evasive or guilty. Instead, bridge to a topic you can comment on.
• Go off the record. Nothing is off the record. If you don’t want a statement quoted or information used, don’t say it.
• Feel pressured to fill an awkward silence. When people try to fill silence, they aren’t thinking as clearly and are more apt to say something unplanned.
• Be afraid to say, “I don’t know, but I’ll get back to you.” It’s always best to find out accurate information before giving a response. Then get back to the reporter in a timely fashion.
• Discuss the competition. If asked about a competitor or competitive solution, a simple answer is “I can’t discuss XYZ company’s solution or strategy, but what I can share…” and bridge back to a positive message related to your own company.

By Jamie Palmeroni-Lavis