26 Aug, 2024

Organisations, including not-for-profits, inevitably encounter communication crises, ranging from website glitches to social media backlash that can escalate rapidly. These are often factors beyond our control or full anticipation.

While we may hope to react appropriately and swiftly when confronted with such moments, the surefire way to mitigate risk is by having a crisis plan in place before an event occurs.

We have provided some key tips below providing a roadmap for navigating chaotic situations, offering steps on how your team can develop a robust crisis management strategy.

 

1. Decode potential crisis scenarios

Tap into stakeholder mapping, research, sector news, and industry analysis to pinpoint plausible scenarios your organisation may encounter. When outlining various scenarios, ask critical questions as a team:

• How did this crisis originate?
• How did affected organisations respond?
• What was the media and key stakeholders’ reaction?
• Were these responses effective?
• What can we learn from it all?

Thorough research and analysis enable your organisation to anticipate future challenges, formulate fitting responses and, if lucky, even dodge some crises altogether.

 

2. Sync your crisis plan with your communications strategy

During a crisis, it’s easy to become reactive and lose sight of key messages. Ideally, your crisis plan should address the same fundamental question as your general communications plan: What’s the core problem we’re solving for the organisation?

Ultimately, your crisis plan should align with your organisation’s overarching goals and values. By maintaining consistency in your messaging and actions, you can safeguard your organisation’s reputation and credibility during challenging times.

 

3. Set up monitoring systems

Media monitoring tools are lifesavers for sifting through heaps of data, giving you a comprehensive view in real-time. Regularly audit your social and traditional media monitoring and measurement systems thoroughly and make adjustments as needed.

Your monitoring platforms should cover news stories and social media mentions across a broad spectrum of publications or media. Platforms like Meltwater and Brandwatch can be game-changers. During crises, these platforms should facilitate quick access through pre-set automated, targeted alerts.

 

4. Identify and train key spokespersons

Designating trained spokespeople ensures that your organisation speaks with one voice during a crisis. Make sure they’re always on standby, ready to answer questions about the crisis which will also minimise the chances of the media turning to unprepared individuals for information.

These spokespersons should be well-versed in your organisation’s messaging and prepared to address inquiries from the media and other stakeholders. By centralising communication efforts, you can effectively manage the narrative surrounding the crisis.

 

5. Run simulations and training sessions

Putting your crisis management plan to the test is a must to assess its effectiveness. It reveals any challenges in the plan’s workflow and ensures it runs smoothly when put into action. Regular simulations and refresher sessions ensure that the team remains prepared to respond effectively during a crisis and ready to tackle any curve balls that come their way.

 

If you’d like help developing your crisis management strategy, we’d love to help. Reach out at jo@fiftyacres.com.