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All organizational spokespersons during a crisis situation must have: I’ve met senior-level corporate executives who could stand up in front of a 1,000-person conference audience without a fear and perform beautifully – but who would get virtual lockjaw when they knew a camera was pointed their way for a one-on-one interview.I’ve also known very effective written communicators who should probably never do spoken interviews because they’re way too likely to “step in it” using that format.This includes on-camera, at a public meeting, at employee meetings, etc.
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!
Many of us have several phone numbers, more than one email address, and can receive SMS (text) messages or faxes.
Instant Messenger programs, either public or proprietary, are also very popular for business and personal use.
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.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.Experience demonstrates that organizational leadership often does not understand that in the absence of adequate internal and external communications: The basic steps of effective crisis communications are not difficult, but they require advance work in order to minimize damage.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.Identify Your Crisis Communications Team A small team of senior executives should be identified to serve as your organization’s Crisis Communications Team.Ideally, the organization’s CEO will lead the team, with the firm’s top public relations executive and legal counsel as his or her chief advisers.Establish Notification and Monitoring Systems Remember when the only way to reach someone quickly was by a single phone or fax number, assuming they were there to receive either?Today, we need to have – immediately at hand – the means to reach our internal and external stakeholders using multiple modalities.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.