Every day there is news of new crises and emergencies. Whether it’s a natural disaster, an act of terrorism or simply a torrent of nasty tweets, communicators play a key role in how these events are perceived and play out.
If you communicate for a living, you have the power—and the responsibility—to shepherd, enlighten, instruct and lead when a situation arises.
You are a first responder of sorts, so the onus is on you to be prepared for a crisis. Jonathan Bernstein describes a crisis as “any situation that is threatening or could threaten to harm people or property, seriously interrupt business, significantly damage reputation and/or negatively impact the bottom line.”
Even if your company already has a plan in place, it’s important to revise, refresh and rehearse regularly. Keep these basics in mind:
1. Pick a format and get it in writing (or on slides or video).