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Communications Strategy
Developing A Crisis Communications
Plan
by Meg Phee
Proper planning demands
that we anticipate the good and the bad. This means that
we must address the fact that at any time, an
organization may find itself facing a crisis situation
caused by either an internal or external predicament. It
is critical to ensure that you are equipped to
communicate quickly, efficiently and with confidence in
the event of a crisis. Yet, non-profits too often face
situations that threaten their integrity or reputation
only to find that they are ill-equipped to communicate
with their employees, key constituents, and the media.
Limited resources, failure to plan, and unanswered
questions about who holds the responsibility for crisis
communications planning, and what constitutes an
effective plan often contribute to the creation of these
unfavorable and sometimes damaging predicaments.
Listed below are five critical steps needed to establish
an effective crisis communications plan for your
organization. Specific issues addressed range from when
to develop the plan and how to manage the message and
the media to identifying and prioritizing key audiences
and channels of communication.
How Non-Profits Fail to
Prepare for Crisis
There are five main
reasons that non-profits fail to prepare for a crisis
situation. Sure, no one wants to think about the fact
that trouble may creep up on an organization, but
reality dictates that it does happen. So why do agencies
fall short in taking the necessary steps put a plan in
place?
1. Misunderstanding
- What is a Crisis?
2. Failure to Plan
- It Won't Happen to Us!
3. Lack of
Responsibility - Who's Job is it to Prepare?
4. Time - We'll
Get Around to it Later!
5. Resources -
We don't Have the Money!
Five Critical Steps to
an Effective Crisis Communications Plan
1. Create a Crisis
Communications Plan Ahead of Time
-
Anticipate Crisis;
Think & Talk About What Might Happen and How it Can
Be Effectively Managed
-
Develop Response
Strategies That Can Be Implemented When a Crisis
Occurs
-
Establish
Communications Protocols
2. Designate a Crisis
Management Team
-
Determine and Train
Spokespeople
-
Address Issues of
Empowerment and the Chain of Command
-
Monitor and Keep
Communication Lines Open between Internal Staff
3. Manage the Message and
the Media
-
What is the Issue?
Define the Nature of the Crisis
-
What is your Message?
Keep the Message Clear and Consistent
-
Anticipate and Meet
the Needs of the Media
4. Communicate Early and
Often
-
Be Proactive rather
than Reactive
-
Decide on
Communications Methods (Press Conference, In-Person
Briefing, Phone, Fax, etc.)
-
Release Prepared
Statements and Collateral Materials to the Media
5. Identify and Prioritize
Key Audiences and Channels of Communication
-
Who are the Audiences
that Matter Most to your Organization?
-
Know What type of
Information each Audience is Seeking and Keep them
Informed
-
Promptly Notify
Employees, Key Constituents, Grantees, Lawmakers,
etc.
Conclusion
Whether caused by internal
or external forces, a crisis situation puts an
organization in a complex and difficult dilemma that can
have long-term impact on the agency or the sector. While
no one can predict the outcome of a tumultuous time
period, having a structured plan in place can help
position the organization on better footing as it
manages the incident.
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