Do you need help with crisis communications?Â
When is the right time to engage a crisis communications firm? There are a few approaches to consider.
Typically, we approach clients in two different phases of crisis.Â
First, some organizations plan and work with a crisis communications public relations firm to develop crisis communications plans and training, which can provide roadmaps for organizations when a crisis hits. We refer to this as proactive crisis communications.Â
Second, other organizations turn to a crisis communications PR firm when a crisis strikes and need help with an immediate response. We refer to this as reactive crisis communications.Â
Proactive Crisis CommunicationsÂ
Many organizations benefit from a crisis management process that puts a crisis communications plan in place and allows for training and iterative updates. We call this proactive crisis communications.Â
Crisis Communications PlansÂ
A crisis communications firm can help you develop crisis communications plans based on different scenarios. Good crisis communications plans could include goals, a SWOT analysis, crisis teams, placeholder messages and responses, communications channels, and approval processes. A crisis communications firm can help your organization develop and regularly update crisis communications plans.Â
Tabletop Crisis Communications TrainingÂ
A crisis communications firm can also help build and execute tabletop training for your organization's staff and stakeholders to train them in case of a crisis.Â
These tabletop trainings will stimulate a crisis and require your team to respond as if it were live.Â
After training, doing an after-action report and updating your crisis communications plans is essential. Planning and training improve an organization's preparedness, help identify and mitigate gaps in their response, and allow for a faster return to business continuity.Â
Reactive Crisis CommunicationsÂ
Other organizations may engage a crisis communications firm when they encounter a crisis. Reactive engagement does not allow for planning or training, but relying on crisis communications experts to guide your response and help business continuity is still important.Â
24/7 Crisis ManagementÂ
Time is of the essence during a crisis. You'll want to work with a firm that is available 24/7 and can respond quickly to emergencies. Before signing a contract, establish clear lines of communication and response times with the firm.Â
Immediate Development of a Crisis Communications Plan
A crisis communications firm will help you quickly develop a crisis communications plan and help guide you through the public response, including issuing press releases, identifying a spokesperson, making public statements, updating stakeholders through social media and other communication channels, and engaging with the media to manage the narrative of the crisis.Â
Throughout the response, organizations must prioritize transparency and accountability in their crisis communication efforts to maintain trust and credibility with their stakeholders.
No matter when you engage a crisis communications firm, effective crisis communication involves quick, precise, and coordinated messaging that aims to inform and reassure stakeholders, mitigate potential damage to the organization's reputation, and restore confidence in the organization's ability to handle the crisis.Â
ConclusionÂ
Fitler Square Strategies has deep experience managing crisis communications inside organizations and as a consultant. We have worked for high-profile public officials as staff members and with some of the largest organizations in the world as consultants.Â
We have worked in both phases of crisis communications - reactive and proactive. We can help organizations plan or defuse a crisis as it is unfolding. We can help you and your organization at its most challenging time. Contact us to see if we are a good fit for your organization.Â
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