1) Tell Your Story Before Someone Else Does:
When a crisis occurs, whether it is a minor incident that is gaining attention or a catastrophic disaster, your story will be told, but who tells that story first has the advantage in shaping the narrative and steering the direction of the story.
As the saying goes, “If you’re not first, you’re last.”
2) Be Quick and Be Accurate:
Response Time is key to crisis communications, but every statement made must be accurate. When there is no current information at the immediate start of an incident, be open and transparent, then follow up as soon as possible with verified information as your organization has it. Release your news before the news media releases your news to enhance your organization’s credibility.
3) Empathy Leads The Way:
All crisis situations impact people; never lose sight of that. From the outset, your organization must recognize the emotional impact of a crisis on the public as well as those within your organization. Initial messaging and ongoing messaging must consistently recognize the concerns of those who are impacted by the situation. When appropriate offer relevant resources to strengthen organizational trust and ensure your organization's compassion extends beyond words.
4) Ensure Consistent Messaging:
Each and every message must align with your organization’s incident narrative. There can be no deviation from messaging, no one-off comments, and this must be reflected at every level in the organization from the front line to the chief executive.
5) Deliver On Promises:
Promptly do whatever your organization says it is going to do. It is possible to do the right thing for the sake of doing the right thing while also positively enhancing your organization’s profile during a time of crisis. Your organization must not only earn trust, but also proactively maintain that trust during and after a crisis incident.
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