Introduction to crisis communication
Fortunately, Proctor & Gamble’s team responded quickly and effectively, taking a multi-pronged approach to the crisis. They responded on the social media channels with messaging that was designed to change the conversation—so that eating Tide Pods became a mark of stupidity rather than bravery or entertainment. And they also hired effective influencers, including New England Patriots tight end Rob Gronkowski, to make the message stick. Notably, the company did not apologize—having done nothing wrong—and the fast response was successful in ending the trend.
- Establish a crisis management team: Identify key stakeholders and designate roles within the team. This team will be responsible for managing communication efforts during a crisis.
- Conduct a risk assessment: Identify potential crises that could impact the organization. Evaluate the likelihood and severity of each risk to prepare effectively for a variety of situations.
- Develop a crisis communication plan: Create a comprehensive plan that includes communication strategies, protocols, and tools for both internal and external communication. Define procedures for ensuring employees receive accurate and timely information and establish relationships with relevant agencies, such as emergency services or regulatory bodies, for crisis coordination.
- Establish communication channels with stakeholders: Identify and prepare multiple communication channels to reach all stakeholders, including employees, customers, and the media. This ensures timely, clear communication during a crisis.
- Create key messages: For each identified potential crisis, prepare clear and concise messages to convey accurate and consistent information. Tailor the messaging to suit different audiences and communication channels, avoiding technical jargon or confusing terminology.
- Designate and train spokespersons: Select trusted, knowledgeable individuals to act as official spokespeople. Provide crisis communication training so they can deliver consistent, accurate messages.
- Monitor and address social media: Set up monitoring systems for social media, news, and other platforms to stay informed and respond quickly to emerging crises. Address concerns and questions directly.
- Act quickly and transparently: Respond immediately when a crisis arises. Acknowledge the issue, provide initial information, and keep stakeholders—employees, customers, and media—regularly updated. Transparency is crucial to maintaining trust and addressing concerns promptly.
- Show empathy and correct misinformation: Demonstrate compassion toward those affected, while also actively correcting any false information that may arise. Acknowledge concerns and provide factual, accurate updates to prevent escalation.
- Review and learn from the crisis: Once the immediate crisis has passed, conduct a review to assess the response. Gather feedback, identify areas for improvement, and update the crisis communication plan accordingly.
By following these steps, organizations can prepare themselves to communicate effectively in the face of a crisis, mitigating damage and maintaining trust with stakeholders.
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About the author
Erin Sky
Erin became a professional copywriter when she won a writing contest held by a Shark Tank startup. Before that, she taught computer science and mathematics at Johns Hopkins University and oversaw the digital publishing transformation at BellSouth. In her spare time, Erin codes apps, rescues animals, and writes novels. She’s a best-selling author on three continents. Connect with Erin on Goodreads or LinkedIn.