Key Elements of a Crisis Communication Playbook

I've been managing PR for the fastest-growing startups for over 12 years. 8 of the most valuable hacks we use for our clients (that you can use today): 𝗣𝗿𝗲𝗲𝗺𝗽𝘁𝗶𝘃𝗲 𝗖𝗿𝗶𝘀𝗶𝘀 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 • Regularly brainstorm potential brand vulnerabilities • Develop responsive strategies Mapping these out lets you act fast when challenges arise. Anticipation is your first line of defense. With it, you're not reactive. You're two steps ahead. 𝗣𝘂𝗹𝘀𝗲 𝗼𝗻 𝗣𝘂𝗯𝗹𝗶𝗰 𝗦𝗲𝗻𝘁𝗶𝗺𝗲𝗻𝘁 In today's digital world, perception shifts rapidly. Harness sentiment analysis tools to constantly monitor your brand's digital perception. The earlier you spot a shift, the quicker you can intervene. Real-time insights can save reputations. 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗱 𝗦𝗽𝗼𝗸𝗲𝘀𝗽𝗲𝗿𝘀𝗼𝗻 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴 A brand's voice can be its downfall or saving grace during crises. Train your founders, train your key staff. Implement media training focused on crisis communication. Prepared spokespeople control narratives — even in chaos. 𝗖𝗮𝗻𝗰𝗲𝗹 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 𝗦𝗵𝗶𝗲𝗹𝗱𝗶𝗻𝗴 Society's sensitivities can change fast. Engage in social listening exercises to stay informed. • Understand the shifts • Identify potential pitfalls • Address areas of concern Don't fear cancel culture – move in harmony with societal changes. 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝘁 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 Prioritize open, honest communication — especially during crises. • Admit errors and outline actionable steps • Release detailed, regular updates • Address rumors head-on Transparency fosters trust. It can mitigate potential backlash. 𝗖𝗿𝗶𝘀𝗶𝘀 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗲 𝗧𝗼𝗼𝗹𝗸𝗶𝘁 A PR Swiss Army Knife — your key to survival during crises. Maintain an updated set of: • Contacts • Pre-approved messages • Action plans for various scenarios When pressure mounts, this toolkit is your lifeline for well-executed crisis management. 𝗣𝗿𝗼𝗮𝗰𝘁𝗶𝘃𝗲 𝗔𝗽𝗼𝗹𝗼𝗴𝘆 𝗣𝗿𝗼𝘁𝗼𝗰𝗼𝗹𝘀 Mistakes happen. Design a framework for public apologies, ensuring they're: • Timely • Genuine • Appropriate A heartfelt apology can go a long way in damage control and brand rehabilitation. It elevates brand stature in the public eye. 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 & 𝗔𝗱𝗮𝗽𝘁𝗮𝘁𝗶𝗼𝗻 After any PR challenge, conduct a thorough post-mortem analysis: • Understand the issue • Refine your strategies • Strengthen defenses Past challenges hold valuable lessons. Use them to navigate future threats. Don't drop the ball. Enjoyed this? You’ll love my newsletter where I talk about strategic communication, crisis management and public affairs: https://lnkd.in/g8MF5-6g

I recently had the pleasure of presenting on crisis comms to a group of Central Washington University students. It’s a topic I get asked about all the time, so sharing 6 key learnings I usually highlight: 1) Preparation is key – If you wait until you are in a crisis to think about your plans, you’re starting at a huge deficit. Scenario plan early and build out as much process/content as you can so you have a running start when the time comes. With careful planning and an early warning system in place, you may even be able to intercept an issue before it turns into a full-blown crisis. 2) Stakeholders (and their roles) matter – A critical part of preparedness: who needs to be involved and in what capacity. Who is the decision maker, who needs to be informed, who is part of the working group, etc. It will vary based on the situation, so see point #1 and get this sorted out in advance. Including how to reach people after hours. 3) Get the facts first ­– Resist the urge to “message” a situation or talk tactics until you understand the facts, including what is unknown. A comms strategy is only as good as the data it is based on; faulty information = faulty strategy. 4) Consider ALL audiences – Customers, partners, employees, the local community, etc. Again, it will vary by situation but things can go sideways fast if you forget about a major audience. You need to own your story across all of them. Pro tip: If you find yourself prioritizing press as your top audience (vs. say, customers or employees), you’re probably doing it wrong. 😊 5) Third parties can tip the scales – They can work in your favor or they can keep fanning the flames. For any given situation think about who can be an advocate…and who is likely to be a detractor. For those who are advocates, remember to nurture those relationships over time vs. simply tapping them when you need something. 6) Practice, practice, practice – The best way to ferret out gaps is to do a few practice drills. But don’t pick a day/time where everyone is around, has time available, etc. Mimic a real scenario which likely includes a couple key people being on vacation, on the road, tied up in all day meetings, etc. The final bit of advice I give people: keep calm. Comms leaders have a unique opportunity to set the tone. Showing up as calm and in control can go a long way to settling others’ nerves. (And yes, it’s completely fair to be stressing out internally/privately.) Joe Tradii thanks again for the opportunity to spend time with your students! #PR #CrisisComms #VoxusPR

I often say we are in the business of building, maintaining and, when needed, repairing reputation. People don’t always think about the importance of a proactive crisis plan in managing a reputation; however, having a solid crisis communication plan is key to safeguarding your reputation (or that of your business) in turbulent times. From data breaches to natural disasters, how you respond in critical moments can make or break your reputation. A well-thought-out crisis media plan is not just advantageous, but essential. My three keys to crisis communication are: 1. Preparedness is confidence among key stakeholders. This allows you to: a. Communicate early b. Communicate often c. Be transparent (even if you can’t provide many details) 2. Time is of the essence. A crisis media plan outlines exact protocols and procedures to minimize confusion and increase communication. 3. Business continuity: Effective crisis management includes provisions for maintaining essential operations while coordinating internal and external communications. Failing to plan is planning to fail. https://bit.ly/4awrF3f