From staffing shortages to technological disruptions, cybersecurity threats to unforeseen events, the modern business landscape is fraught with potential crises. The healthcare sector, in particular, has been under constant strain—from pre-pandemic issues like nurse shortages to the extensive impact of COVID-19. Even as the world adapts to a new normal, fresh challenges keep emerging.
While it's impossible to control all potential threats, being prepared with a robust crisis communication plan can help manage the narrative and mitigate reputational damage.
Preparing for a Crisis
Predicting a crisis is inherently difficult due to their unpredictable nature. Crises, by definition, are unexpected. Who could have foreseen a pandemic bringing global activities to a near halt for almost two years?
Not that we want to become pessimistic, gloomy Eeyore, but being prepared with a crisis communication plan helps you control the narrative rather than other way around. Many businesses have some form of crisis and emergency communication plans. If your company has one, when was it last updated? Revising a crisis communication plan rarely tops the priority list—unless there's an active crisis, and it’s already too late.
Whether facing a natural disaster, a major cybersecurity breach, or another unwanted viral moment, being ready to disseminate information quickly to your employees, customers, media, and the community is crucial. Clear, reliable communication keeps everyone calm, organized, and safe, allowing operations to continue as smoothly as possible. How a company handles a crisis can significantly impact its reputation.
When Developing a Crisis Communication Plan:
Identify your core crisis team; Ensure you have up-to-date contact information, including cell phone numbers, email addresses, and access to video conferencing tools. Provide hard-copy manuals in case of power or Wi-fi outages.
Plan a crisis response strategy. Keep it general to fit various scenarios.
Ensure your response is quick, strategic, and in alignment with your overall emergency plans.
Plan to conduct post-crisis communication analysis and immediately update your plan with lessons learned. Regularly conduct mock crisis exercises.
Following the 5 Cs of Crisis Communication
When building and executing a crisis communication plan, keep these 5 Cs in mind:
Concern: Use human language, not corporate speak. Communicate with empathy and concern.
Commitment: Inform your audience about the steps being taken to resolve the crisis and prevent future occurrences.
Competency: Assure your internal and external audiences that the organization is doing everything possible to address their concerns.
Clarity: Avoid assumptions, guesses, and speculation. Stick to the facts, even if it means needing to provide updates later.
Confidence: Communicate confidently to instill trust and confidence in your audience.
Executing During a Crisis
Being prepared helps you communicate efficiently and quickly when a crisis unfolds. This allows you to focus on mitigating or correcting the situation, protecting stakeholders, and maintaining operations. Although the impact on your brand reputation can't always be predicted, following proactive best practices can help elevate your organization's standing during a crisis.
Assemble your core crisis team and act swiftly.
Gather all available facts and assess the severity of the crisis.
Prepare a holding statement if more time is needed to clearly define the crisis.
Draft three key messages that are clear, concise, and consistent.
Identify and communicate with internal and external stakeholders. Inform employees first to ensure they don't learn about the crisis from external sources.
Be honest and transparent.
Remain calm, even in the face of chaos.
Schedule debriefs with the core team to adjust plans as needed during the crisis and to prepare for future crises.
Advance planning equips you with the tools to control the narrative during a crisis, helping to protect your stakeholders and minimize damage to your organization's reputation.
TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to learn more about how we can help you tell your story.
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