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Remember this — entire countries and causes have had their ambitions thwarted, or aided, as a consequence of their trials in the court of public opinion.3.Identify and Train Spokespersons Categorically, any organization should ensure, via appropriate policies and training, that only authorized spokespersons speak for it. Each crisis communications team should have people who have been pre-screened, and trained, to be the lead and/or backup spokespersons for different channels of communications.
It’s your responsibility to minimize the chance of that happening.
Spokesperson training teaches you to be prepared, to be ready to respond in a way that optimizes the response of all stakeholders.5.
If your in-house PR executive does not have sufficient crisis communications expertise, he or she may choose to retain an agency or independent consultant with that specialty.
Other team members are typically the heads of your major organizational divisions, as any situation that rises to the level of being a crisis will affect your entire organization.
This assessment process should lead to creating a Crisis Response Plan that is an exact fit for your organization, one that includes both operational and communications components.
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The remaining steps, below, outline some of the major topics that should be addressed in the communications section of the plan.2.
We can even send audio and video messages via email. This may be the best/fastest way to reach some of our stakeholders, but setting up social media accounts for this purpose and developing a number of followers/friends/contacts on the various social media platforms (e.g., Facebook, Linked In, Google ) is not something you can do a crisis breaks, because nowhere does news of a crisis spread faster and more out of your control than on social media.
Depending on how “techie” we choose to be, all of this type of communication – and more – may be received on or sent by a single device!
These days, spokesperson responsibilities invariably include online communication, and social media is a very easy place to make a mistake.
Matching potential spokespersons’ skills with their assignments as a member of the Crisis Communications Team is critical.