Beyond Crisis Response - A Better Approach to Risk & Crisis Communication

Introduction

This tutorial outlines a comprehensive approach to risk and crisis communication, inspired by Audra Lawson's keynote presentation at the 2nd International Conference on Crisis Communication and Conflict Resolution. The goal is to enhance understanding and implementation of effective communication strategies during crises, moving beyond mere reactive responses to proactive engagement.

Step 1: Understand the Importance of Proactive Communication

• Recognize that effective communication is essential before, during, and after a crisis.
• Shift focus from only responding to crises to anticipating potential issues and preparing communication strategies in advance.
• Develop a communication plan that includes clear messaging, designated spokespeople, and pre-prepared materials.

Step 2: Identify Stakeholders and Their Needs

• List all potential stakeholders, including employees, customers, media, and the community.
• Understand each group’s concerns and information needs during a crisis.
• Engage with stakeholders regularly to build trust and gather input on communication preferences.

Step 3: Develop Clear and Consistent Messaging

• Create key messages that are straightforward and easy to understand.
• Ensure that all communications reflect the organization's values and mission.
• Maintain consistency in messaging across all platforms to avoid confusion.

Step 4: Utilize Multiple Communication Channels

• Identify the most effective communication channels for your audience (e.g., social media, email, press releases).
• Tailor messages to fit the format of each channel while retaining core information.
• Monitor channels for feedback and adapt your messaging as needed.

Step 5: Train Your Team

• Conduct training sessions for your crisis communication team to ensure they understand their roles and responsibilities.
• Simulate crisis scenarios to practice communication strategies and refine approaches.
• Encourage open communication within the team to foster collaboration and quick responses.

Step 6: Evaluate and Adapt Post-Crisis

• After a crisis, conduct a thorough evaluation of the communication strategies used.
• Gather feedback from stakeholders about what worked and what didn’t.
• Update your communication plan based on lessons learned to improve future responses.

Conclusion

Effective risk and crisis communication requires a proactive approach that emphasizes preparation, stakeholder engagement, and continuous improvement. By following these steps, organizations can build resilience and ensure they are better equipped to handle future crises. Consider implementing these strategies in your own organization to enhance your communication efforts and foster a culture of preparedness.