The recent body cam footage from Sunday involving Miami Dolphins Wide Receiver Tyreek Hill has continued important discussions in our country. Beyond those significant conversations about our society, this incident also serves as a crucial reminder for businesses, organizations and government agencies about the importance of having robust crisis communications strategies. If your leadership team only watches the footage and discusses it informally, you might be missing a critical opportunity to evaluate your crisis preparedness. Here’s how you can enhance your crisis communications approach:
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Ensure You Have a Designated Spokesperson or Team Available at All Times
A key lesson from recent Tyreek Hill crises is the necessity of having a dedicated spokesperson or crisis communication team available even during weekends and holidays. One client faced a dire situation that required him to cut short his out-of-state vacation because no one else was prepared to manage the crisis. Another client in the utility sector encountered a critical issue over Easter Weekend that needed immediate attention. Ensure your crisis communications team can be mobilized anytime, whether it’s during weekends, holidays or outside regular office hours.
Create a Comprehensive Crisis Communications Strategy
Creating a crisis communication strategy in the midst of a crisis is akin to devising a game plan when the clock is already ticking. Prepare ahead of time by defining who will review and respond to new information as it arises. Identify your key audiences and determine the appropriate communication channels. Will you issue a public statement, conduct interviews or use social media? Establish protocols for keeping employees informed and outline the specific actions you need to take.
Consistently Deliver Key Messages
One of the most common pitfalls in crisis communications is inconsistent messaging. Our experience in communications training often shows that different team members provide various responses when asked about a crisis. This inconsistency can lead to confusion and damage your organization’s credibility. Ensure all employees understand the importance of delivering consistent messages and require leadership approval before discussing the issue with the public or media.
Provide Regular Updates
Effective crisis communications doesn’t end with a single statement. Regular updates are essential to keep audiences, employees and the public informed as the situation evolves. An initial strong response can lose its impact if not followed by ongoing communication. Continuously monitor social media and review sites to gauge public sentiment and address new concerns. Additionally, keep your employees updated to prevent the spread of misinformation.
While a complete crisis communications plan involves detailed strategies and protocols, these beginning tips are a great starting point. We often find that employees are not eager to participate in crisis communications training and may not consistently apply what they’ve learned. Additionally, some organizations still adhere to outdated practices, such as remaining quiet, which can exacerbate the situation. Remember, a well-prepared crisis communications plan is crucial to managing and mitigating controversies effectively. Don’t wait—start your game plan.
Authors: Keith and Loren Yaskin run The Flip Side Communications LLC, a Scottsdale media company that helps companies tell their stories through video production, public relations, communications training and employee communications.
