Business Communication Plan

Identify Your Crisis Communications Team A small team of senior executives should be identified to serve as your organization’s Crisis Communications Team.

Identify Your Crisis Communications Team A small team of senior executives should be identified to serve as your organization’s Crisis Communications Team.

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There are at least two immediate benefits to this exercise: In some cases, of course, you know a crisis will occur because you’re planning to create it — e.g., to lay off employees, or to make a major acquisition.

There is a more formal method of gathering this information I call a “vulnerability audit,” about which information is available here.

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.

They didn’t learn, in advance, the critical differences between proactive PR, which focuses on promoting your organization, and crisis communications, which focuses on preserving your organization.

All stakeholders, internal and external, are just as capable of misunderstanding or misinterpreting information about your organization as the media.

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 includes on-camera, at a public meeting, at employee meetings, etc.

You really don’t want to be making decisions about so many different types of spokespersons while “under fire.”4.