Insights from Global Crisis Communicators
Our Peritus Trainings Guide crisis communication series has emphasized why crisis preparation is essential to maintaining your organization’s reputation. To reinforce these insights, we turned to our friends, mentors and colleagues from the Public Relations Global Network (PRGN) to gather perspectives from crisis communications experts around the globe.
WHAT IS ONE MISTAKE YOU SEE LEADERS MAKE DURING A CRISIS?
“Not bringing in the communications team. Have us in the room before, during and after. Our job is to provide objective counsel, but we can only do that if we are part of the discussion.”
– Abbie S. Fink, president, HMA Public Relations, Scottsdale, Arizona
“Being transparent during a crisis is critical; most leaders simply prefer not to respond when in fact it’s better to simply say 'we don't have all the answers just yet, but what we do know is this (insert facts here). It makes moving forward much easier, and the credibility of the company remains intact.”
– Leeza L. Hoyt, APR, president & founder, The Hoyt Organization, Inc., Los Angeles, California
WHAT IS ONE TIP TO BUILDING AN EFFECTIVE CRISIS RESPONSE PLAN?
“Understand your three-part message arc. 1. Show concern for what has happened. 2. Demonstrate relief that it is not as bad as it could be. 3. Reassure your audience that steps are being taken so it doesn't happen again.”
– Nick Leighton, MBA, Dip(M), owner & CEO, NettResults Middle East, Dubai, United Arab Emirates
“PREPARE, PREPARE & PREPARE. Be it having a crisis communications manual, running simulation sessions or organizing spokespersons' trainings, having key personnel 'crisis-ready' is top priority.”
– Tan May Lee, partner & executive director, Perspective Strategies, Kuala Lumpur, Malaysia
“Outlining a detailed protocol should be one of the first items tackled in a crisis response plan. From who is serving on the front lines, to who needs to approve materials... every employee at the organization should have a clear understanding of their role in a crisis, even if that direction is ‘do not engage.’”
– Meg Yocum, partner, Buchanan Public Relations, Philadelphia, Pennsylvania
“Ensure a clear list of who the client should contact in a crisis is included. This will help avoid a game of telephone.”
– Macey Binner, vice president, REED Public Relations, Nashville, Tennessee
WHAT RESOURCES WOULD YOU RECOMMEND TO SOMEONE LOOKING TO DIVE DEEPER INTO CRISIS PREPARATION?
“I'd recommend just following the news and seeing how organizations and institutions respond to situations. There are real-time case studies every single day that can help inform what works, and, more importantly, what doesn’t.”
– Philip Hauserman, SVP, director of crisis communication, The Castle Group, Boston, Massachusetts
Explore additional recommended resources below from our team and PRGN crisis experts to level up your crisis response plan and better prepare for the unexpected.
The Agony of Decision: Mental Readiness and Leadership in a Crisis by Helio Fred Garcia
Lukaszewski on Crisis Communication: What Your CEO Needs to Know About Reputation Risk and Crisis Management by James E. Lukaszewski
PRGN Presents Podcast – many episodes cover various aspects of crisis management
Stay informed by keeping up with current news and analyzing how other companies handle crises.
As we conclude this crisis communications series, here’s one key takeaway we want to share with you:
Remember, bad things happen to good people and organizations. The outcome isn’t determined by the incident – but instead how you respond.
Join us next week as we launch our new Peritus Trainings Guide series on Internal Communications, offering best practices and resources to strengthen communications with your most crucial audience – your team.