Crises are unpredictable and can affect any of us. All areas of the company and relevant stakeholders can be affected. In any case, it is up to the management to steer the company out of the critical situation in the best possible way and to calm the waves through targeted communication.  We cannot always avoid crises, but a clear strategy can make the difference between a company emerging from a crisis stronger or further weakened. In this article, crisis consultant and senior consultant Sabine Pöhacker presents a practice-oriented checklist for effective crisis communication.

1. Create structures

The first step in crisis communication is to form a crisis team with clear responsibilities. It should be determined how and when the team will coordinate and a fixed spokesperson for media inquiries should be defined. Prepared Q&As are also a must in order to be able to respond quickly to potential questions. It is also essential to set up media monitoring and social media monitoring in order to be able to react to new developments at an early stage.

2. Design communication

Effective crisis communication takes all stakeholders into account, including employees, customers, partners, politicians and authorities. Clear and timely communication is key to maintaining trust and avoiding misunderstandings. The needs and expectations of the various stakeholder groups should be taken into account and communication should be managed via suitable channels.

3. Proactively manage PR and media relations

Media relations can be crucial in times of crisis. A prepared statement helps to convey a consistent and clear message. Companies should not only have proactive statements ready, but should also be able to formulate reactive responses to inquiries from employees, stakeholders or the media quickly and correctly. Especially in times of social media, companies must actively manage their online communication and respond professionally to critical posts.

4. After the crisis is before the crisis

Even the ancient Chinese knew it: every crisis also holds an opportunity! What you learn helps you to be better prepared next time. In general, crisis communication should be implemented in every company not as an option, but as a necessity.  Those who are well prepared can react faster and better, act preventively and also protect, if not strengthen, their reputation. Companies should regularly review their crisis communication strategy and ensure that all processes are well-rehearsed and up-to-date. If you need professional support in developing or optimizing your crisis communication, contact us – we can help you prepare your company for an emergency!