Crisis Communication – A Guide for Beginners

Crisis can arise anytime and without any warning. They are called ‘crisis’ for a reason. The crisis is something you cannot predict. While some disasters can be horrific; they can still be managed. A crisis is well defined as a circumstance that affects a company or organisation, an individual or a brand negatively. Every industry, whether small or large is bound to face a crisis at some point in time. Facing a crisis than ignoring is essential for a company. This is where the importance of crisis communication comes into the picture.

Companies do recognise the importance of crisis communication and invest effectively in the same.

 What Exactly Is Crisis Communication?

Crisis communication refers to protocols, technologies and systems that help a company to communicate effectively during an emergency. It is important for businesses of all sizes to be prepared for any crisis – whether fire, crime, weather, product recalls, terrorism, reputation crisis, public relation incident and so on. A professional crisis communication team ensures the situation is well taken care of and ensures business continuity.

 Goal of Emergency Communication

The major goal of emergency communication is to ensure the communication is carried out without any disturbance. It can be in any form, whether through text messages, app-based alerts, phone calls, or even an announcement made over the PA system of the company. The messages should be clear and give out the needed message. The main aim of the same is to, well equip the recipient with the information and knowledge needed to take appropriate decision and action. Say for example, in case of a natural calamity like a hurricane it is important for employees to take shelter. During the event of a fire, employees will be told to evacuate the building. Or in case of a product recall where the company has to take necessary action.

 How is Crisis Communication Done?

Every company tends to have a different approach when it comes to managing an emergency situation. Hiring experts are highly recommended. The experts offer a right and effective crisis communication strategy that go a long way in managing an emergency situation.

Some steps to consider for right and effective communication:

Should be Done in Real Time

Ensure the communication is carried out in real time. This further helps in having access to updated information as and when the event unfolds.

Messages Should be Relevant

As far as sending messages is concerned, ensure it is sent to relevant people only. Sending them to every employee can be time-consuming. Besides, it also slows down the response time. Ensure you target only the needed and specific individuals like PR and IT.

 Information Should Be Easily Accessible

Ensure the information provides is readily available from everywhere. While calling, or sending messages would sound great, it can backfire in times of natural calamity. Hence, make use of speakers to give out the right information.