Last updated on Jul 8, 2024

Your organization is facing a crisis. How do you guarantee consistent messaging at every level?

When your organization is thrust into a crisis, effective internal communication is critical to maintain trust and ensure a unified response. It's your armor in the face of uncertainty, allowing you to control the narrative and keep your team aligned. To guarantee consistent messaging at every level, you must be proactive, transparent, and strategic. Remember, how you communicate internally during a crisis will not only affect your team's morale but also your organization's reputation and success in navigating the storm.

1 Define Strategy

A clear strategy is the backbone of crisis communication. Start by identifying the core message that needs to be conveyed. This message should be rooted in your organization's values and should reflect the nature of the crisis. Ensure that this message is simple, so it can be easily understood and repeated at all levels of the organization. Appoint a dedicated crisis communication team to oversee messaging and ensure that everyone who speaks on behalf of the company is briefed and adheres to the agreed-upon talking points.

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2 Centralize Information

Centralizing information is paramount to avoid misinformation. Create a single source of truth, such as a crisis communication hub or an internal website, where updates and resources can be accessed by all employees. This ensures that everyone receives the same information and can refer back to it as needed. Regular updates are crucial; they prevent the spread of rumors and keep your team informed about any developments or changes in strategy.

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Desiree Peterkin Bell, MPA

President and CEO, DPBell & Associates Award-Winning Political, Branding and Communications Strategist | Author | Public Speaker | Advisor | Global Thought Leader
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Here are my keys for managing a crisis: CCRT Concise messaging. Remember in this day and age info is changing quickly and media often will grab info before even having it confirmed simply to be the first. So the spokesperson(s) once identified should be concise. Consistent: repeating the same thing over and over again can help ensure it is being reported correctly. Relevant: Make sure the information shared is relevant. Timely: As soon a approved info becomes available make sure it is communicated. This is my trademarked consistent strategy.

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3 Train Spokespeople

Select and train a group of spokespeople who will represent the organization during the crisis. These individuals should be well-versed in the crisis response plan and possess strong communication skills. Provide them with media training to handle press inquiries effectively and ensure they are prepared to communicate key messages consistently. By having a reliable team of spokespeople, you can maintain control over external communications and reinforce internal messaging.

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4 Engage Employees

Direct engagement with employees is essential during a crisis. Utilize multiple channels like emails, intranet postings, or virtual town hall meetings to reach every member of your organization. Encourage managers to have open discussions with their teams to address concerns and reinforce the central message. This two-way communication not only promotes consistency but also builds trust and ensures that employees feel valued and heard.

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Abby (Koller) Brodsky

Award-Winning Internal Communications Strategist
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I’ve found that it’s important to provide robust information to people managers as they tend to be the main source of information for employees. Collaborating with HR to set up a centralized FAQs page that is frequently updated, as well as providing approved key messages and live training webinars gives managers the resources they need to understand the issues, anticipate questions and effectively communicate with their teams.

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5 Monitor Feedback

Monitoring feedback from employees provides insight into how your messaging is being received and where adjustments may be needed. Establish feedback channels such as surveys, suggestion boxes, or direct communication lines where employees can share their thoughts and concerns. Actively listen to this feedback and be prepared to adapt your communication strategy accordingly. This will help you maintain message alignment and address any emerging issues promptly.

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6 Adapt Quickly

Finally, be ready to adapt your messaging quickly as the situation evolves. Crises are dynamic, and new information can change the landscape significantly. Stay flexible and update your communication strategy as needed, ensuring that all levels of the organization are informed about any changes. Quick adaptation is key to maintaining consistent messaging and effectively managing a crisis.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Your organization is facing a crisis. How do you guarantee consistent messaging at every level?

1

2

3

4

5

6

7

1 Define Strategy

2 Centralize Information

3 Train Spokespeople

4 Engage Employees

5 Monitor Feedback

6 Adapt Quickly

7 Here’s what else to consider

Internal Communications

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Your organization is facing a crisis. How do you guarantee consistent messaging at every level?

1

2

3

4

5

6

7

1 Define Strategy

2 Centralize Information

3 Train Spokespeople

4 Engage Employees

5 Monitor Feedback

6 Adapt Quickly

7 Here’s what else to consider

Internal Communications

Rate this article

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