What are the best practices for crisis communication in public relations?

1 Assess the situation

Before you communicate anything to the public, you need to assess the situation and gather the facts. What is the nature and scope of the crisis? Who is affected and how? What are the potential risks and consequences? What are the legal and ethical implications? How are you responding and resolving the issue? You need to have a clear and accurate understanding of the problem and the solution, and avoid speculation, rumors, or misinformation.

2 Form a crisis team

You cannot handle a crisis alone. You need to form a crisis team that includes representatives from different departments and functions, such as legal, technical, marketing, customer service, and senior management. The crisis team should have a designated spokesperson who will deliver the official statements and answer the media inquiries. The crisis team should also have a clear division of roles and responsibilities, and a coordinated strategy and message.

3 Communicate quickly and effectively

One of the worst things you can do in a crisis is to stay silent or delay your response. You need to communicate quickly and effectively to your internal and external stakeholders, such as employees, customers, partners, investors, regulators, and the media. You need to acknowledge the crisis, express your concern and empathy, explain what happened and why, outline what you are doing and what you expect to happen, and provide updates and resources. You need to use multiple channels and formats, such as press releases, social media posts, emails, newsletters, webinars, or podcasts, to reach your audience and address their questions and concerns.

4 Be honest and transparent

Honesty and transparency are essential for maintaining your credibility and trust in a crisis. You need to be truthful and factual in your communication, and admit your mistakes and shortcomings. You need to avoid hiding, denying, or blaming others for the crisis, and instead take responsibility and accountability for your actions and outcomes. You need to share relevant and timely information with your stakeholders, and avoid withholding or manipulating data or evidence.

5 Show empathy and compassion

Empathy and compassion are key for building rapport and understanding with your stakeholders in a crisis. You need to show that you care about their feelings, needs, and expectations, and that you are listening and responding to their feedback. You need to use a respectful and supportive tone, and avoid jargon, sarcasm, or defensiveness. You need to acknowledge their emotions, such as anger, frustration, or fear, and offer your apologies, sympathy, or assistance.

6 Take action and follow up

Action and follow up are crucial for demonstrating your commitment and competence in a crisis. You need to take concrete and measurable steps to address the issue, prevent it from happening again, and restore normalcy and confidence. You need to communicate your action plan and progress to your stakeholders, and solicit their input and collaboration. You need to monitor and evaluate the results and impact of your actions, and share your findings and learnings. You need to thank your stakeholders for their support and patience, and ask for their feedback and suggestions.

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?