5 SEO Basics to Make Your Best Content Eminently Findable
Whew! You’re exhausted. You’ve just finished a sprint to get your mobile-first site updated after Google’s latest Core Web Vitals algorithm change....
Crisis communication is not something I really want our clients to gain experience with. But no matter what your industry or sector, you have at least one potential crisis lurking. (What if your manufactured product failed and caused a tragedy? If you are a nonprofit, what if an employee harmed a person in your care?) Even if you have recognized the need for crisis communication planning and developed your plan, you may find implementation challenging when you are in the midst of a crisis.
It can be very difficult at such a time to think clearly about your priorities and protocols for how best to disseminate information to your various audiences and stakeholders. Let’s walk through how you can develop a basic checklist now, so it’s ready if (or when) you need it in a crisis.
Let’s say you are a nonprofit organization, a public entity, or a socially responsible business — just because these are the folks we know best. Your communication objectives are to maintain credibility, demonstrate transparency, and preserve your reputation (or brand) by doing the right thing. You may also have regulatory requirements to meet. You need to be first with the news, but not before your objectives — and your messages — are clear for your communication team.
Accept that determining the facts may be a challenge. Your goal is to avoid speculation and stick to the known facts. Develop your talking points using a basic message triangle, a tool that has been tested in many such occasions. (Deciding what you say and how you say it during a crisis or emergency is fodder for a future blog post.)
Now you are ready to get the news out. Here is the order of priority we recommend as best practice for the channels and distribution of agreed-upon information and messages. (This works for good news too, but it's particularly critical with bad news and crisis communications):
Note that although the media is eager to get breaking news stories and will help you reach the general public, they must come after your stakeholders in a crisis or emergency situation. No one likes to be surprised at such a time.
Here's hoping your crisis communication checklist is ready — and that you need never use it....
Institute for Public Relations
Centers for Disease Control’ s Crisis and Emergency Risk Communications: Best Practices[podcast]
16 Best Practices for Social Media Crisis Communications from BlogWorld [Radian 6 and Salesforce.com]
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