Communicating in a crisis: Quick and strategic messaging

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We can’t predict a crisis, however we can prepare. Whether it be a business crisis or a natural one, communication is key. The question is, what is involved in a strategic crisis communications plan and what is the best strategy at the time?

Here, we discuss with you quick messaging and strategic messaging, how they complement each other and what purpose each have in a crisis.

Quick messaging:
This is where social media and digital platforms really come in to play.

Quick messaging means you can reach a broad audience in a short amount of time.

It also allows for real-time updates and push alerts. In today’s fast-paced 24/7 news cycle, the ability to communicate in real-time, directly to stakeholders and publics, can be the difference between a significant crisis event and minor blip, when handled immediately.

The use of social media in a crisis also allows multiple touch points for people to communicate with the company.

Strategic messaging:
Having a strategic plan doesn’t mean it isn’t face paced, it is just a more streamlined approach to the messaging.

This includes drafting key messages and disseminating them to spokespersons in the organisation. Ensuring all spokespersons are trained in media and presentation is a valuable asset and investment in your company that can limit risk and stabilise a crisis.

Having a strategy also means you have the time to set in place proper monitoring systems such as media monitoring and social media mentions.

What has your company done to prepare for a crisis?

Every crisis is different and each need to be handled as such. With preparation and a mixture of both quick and strategic messaging, your company is on the front foot of any crisis.

Not having a planned approach can have some major effects on the business.

An absence of adequate internal and external communications could mean:

  • Operational response may break down
  • Stakeholders are left unaware, creating unnecessary disruption in an already tense and busy time
  • Company reputation can be questioned and even damaged
  • If the issue isn’t addressed straight away then it can often become worse and too complicated to fix with long-lasting effects
  • The businesses bottom line may suffer

KDPR are experts in handling a crisis and strategically planning ahead. If you have any questions about crisis management give us a call, we’d be happy to talk you through our processes.

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