Crisis communication is all about structure and process. It is about following guides, checklists and steps that have been pre-agreed. There is no room for creativity in crisis, risk and issues communication. All these are inaccurate statements. Of course, preparation and structure are important particularly in the initial response to a crisis, but it is about a lot more.
by Amanda Coleman
We cannot abandon creativity in our crisis communication and response to emerging issues. If we do it will be like discarding our superpower. Being able to develop engaging messages that target the right people and encourage them to respond in the right way is at the heart of crisis communication. But when the pressure hits, we often forget those things.
What we need to do is remember the fundamental elements of PR and communication when we are developing plans for a problem we are dealing with. It is still important to make things engaging, accessible, inclusive and to evaluate the effectiveness of the communication activity. So, perhaps we need to think differently about crisis communication.
The same is true of issues management. In my new book Everyday Communication Strategies: Manage Common Issues to Prevent a Crisis and Protect Your Brand, I look at the vital role communication has in stopping problems become crises. At the heart of that is using those skills, or superpowers, to spot those issues as they emerge and put action in place to stop things getting worse. We can’t always have a positive impact for lots of reasons but if we are able to operate strategically, to influence the top team, and to drive business responses there is an opportunity to avert disaster.
Success can come from the words you use, the action you take, the empathy you show, the apology you make and the restoration that is made. When communicators are the last to know that an issue is developing they can’t get involved at an early stage and the result may be a damage limitation approach.
In the post-pandemic world crisis communication and issues management has evolved and developed. This uncertainty and chaos that we are living with brings issues management into our day-to-day work. It may be frustrating, distracting and time consuming but with some planning and preparation and a dash of creativity you can be ready to respond more effectively.
I will be discussing this in more detail in the next episode of Creativity Lab on 17 November at 2pm - 3pm via Zoom. It’s free to attend so sign up below and come along and listen to what I have to share and also pitch your crisis comms questions to me.
You can sign up to Creativity Lab HERE.
Like the sound of Amanda’s new book? The discount code AMK20 can be used on the Kogan Page website for a 20 per cent discount on the book Everyday Communication Strategies. Everyday Communication Strategies (koganpage.com)
Amanda Coleman is a crisis comms consultant and founder of Amanda Coleman Communcatons Ltd. You can say hello on Twitter at @AmandaColeman
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