It's impossible to anticipate every issue or crisis your unit or office will face, but there are steps you can take to be better prepared from a communications standpoint. Visit Contact Us to reach Strategic Communications or Risk and Safety Services for support.
Before a Crisis
The most important step is to capture a list of frequent or potential issues you face — sometimes called a vulnerability audit — and share it with Strategic Communications. It's also helpful to assemble related policies and talking points for each issue that can be used to craft messaging. For example, in anticipation of potential issues related to volunteer conduct, organize the policies and key messages related to volunteer service at UC ANR into a quick-reference format.
Once you have your list of issues, identify a point of contact for each one. This person should be a leader in the organization and may partner with the Emergency Response Team when a major issue arises.
Developing preliminary statements and anticipated questions for each issue area can make things easier during a real crisis. Having statements on hand that communicate your policies or approach buys time to craft more in-depth messaging. For example, if there is a wildfire in your area, a preliminary statement could be: "We have mobilized our crisis response team and will be supplying additional information as soon as it is available." Work with Strategic Communications and Risk and Safety Services to develop your preliminary statements.
When a Crisis Happens
First and foremost, contact Risk and Safety Services and Strategic Communications immediately. During a crisis, only authorized spokespersons should speak publicly on behalf of the organization. At UC ANR, authorized spokespersons include members of the Emergency Response Team and leaders of the programs affected by the issue. Spokesperson responsibilities include online communications, social media, and speaking to the media. Leaders who are not comfortable in this role should designate an alternate.
For crises involving death or injury, the Vice President should serve as the lead spokesperson for UC ANR unless there is a compelling reason not to do so.
Keep to no more than three main messages. When you have developed your key messaging, share it with all stakeholders so they will carry your preferred narrative when they engage with their networks.
Monitoring Online Conversations
Monitoring online conversations about your organization and the crisis situation is an essential part of crisis management. Social listening helps you learn what employees, clients, and other stakeholders are saying — which can help you prevent or mitigate a crisis and adjust your approach as it unfolds. Tools such as Google Alerts and Sprinklr can help.
Training
Crisis communications do not come naturally to many people. Consider participating in crisis communications training on LinkedIn Learning to prepare you to respond effectively.
After a Crisis
Conduct a communications debrief at the end of an issues management experience. Record what you learned and what needs to improve, and adjust your plans accordingly.