In crisis communications, working with concrete scenarios and thoughtful messages is invaluable. Who does what and when? Who do you bring in a crisis? These are questions that can be answered in advance. Because good preparation is much more than half the battle - it can make the difference between success and failure.
Of course, as an administrator or communications professional, you can't foresee everything. But there are countless realistic scenarios to consider, from a data breach to disgruntled colleagues leaking confidential information to the press. Our advice? Take the time to practice and discuss scenarios. Plan ahead, because being unprepared is not an option.
Why are swift and effective communications in a crisis so important? It directly affects your reputation. Warren Buffet regularly points out that it takes a very long time to build a good reputation, but you can ruin it in five minutes. He's right. Crises present opportunities, but they also present risk. Those who act well gain extra confidence amongst the general populace or target audience. But those who react badly can undo years of hard work in an instant.
Think of George W. Bush after 9/11, who won his second term as president by acting decisively. Or the mayor of Moerdijk, who was completely unprepared to address the media after a major fire broke out in an industrial area. You can see it here:
Your acts and performance during a crisis will determine your career and business. So start preparing in time. Before it is too late.