Crisis Communications Approach

1. Identify the issue, evaluate it and assign ownership. Understand the situation and the current narrative
2. Assemble the crisis team
3. Activate basic communication processes 
4. Determine who to respond to - Identify the impacted key stakeholders and the interested stakeholders
5. Define the desired outcome, in terms of what we want them to think/ what actions to take
6. Craft the appropriate messaging (see below)
7. Communicate the messages through the most effective channels, e.g. social media, your website, press releases, and statements to the media.
8. Partner with the appropriate channels to do this, e.g. government, media, law enforcement agencies, etc.
9. Own the narrative – do not wait until you know everything before you begin communication. But do not speculate
10. Listen, measure, and adjust

Messaging:

• Be factual/ accurate. Do NOT speculate
• Be transparent
• Take ownership of the issue
• Provide options/ actions for those impacted if possible
• Express empathy/ be human