Good Communication When Bad Things Happen

After a serious accident with a 15-passenger van, the press begins asking why a highly unsafe vehicle was being operated. An individual sues because they were injured on someone’s property. An active shooter situation develops at a school.

All of these are examples of crises where good communication is critical. What happens in the first 60 minutes often determines some of the long-term impact of the crisis.
 
Sometimes good communication can prevent a situation from developing into a crisis, but it can also decrease the likelihood of further damage to the organization’s reputation. The author of Ecclesiastes wrote, “A good name is better than precious ointment” (Ecclesiastes 7:1). While a positive reputation is essential for corporations in a secular world, churches are entrusted with an even greater burden to uphold moral standards. Bad things do happen to good organizations, and Adventist Risk Management, Inc. (ARM) is here to offer tips on good crisis communication.

The Crisis Management Team

Effective and efficient crisis communication begins with assembling a crisis management team. A good team is comprised of key members who can address all aspects of the crisis, including security, legal, medical, and communication. It is imperative to also involve your local conference as they may be able to provide critical resources, including someone adequately trained in serving as a spokesperson. Finally, you will want to designate a person to serve as crisis manager.
 
How you respond in the first moments of a crisis will often define how the crisis will impact the organization and its people long-term. To ensure an efficient response, create a contact list with key personnel, including emergency personnel (e.g., law enforcement), church leadership, the safety officer, and the conference communication director. Make sure to include name, title, organization, phone number, cell number, and email address. This list should be printed and accessible in key locations.

Reputational Risk and Effective Communication

 Reputational risk is the risk of loss caused by negative publicity, public perception, or events that have an adverse impact on an organization’s reputation. One of the best ways to protect your organization’s reputation is to be proactive about effectively communicating mission to your community and stakeholders. The positive things your community knows about your ministry create a strong foundation for the organization’s reputation.
 
Of course, the most effective crisis management tool is prevention. Prevention demands differentiating between an issue and a crisis, addressing any potential issue before it develops into a crisis. Your organization should regularly assess potential issues that could develop into  crises. This involves assessing any vulnerabilities, anticipating potential crises, and talking to leadership about what keeps them up at night.

The First 60 Minutes

When a crisis unfolds, it is understandable that tensions can rise and panic can ensue. It is important to take a deep breath and trust that your organization has all the necessary protocols in place to handle a crisis smoothly. Next, it is important to contact the appropriate authorities, including emergency response (if necessary), your crisis manager, church leadership, conference officials, and legal counsel.
 
After the necessary parties are aware of the crisis, proceed to the information-gathering stage. What is the extent of the damage? How many people are involved? What is known about the incident and what is not known? If possible, interview all the parties involved, collecting as many details as possible while memories are still fresh.

Crisis Management

As the crisis unfolds, there are three parts to effective management: (1) observe, (2) reevaluate, and (3) communicate. Observe news coverage, social media conversations, and the actions of people involved in the crisis. This will help you know what is being reported and may help you shape your communication around the crisis.
 
Reevaluate information as new information surfaces. In fast-moving situations, one of the worst things you can do is hold on to obsolete information. Doing so can lead to confusing or misleading statements, which only make a crisis worse.
 
Communicate as often as possible with key stakeholders, such as church members or parents of students. A communication vacuum creates additional stress and can lead to speculation and rumors. Just remember anything you say can be shared with reporters.
 
Speaking of reporters, a crisis can create interest from the media. If you are contacted by a reporter, collect the following information and tell them your spokesperson will respond to them as soon as possible:

• Name
• Media outlet name (television station, publication, etc.)
• Contact information (direct line, cell phone, email address)
• Their deadline (It is vital to provide needed information in a timely way so a story will include the facts the organization wants represented.)
• What they would like to talk about (A reporter should be glad to provide this information so that the spokesperson will be fully prepared to answer the inquiries.)

 It is important that only the designated spokesperson gives a response to the media. Messages can get confusing if more than one person is speaking to the media. It may be important to remind church members or parents of this, as the media may seek out anyone willing to go on record.

Preparing a Message

When it’s time to release an official statement, use the following steps to prepare your message:

1. Craft the message. Your message should generate confidence and assure people that the situation is under control.
2. Clearly define talking points. Be sure to fact-check all the information and deliver it in a clear, concise manner. Clarity will help reassure your audience.
3. Write Q&As. List all potential questions and corresponding answers. Consult legal counsel and insurance representatives if necessary. Keep things simple.
4. Using the steps above, craft a holding statement. It should be three to five sentences in length. Here is one sample template of a holding statement: “First, our thoughts and prayers are with the people involved in the [DESCRIBE THE SITUATION IN JUST A FEW WORDS]. We are [DESCRIBE ACTIONS TAKEN]. Additionally, we are assisting [NAME PUBLIC SAFETY OR GOVERNMENTAL BODY] to bring swift resolution to this situation. [NAME OF STAFF CRISIS MANAGER] will be sharing updates.”

 Conclusion

Effective crisis management demands clear, coherent, and thorough communication. Adequate preparation will also ensure that communication is efficient in the first 60 minutes of a crisis. Whether you are anticipating potential issues or preparing a spokesperson, effective and efficient communication will set an important tone for the long-term implications of a crisis.

Additional Resource

Crisis Communication Manual

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