How to Manage a Crisis in Communications by Katrina L. Rogers

By at September 22, 2013 | 4:20 pm | Print

How to Manage a Crisis in Communications by Katrina L. Rogers

Katrina L. Rogers 2013

If you have worked in communications, chances are you’ve also worked in crisis communications. While some fires are small and easy to put out, other issues can grow into colossal troubles that become textbook lessons for PR grad students.

Regardless of the size of a crisis you can follow these quick steps to help you move forward as unscathed as possible.

  • Have your team in place. Accept that a crisis is inevitable, mishaps happen, and the best way to get through them is to prepare and plan ahead. Part of this is designating your team (who’s the leader, spokesperson, etc.) well before anything happens.

  • Don’t panic. Honestly assess the situation and solidify a plan. Present as a unified front: one team, one message, one voice. Respond to issues in a timely manner, but never before you’re fully prepared or while in panic mode.

  • Take control of the narrative. Be responsible for telling your story before someone else tells it for you. Use email, Facebook, Twitter, and other digital outlets to share your message directly with your supporters in your own words.

  • Never hide, and avoid “no comment” at all costs. No comment is the worst thing you can possibly say in a crisis situation. The public receives it as admission of guilt and the and the press will not treat you kindly if you stonewall them.

There are a number of steps to effectively deal with a crisis in communications, look out for follow-up tips.

Katrina L. Rogers is Principal of Kalaro Media — a communications firm that specializes in PR, content creation, digital media, and political communications —  and an alum of the 2011 NOI (New Organizing Institute) Black Roots class.

Facebook:              Twitter: @KatrinaLRogers


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