September 17, 2019

Ready to Navigate Crisis in the Digital Age? 6 Questions You Need to Ask Yourself

by Ellen Mallernee Barnes in News

by Lesley Sillaman, senior vice president, global

If crisis communication sounds intimidating and stressful to you, that’s because you’re right—it is! Then, add social media to the mix. One tweet, one post, one comment, and the world can change for your business or brand.

Crises today can take on many forms, but they almost universally have one thing in common—speed. Social media and technology have changed how quickly we communicate in every facet of life, and crises are no different. Whether you’re a CEO, business, product or segment leader, agency professional or in-house communication manager, you need to be prepared for and aware of your role in a crisis for your brand or client.

You probably already realize that you ought to be prepared for a crisis situation, but you may not have the time or resources to plan appropriately. Or you may have an outdated crisis plan in place that you hope to never have to employ. You may be overwhelmed by the myriad of factors that could cause a crisis and unsure of where to start.

There’s good news: Crisis communication is built on a foundation of preparation, and following a well-built plan will help mitigate consequences and prepare you for future situations.

It’s important to ask yourself the following questions:

  1. What constitutes a crisis and what do I do when one hits?
  2. When do I engage with negativity online and when do I ignore it? (Hint: This is a trick question.)
  3. How do I prepare my company’s spokespeople/executives for a crisis?
  4. How do I use my own social channels to turn the situation around?
  5. What kind of resources are needed to prepare?
  6. What are some best practices and how do I measure success?

If these aren’t questions you have the answers to, you’re not alone. And you’ve come to the right place.

Join me to learn more this week during a Ragan Webinar: Navigating Crisis Communication on Social Media on Thursday, Sept. 19 from 2 p.m. – 2:30 p.m ET.

We’ll walk through the steps to understanding the root of a crisis, building and following a plan, engaging on social media in a positive way and how to measure results.