Your Crisis Communications Guide
We first wrote this blog after the 2021 attack on the Capitol. We wanted to provide our partners and fellow advocates with a helpful resource to reference during times of crisis. We have continued (and will continue) updating this page with new communications strategy tips and guides. To get us started, here are some blogs and resources that break down how to decide if your organization or leadership should comment on a topic — or not:
As we continue managing challenging situations together, please don’t hesitate to reach out to us. We’re always looking for new ways to help and contribute to our community. And remember — no matter how challenging the situation, you’ve got this.
When Crisis Strikes: Drop What You’re Doing…
And ask yourself the following questions:
What does this mean for your target audiences, mission and goals?
Let the answers to this question lead your next steps.
Do you have scheduled messaging that you should pause?
For example, if you have social media messages or a newsletter message scheduled, halt them immediately. Business as usual = harmful.
Who needs to work together on your crisis response and preparations?
This could include top leadership, your communications department, policy leaders and staff representatives.
Is equity and inclusion centered in your response?
Ensure you’re living your organizational values as you create your communications and response plan.
Next: Prioritize Your Audiences
Communicating with the right audience, in the right order, is critical during times of crisis.
Priority 1 should always be your team. Ensure your staff is hearing from top leadership within your organization, quickly. Transparency and accessibility from your leadership are critical during this time to build both unity and help staff manage the crisis. Offer your staff a chance to process their feelings within the organization as well — ask them what they need and empower them to share their emotions with the team. If your organization has a leader specifically focused on equity and inclusion, ensure they are involved with all communications as well.
Priority 2 should be your closest partners, supporters and those you serve. Ask yourself, “what does this situation mean for my organization, our partners and those closest to us?” and “what can we offer?” Once you’ve answered these questions, draft communications to your close partners, those you serve and your supporters.
Priority 3 should be your stakeholders. It’s possible your organization is reprioritizing your work as a result of the crisis. Maybe you’re starting a new initiative as a response. Your direct stakeholders will be interested in your stance and action steps going forward. Once your staff and closest partners, clients and supporters are well informed, ensure you’re reaching out to your direct stakeholders, too.
Priority 4 should include a public statement as needed. Part of your brand, whether you’re building a reputation for being an inclusive school district or an organization that fights for equity, is sharing your values. (For example, we’ve loved Ben & Jerry’s activism over the years.) Think about your short-term response and your long-term goals and organizational directions as you draft these communications.
Resources:
Finally: Ensure Your Message is Specific and Precise
The language you use now will set the tone for your future work and advocacy. For example, using the word "protest" as opposed to "riot" sends a different message about recent events. We're sharing tips for building an effective crisis communication strategy below.
Resource:
I want to finish up today’s message by saying the past few years…well. They haven’t been easy. But we understand our power, and will use it to fight for an equitable country.
Our words and our activism today must lead to a better tomorrow. We’re grateful to work alongside partners like you to make it happen.
