When a crisis hits, there are many things to manage at once. It’s important for the company leader to step up and guide the team with confidence.
A key question in a crisis is who should speak for the company. Some people think the CEO or President should always talk to the media, but that may not always be a good idea. Sometimes leaders need to focus on solving the problem rather than talking to reporters. So, who should be the spokesperson?
In many companies, the communications manager typically handles media relations. They know your company’s goals and culture and are often trained in crisis communication. If you have an outside PR firm, they can help you pick the right spokesperson and train them in advance.
Sometimes, a department head or mid-level manager is the right choice. If the crisis is complex and requires technical knowledge, a mid-level manager can provide reporters with the right information. It’s helpful to have several people ready to talk to the media, so you can choose someone you trust and who has experience.
At some point in the crisis, the CEO will need to speak to the media and to other groups, such as employees, board members, and investors. Usually, the CEO holds a news conference a few hours after the crisis starts, once more details are known, and the company has a clear response plan.
The customer service team also plays a key role in answering customer questions during a crisis. Make sure they have up-to-date information and clear instructions for handling these questions. Train them in advance on crisis communication.
Every spokesperson should be confident, a practiced public speaker, and trustworthy with your company’s reputation. Choose team members with solid communication skills who work well with others and understand the company’s goals.
If your company needs help getting ready for crisis communications, contact Tucker/Hall today to see how we can help.
