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How Can Communications People Get a Seat at the Table in a Crisis?

deborahloughran

One of the key things that strikes me in a crisis is that despite the planning and all the nodding towards crisis communications- non communications people are afraid of it.


In my 15 year career to date I have seen it many times. Businesses love to have a crisis communications plan with all the Q&As and scenario planning but when push comes to shove in a crisis, the communications team is not at the table in an effective way.


I find it particularly when dealing with financially minded people or the naturally more conservative. I think there is a fear that if communications is officially part of the mix it will become a much bigger, more public thing.


There is the view that the comms people just want to ‘put things out there’- they ‘love sticking their noses in’. In fact it is the total opposite -the best managed crises I have been involved in are the ones no one has ever heard of.





At a time of crisis your communications team should be your ‘go to’ people- in my view ahead of anything.

Of course, I would say that; but they are not caught up in the crisis- they are looking at the picture purely from a communications perspective. They can find out what is being said; they can feedback the concerns; they can help frame the message as to what should, and should not be said.


It’s very easy to lose the faith of your people, your clients and your stakeholders. It is much more difficult to get it back. We spend years crafting our trade and put that into practice best when things are at their worst. Communications people should be your greatest asset and should be used to do the job they do best.

I often say, I wouldn’t tell an accountant how to do the books- especially not in a financial crisis.

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