This article originally appeared in the July 2024 issue of Security Business magazine. Don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter if you share it.
In today's chronically online and connected world, news breaks fast. Effective crisis communication is paramount for any business – especially for security professionals. The ability to communicate clearly and swiftly during a crisis can mean the difference between managing an incident successfully and allowing it to escalate into a full-blown disaster.
After seeing disasters unfold in mere minutes before my eyes while handling breaking news during my time as an on-air host and broadcast radio engineer, I am equipped to offer insights into developing robust crisis communication strategies. Here are key elements of crisis communications and how to start building that plan.
Best Practices
A crisis communication plan should outline specific roles and responsibilities, communication channels, and protocols for various types of crises. Regular drills and updates to the plan ensure readiness and help identify potential weaknesses. Here are some essential elements to consider:
1. Speed and Accuracy: In a crisis, time is of the essence. Swiftly providing accurate information can prevent the spread of rumors and misinformation. Security professionals must establish reliable sources and verification processes to ensure the accuracy of the information being disseminated.
2. Clear Messaging: Using straightforward language helps avoid confusion. In the news world, clarity is achieved through succinct scripting and practice. Similarly, security communications should be pre-scripted where possible and adapted as the situation evolves. Templates for disaster communications can also save precious time and get messages out quickly and efficiently.
3. Use Multiple Channels: Diverse communication channels ensure messages reach all stakeholders. This can include emails, social media, press releases, and direct messaging.
4. Transparency and Honesty: Acknowledge what is known and what is not, and provide updates as more information becomes available. In my news experience, honesty with the audience fostered trust and credibility – even in the face of uncertainty.
5. Monitoring and Feedback: Continuous monitoring of the crisis and the communication response is vital. This involves tracking media coverage, social media mentions, and feedback from stakeholders.
Document and Debrief: Even in the face of a disaster, it is important to document as you go (if you have the time) or create a rundown after the fact. A debrief will provide an opportunity to update templates and prepare the team for another possible incident.
Immediate Steps for Implementing a Strategy
Effective crisis communication is a critical component of business management. Here are four ways to get your plan in place:
Develop a crisis communication team: Assemble a team trained and ready to act at a moment’s notice. Include defined roles, such as spokesperson, communication coordinator(s), and social media manager(s).
Create templates: Prepare templates for different scenarios, such as data breaches, physical security threats, or natural disasters. Templates should include key messages that can be quickly adapted to the specifics of the situation.
Train regularly: Training sessions and simulations keep the team sharp while reinforcing everyone’s role and confidence that they can perform under pressure.
Establish media relationships: Build relationships with media outlets and journalists before a crisis occurs. These connections can facilitate smoother communication during an emergency and help ensure messages are accurately conveyed.
Karlie Turner is a Digital Marketing Specialist for Swell, PSA Network’s marketing agency for its members. www.psasecurity.com (800) 525-9422
