Getting the message right
Getting the message right
Under Pressure 26 September 2022
Getting the message right in a crisis
Getting the message right is an essential element of crisis communication and something that can get overlooked. In an increasingly complex and technology filled landscape the basics of effective communication in an emergency can get lost. Research from the University of Delaware is a reminder of the fundamental principles of crisis communication and what matters.
The research was brought together in an article considering what was important in communicating and changing behaviour. (Find the report here.) It emphasised the importance of ‘effective, accurate public communication’. The Covid-19 pandemic has highlighted that when there is poor communication people will fill the information gap with facts that support existing beliefs from where they can get them.
It is essential that when faced with a crisis we see communication as a way to help people make sense of what has happened and that they go through it with us. This will help to address the problem of information gaps, developments and changes. Without us explaining the situation in an open and honest way and managing expectations people will become cynical about changes during the crisis. There is a sensitivity required in changing and developing crisis messaging.
The report highlights three ways that the public can deal with the complex communication landscape during a crisis:
Make sure you understand the message
Look at more than one source of information
Look at what it specifically means - does it apply to you? now?
When it is necessary to look at behaviour change communication linked to a crisis there is more thought that is required. According to researchers, communicators need to use the science to support their work. This is an element that I have included in the second edition of my book Crisis Communication Strategies and an approach that we must get more comfortable using.
The report may tell us nothing that we didn’t know already but it does bring us back to the foundations of effective crisis communication. The three takeaway points from the researchers were:
Know your audience and understand what they need using data and insight as well as previous experience.
Be clear, consistent and specific with your communication.
Be first, be right and be credible.
The only thing I would want to add is point 4 keep your communication focused on people.
Emergency Services Show Review
Preparedness, resilience and explanation were the three key areas for crisis communication in the coming year, according to Amanda Coleman. In a session at the Emergency Services Show, in Birmingham, UK on 22 September, Amanda explained that the uncertainty of the current world requires communicators to step up, work alongside the frontline business response and help people to make sense of what was happening around them.
Find out more about the session and the Emergency Services Show experience that Amanda had here.
Immersive real-life simulation
To find out more about how your communication team could go through a real-life crisis simulation using the innovative Conducttr system just contact Amanda at amanda@amandacolemancomms.co.uk
Crisis Masterclass
If you want to review your readiness for a crisis and whether your communication plans are appropriate, or if you need to develop a crisis communication plan, a two-day course takes place on 10 and 11 November. Amanda is running the sessions between 10am and 1pm for Westco Communications as part of their online academy. It will cover everything from risk identification, to managing the start of a crisis, through to evaluation and debriefing, and moving to recovery. To find out more go to the Westco Academy page here.
In Brief:
Managers prioritise listening when they are dealing with a crisis according to an article in Harvard Business Review. It is looking at the cases of airline operators during the pandemic. Find out more here.
A new paper has been published looking at the impact of crisis leadership on management and governance during Covid-19. Details of the report can be found here.
The PR Week and Boston University study of communication known as the Communication Bellweather Survey has shown PR getting closer to the C-suite but with increasing demands on showing results. Read more here.
Diary Dates:
With the continued financial pressure on everyone there has never been a more relevant time to join Amanda’s webinar for the PRCA on 11 October. The session is looking at getting the maximum impact from a disappearing PR budget. To join the session or find out more click here.
If you are looking to become an in-house communication leader, or have been recently appointment, you may want to join Amanda’s day’s training for the PRCA on managing an in-house team. Find out more here.
Amanda is speaking at the Commshero week that takes place from 10 to 14 October. To find out more click here.