Checklist: Questions to Consider When Prepping Your Organization for a Crisis

Truly effective communication during a crisis involves developing key messages ahead of time. The process doesn’t need to take a long time, but the process of developing key messages, writing them down and then organizing your communication around them will pay huge dividends in the end. Keep in mind that keeping your relationships with the media on an even keel will also be invaluable in the event of a crisis.

Below is a checklist of questions for your organization to determine whether it's prepped for a crisis before one strikes: 

❒ Do we have an up-to-date crisis plan, and does it address ways to respond to inquiries from traditional and digital media?

❒ Do we have a social media policy?

❒ For potential crises we can anticipate, do we have holding statements or FAQs at the ready to help us respond to media inquiries? 

❒ Have we identified the appropriate spokespeople, and have they undergone media training?

❒ Are our designated spokespeople willing to be quoted by name?

❒ Are we fully aware of information in the public domain that might prompt questions from reporters?

❒ Are we fully aware of any public records laws or regulations that might affect our organization? 

❒ Do we have a mechanism in place to track media inquiries and our responses?

❒ Do we have a robust media monitoring program in place?

❒ Does our media monitoring program include social media?

❒ Do we know which media organizations might be likely to cover our organization in the event of a crisis? Are we aware of specific bloggers or other non-traditional outlets that might cover our organization? 

❒ Are we being proactive in developing relationships with media contacts during “normal” times?

Jeff Mangum is senior vice president at Hill & Knowlton, an international communications consultancy based in New York City. Mangum worked as a newspaper reporter in Florida and New York before joining the firm.

This article was adapted from PR News’ Crisis Management Guidebook, Volume 5. This and other guidebooks can be ordered at the PR News Press online store.