A part of its Web work for client Baylor Health Care System, Wieck Media created “dark sites”—pre-made and pre-populated backup media destinations that address multiple crisis possibilities. Tim Roberts, CEO at Wieck, has some advice for PR pros considering such sites.
1. Have a robust newsroom and media outreach to start. Baylor works their press contacts constantly, and the media knows that in the case of a crisis, the newsroom is the first place to go, says Roberts.
2. Integrate with operations. Communicators should have a seat in crisis planning, addressing all possible crisis scenarios.
3. Get the platform in place. Whether with an external agency or your IT department, ensure that you have the ability to flip content quickly. “This is not always a given,” says Roberts.
4. Don’t scrimp on content. The more advanced creation of content the better. “If there was a shooting, for example, what kind of questions are you likely to get? Make sure you have answers,” says Roberts.
PR News subscribers can read about more about media centers and dark sites in the case study: "Extreme Media Makeover: Baylor Health Care System Peps Up Tired Online Newsroom to Great Results."