Members Only: Nimble, Cross-Functional Crisis Team Can Include External Players 

Editor’s Note: The composition of your core PR crisis team, how often it meets and how it jumps into action when a situation arises form this edition’s dialogue, which was lightly edited.  The participants are Ayme Zemke, EVP, client service & certified crisis communication leader, Beehive Strategic Communication, and Leonard Greenberger, VP, AKCG-Public Relations Counselors.

Takeaways include:

  • Keep the CEO off your core crisis team, at least initially.
  • A nimble, cross-functional team is best, and should sometimes include external members.
  • Familiarize members with each other and crisis procedures via periodic practice.
  • Basic protocols are invaluable.
  • Avoid finger-pointing with fact gathering.

Crisis Insider: Should the CEO be a member of the crisis team at the outset?

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