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?