Crisis Communications Planning
• Repeat key messages.
• Were the proper agencies notified in a timely manner?
• Always be completely factual and truthful.
• Was the incident and resolution documented for future reference? • Were changes implemented to minimize or prevent a recurrence of the incident? • Was reasonable medical, financial and emotional support extended to personnel affected by the incident? TRAINING AND SIMULATIONS Regular training programs are crucial for equipping the CRT, including the communications team, with the necessary knowledge and skills to handle various crisis scenarios. These programs aim to familiarize those who have assigned responsibilities with the crisis communications plan, roles and responsibilities, and effective communication techniques. • Training Programs: Ensure regular training for the crisis team and staff, including those who will be involved in managing communications. • Simulations and Drills: Conduct regular crisis simulations or desktop exercises to test and improve the plan. • Evaluation and Feedback: Assess performance after drills and update the plan accordingly if needed.
• If you do not know the answer, say so and that you will get back with the appropriate information. Controlling false narratives during a crisis is crucial.
• Track all media inquiries.
• Prepare statements in advance and have them approved by the CRT.
• Respond as positively and accurately as possible.
SOCIAL MEDIA Social media is an important tool to disseminate accurate information directly to stakeholders, monitor public sentiment and identify and correct misinformation. The communications team should closely monitor social media as well as ensure an accurate and effective approach to timing and content of the organization’s own posts. In a crisis, scheduled social media programs and posts should be evaluated and paused if appropriate. Depending on the crisis, posts might share a destination status update or direct people to other sources for current information (e.g. government or other websites). POST-CRISIS EVALUATION Once a crisis has been resolved, the CRT should complete a post-crisis evaluation while the information is still fresh. Considerations should include: • Was the crisis communications response handled effectively? What steps could be taken to ensure a more effective response to a future crisis? • Was a public statement necessary to state the resolution? If so, was it made in a timely way and via channels that reached intended audiences?
Destinations International CRISIS COMMUNICATIONS HANDBOOK
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