Trusting your gut in crisis comms

Being able to deliver proactive, transparent and timely updates during a crisis is a PR pro’s most important tool.

At times, communications professionals may nitpick every word and phrase to make sure it’s just right. But in those truly critical moments, every second counts. Even if the details are still unfolding, it’s important to let people know something; otherwise, someone else will.

“If you’re not telling your story, they’re just going to tell it for you or let someone else tell it for you,” said Linda Barnhart, director of crisis communications at APCO Worldwide. She delivered her comments during a recent workshop on crisis and reputation communication at PR Daily’s Media Relations Conference.

Having a comprehensive crisis communications plan is important, Barnhart said. It provides a framework for who to speak to, key talking points and building organizational confidence. Yet, it shouldn’t be a playbook so much as a guide that is adjustable to the given situation.