Crisis Communication
Anticipate
In a crisis, improvisation becomes a risk
The best crisis management is the kind that isn’t improvised. When a crisis strikes – and it always strikes when you least expect it – the companies that cope best are not those that react the quickest. They are the ones that had planned ahead.
Crisis communication is a profession in its own right. It cannot be improvised on the day a journalist calls, an incident erupts on social media, or sensitive information is leaked prematurely. It must be prepared calmly, before pressure clouds judgement.
Since 2010, StoriesOut has been protecting its clients’ reputations by preparing them and, where necessary, supporting them in managing their media crises.
Crises don’t give warning,
but they are in the making
A crisis can arise from anywhere. From within the company: a labour dispute, a difficult departure, a product fault. From outside: a competitor launching an attack, a dissatisfied customer speaking out in the media, a sudden change in regulations. From social media: negative publicity, a rumour, viral content taking an unexpected turn.
What all these situations have in common is that they are characterised by intense time pressure, a multitude of stakeholders to address simultaneously, and a reputational risk whose consequences can last well beyond the crisis itself.
Preparation does not make the crisis go away. It eliminates the need for improvisation, which, in such moments, is the most costly mistake.
Our Methodology: PARA
StoriesOut uses the PARA methodology, a four-phase structured approach that covers the entire crisis cycle.
P
Prepare
Before any crisis arises, we work with you to map out the risks. What are the likely scenarios for your business? Which stakeholders are involved in each scenario? Which spokespersons, messages and channels should be used in each situation? This phase results in a crisis management manual – an operational document that your teams can put into action immediately, without having to work things out from scratch under pressure.
A
Act
When a crisis strikes, we support you in actively managing it. This includes assessing the nature of the crisis, activating the appropriate response plan, drafting key messaging, preparing spokespersons, managing relations with journalists, and monitoring the media and social media in real time. A senior team is mobilised – responsive, available and ready to act.
R
Restore
Once the acute phase is over, the recovery work begins. This involves rebuilding trust with the media, clients, partners and staff. We draw up a communications recovery plan, recovery messages and a timetable for returning to a normal media presence.
A
Analyse
After every crisis, we carry out a structured debrief. What went well? What could have been better anticipated? What lessons should be incorporated into the crisis manual for next time? This phase transforms the experience of the crisis into a source of resilience for the company.
Senior Support: a team on hand whenever you need them
Crisis communication cannot afford delays. That is why StoriesOut guarantees the deployment of senior staff for every crisis management assignment: experienced consultants who are available at short notice and capable of taking charge of the situation without any learning curve.
Depending on the nature of the crisis, we can also call upon specialist experts – in legal, HR, cyber security and regulatory matters – to complement the communications team.
Crisis communication and press relations: a focus on continuity
Crisis management is all the more effective when a relationship with the media has been established before the crisis. A company that is known to journalists, and which has built a reputation for having reliable and accessible spokespersons, has a reserve of trust that cushions the impact of media scrutiny.
This is one of the less obvious, yet very real, benefits of an ongoing press relations campaign: it builds, in times of calm, the credibility that protects the organisation in times of crisis.
What our customers say
FAQ on Crisis Communication
How can you tell if a situation is a media crisis?
A media crisis is characterised by three simultaneous factors: negative news concerning your organisation, time pressure to respond, and the risk of the story being reported in the media or on social media. If all three are present, you are in a crisis situation. And every hour counts. If in doubt, please contact us: we will help you assess the situation and determine the appropriate level of response.
Do you respond to crises that are already underway?
Yes. Although advance preparation is always preferable, we also respond on an emergency basis to crises that have already arisen. In such cases, the first hour is devoted to a rapid assessment of the situation and the establishment of a minimum operational capability.
Does crisis communication also apply to social media?
Absolutely. Modern crises unfold simultaneously in the traditional media and on social media, and these two spheres are constantly interacting. Our PARA approach systematically incorporates the social media dimension into our monitoring, response and recovery framework.
Ready to get ready?
Crisis communication requires calm preparation. If you wait until a crisis hits to get ready, you’ll end up managing it in the midst of chaos.
