I was privileged to serve on a panel of experts at Rider University on March 31, 2015, discussing the role of public relations in a crisis.
As a corporate communications officer for major global pharmaceutical companies, especially in my role as a product public relations executive, crisis communications was an ever-present aspect of my job.
The Rider PRSSA chapter convened a distinguished panel of experts (present company excluded) to discuss crisis communications best practices. And, based on the excellent direction of our student moderators, a number of key themes emerged.
Following are core strategies for successful crisis communications:
Plan: All organizations are at risk for a myriad of potential issues. PR pros should ensure that their organizations are prepared. No one can plan for an exact crisis, however, a close audit of your industry or non-profit sector will reveal common or potential issues. Plans with specific actions steps and processes should be drafted and drilled.