[CM] [ISO] Key Roles for Crisis Communication [R 8.4]

ISO 22361:2022 Crisis Communication - Key Roles Requirement 8.4

Under requirement "8 Crisis communication," ISO 22361:2022 elaborates on the topic for crisis communication: "8.4 Key Roles".

Crisis Communication - Key Roles

Essential Crisis Communication Strategies for Management Professionals

Effective communication is paramount in crisis management. It is the backbone of maintaining control, managing perceptions, and guiding stakeholders through turbulent times. Understanding the critical role of communication, organisations should establish robust communication teams and strategies to navigate crises successfully.

Establishing a Communication Team

An organisation's first step should be forming a dedicated communication team within the Crisis Management Team (CMT). This team should comprise various roles, including:

• Communications Lead. Acts as the focal point for all communication efforts within the CMT.
• Spokespeople or Press Officer. Responsible for engaging with external parties such as the media, community, and next of kin.
• Writers and Translators. Ensure accurate and timely dissemination of information through written materials.
• Media Relations. Engage with and monitor traditional and social media platforms.
• Social Media Managers. Handle communication through social media channels.
• Call-Takers. Serve as a point of contact for incoming queries and concerns.
• Internal Communications. Keep internal stakeholders informed and aligned.
• Interested-Party Communications. Address the needs and concerns of stakeholders beyond the organisation.

Ensuring these roles are covered within available resources is crucial, even if it means redistributing responsibilities among team members.

Role of Spokespeople

Proper training and preparation of spokespeople are essential to effectively engaging with external stakeholders, including media, community members, and next of kin.

Training programs should encompass various media channels to equip spokespeople for diverse communication scenarios. The selection of spokespeople should align with the target audience and the nature of the crisis, ensuring consistency in messaging across all interactions.

Media Relations and Monitoring

Engagement with the media, including social media platforms, is crucial for crisis anticipation and management. By actively monitoring media channels, organisations can gain insights into potential crises, assess external interest levels, and identify unreported impacts. This engagement remains imperative throughout the crisis response phase and into the recovery period.

organisations should analyze media reports and external conversations to validate their stance, measure message effectiveness, and identify misinformation. This includes identifying inaccuracies, shifts in interest, correlated topics, engagement peaks, and the spread of rumours. Understanding these dynamics enables organisations to adapt their communication strategies accordingly.

Summing Up ...

Effective crisis communication is non-negotiable for organisational resilience in today's fast-paced and interconnected world.

organisations can confidently navigate crises by establishing dedicated communication teams, training proficient spokespeople, and actively engaging with the media, safeguarding their reputation and fostering stakeholder trust.

Embracing these strategies equips crisis management professionals with the tools to weather any storm.

More Information About Crisis Management Blended/ Hybrid Learning Courses

To learn more about the course and schedule, click the buttons below for the  CM-300 Crisis Management Implementer [CM-3] and the CM-5000 Crisis Management Expert Implementer [CM-5].

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