How do you select the best members for your crisis communication team?

Social capital is an essential asset during a crisis, however it is too late to start building social capital during a crisis. You need to create high bonding before a crisis hits. You can and need to be prepared for a crisis well in advance. Obvious every crisis is different but if you have a clear structure and protocol and have selected the right team members, you can react quickly and concise. Your crisis team needs to be structured in such a way that small high skilled teams can respond with agility and flexibility, preferably using the concept of Team of Teams. In my opinion, Crisis management is a highly underestimated management skill and needs proper continuous training and preparation.

To form an effective crisis communications team, clarity of objectives is essential. Protecting reputation and credibility, informing and reassuring stakeholders, minimizing the negative impact and disruption of the crisis, restoring trust, and meeting legal and ethical obligations are crucial goals. These objectives should guide the selection of members, required skills and organization of the team. Cohesion and alignment with these goals will ensure a successful crisis communication response.

Your objective shouldn't start with you. Instead of thinking "How can I protect my reputation?", think "How can I help the people directly affected by this crisis?" Your response will be more effective as a result.

Building a robust crisis communication team starts with identifying clear objectives that align with your organization’s mission and values. The core team members are chosen based on their domain knowledge, skills, experience, ability to handle pressure, and willingness to multitask round-the-clock. Support team members are added as extended resources to provide specific and additional expertise. Each member’s role and responsibilities are clearly defined to ensure smooth coordination and effective communication. Regular training and testing are essential to keep the team prepared and agile. This strategic approach ensures that when a crisis hits, your team is ready to manage it effectively and protect your organization’s reputation.

The idea that continuous training and preparation are essential to effective crisis management is a call to action for leaders across industries. Investing in the development of social capital and crisis management capabilities is not just about mitigating risks; it's about building an organizational culture that values preparedness, adaptability, and mutual support. As we navigate an increasingly volatile and uncertain world, the principles outlined are more relevant than ever. It's imperative for leaders to recognize the importance of these skills and to actively foster an environment where crisis readiness is considered a strategic asset.

The core crisis communications team is the backbone of the response. Each member must bring specific skills. The crisis communication leader oversees, coordinating efforts. The spokesperson is the official voice. The media relations specialist monitors coverage. The social media manager interacts online. The content writer writes effective materials. The legal counsel ensures legal compliance. Your choice of these roles should be based on the specific needs of your organization and the nature of the crisis. Collaboration and effective communication are key to a coordinated and efficient response.

I have noticed that sometimes the best team players are not the one with the most authority, experience, and knowledge to make decisions but the ones who really want to be part of the team. Their enthusiasm, pro-activeness and ability to communicate effectively makes them valuable team members.

An integral part of the support team should be a conversationalist who, for lack of a better description, is embedded or observing the type of communication flow originating from within the impacted business or organization. Have rumors formed and are becoming outbound? What questions are being raised? Does everyone understand the importance of single-source media relations? And of course, does everyone realize that in today's media -- everyone among staff from front office receptionist to backroom mail clerk is a member of the social news media. When conditions warrant, the conversationalist is oftentimes the first to identify pre-emptive media training while the crisis unfolds and is brought under control.

Defining roles and responsibilities is essential for effective crisis management. Assign specific tasks to each member to avoid confusion and omissions. Establish a clear hierarchy and communication protocol. Document these aspects in a crisis communication plan for common understanding. Smooth communication and coordination are the foundation of an efficient response. Make sure everyone is aware of their roles and responsibilities to act quickly and accurately in critical situations.

The final step in creating an effective crisis communication team is training and testing. Provide team members with the necessary skills, tools, and guidelines for their roles. Conduct regular drills and simulations to assess their readiness in various scenarios. Evaluate performance to identify strengths and weaknesses. At White Internet Consulting, we regularly updated our crisis communication plans and conducted mock drills, which proved invaluable during an unexpected data breach. These practices ensure that your team is well-prepared and can respond effectively to crises, maintaining trust and mitigating damage.

I think what is often overlooked are the tools required for a good crisis response. If your tools out of date and slow it can cause the crisis to be far worse on your employees then it needs to be. Everyone has a plan until they get punched in the face.

Many crisis situations involve first responders. Make sure your outreach touches the first responders and emphasizes the importance of factual and non-acronym communications. In your crisis, those who matter most want information that relates to them individually. The fewer roadblocks, including those sometimes inadvertently created by first responders and even law enforcement, the quicker a crisis can be resolved. Another pre-emptive tactic it to identify a "pro or con" list of media in advance for wherever there is a likelihood of a crisis. This is a very effective crisis avoidance tactic I have used with corporate, private, and governmental operations. How the pro/con media list may be used is extremely important to your cause.