Written by Shelley Frosdick • Published 4th June 2018 • 3 minute read
We understand the challenges that can be faced in each sector, and we know how to prepare and protect our clients should they ever need it. In recent years, there has been increased scrutiny amongst the media towards charities, and even more hard-hitting scandals this year have had an impact on public perceptions. It can take a hundred good stories to build a reputation but only one bad one to bring down the house.
We’ve helped charities in the eye of the storm and advised clients in high profile situations. Our support can help you to prepare for and react decisively to an issue or crisis situation. If you want to take steps to protect your organisation today, please don’t hesitate to get in touch.
Developing a crisis response strategy
We know that most comms issues can be navigated effectively with the right strategy and support in place. Having the confidence that you can mitigate a risk comes from knowing you are properly prepared. We work closely with clients to create straight-talking crisis comms strategies that cover:
• Situational analysis – a review of key events that could impact your organisation
• Risk assessments – what issues are you likely to encounter? What could have the most impact?
• Crisis team structures – including Trustee support
• Comms protocols and checklists – a clear structure to follow at a glance
• User handbooks – communicating your crisis strategy in a format that can be easily accessed and used when the time is of the essence
• Template materials – to help speed up response times during a crisis situation.
Part of being able to respond to a crisis is being confident when handling media. The media will view your chief executive like any other CEO – they are the leader of the organisation and should be prepared to be scrutinised.
Journalists argue that they are reporting what the public needs to know, or wants to know, reflecting public mood. Spokespeople should be media trained, armed with facts and prepared for the toughest questions.
At PHA, our expert teams have been on the sharp end of media questioning, and can expertly prepare any spokesperson. Our tailored media training sessions train spokespeople to:
- Structure key messages
- Learn to control media interviews
- Develop prepared responses
- Understand the media
- Learn different interview styles.
In addition to media training, our crisis simulation training days will put comms teams through their paces, with a mock crisis scenario involving how to deal with news of the crisis breaking, the first stages, the first calls from journalists, the CEO being doorstepped, and more.
During a crisis, even those with agreed protocols in place often require additional support. Crisis management experts are used to dealing with difficult situations, and good ones are not afraid to tell clients how it is once they see the depth of problems in an organisation. They should be able to bring with them not only expertise but contacts and links to other third parties who can help.
Getting up to speed on an issue quickly is vital. At PHA, we offer a 24/7 service that monitors social and traditional media coverage including sentiment. Our twice-daily reports with analysis and recommendations mean that you can always be sure of informed decision making.
Support from PHA can be scaled up or down depending on the level of crisis. From handling all media enquiries and social posts to acting as a sounding board for critical response deadlines, you will always be working with a dedicated senior comms consultant who will be on-hand at a moment’s notice. We also plug clients into media lawyers were necessary to help protect reputations and advise on other issues should the need arise.
Following on from a crisis, it’s important to focus on the future and how or where you need to re-build relationships. Our third sector specialist team can help with:
- Reviewing existing content and communications
- Stakeholder engagement strategies
- Thought leadership/feature placement
- Proactive awareness-raising or fundraising campaigns.
If you would like to know how PR can help protect your organisation, please don’t hesitate to get in touch today.