This highly informative and interactive session will assist you in identifying those moments in a crisis where it’s most critical to anticipate and answer the key questions your audiences have. These can range from “What’s really happening?” to “Why aren’t we hearing more?” to “How can I personally help?” Answering these questions before they’re asked not only gets important information out quickly, but also builds a more trusting relationship. Participants will also have the opportunity to talk through crises they’ve faced at work, and share best practices and lessons learned.
Following this discussion, you’ll be well-positioned to do the following:
- Identify those key moments in a crisis where it’s most important to communicate.
- List the top-of-mind questions you anticipate your audiences will have, and develop answers that are both rationally and emotionally responsive.
- Develop an “Urgent Response Team” approach to approving your content to get it out in a timely way.
- Use these answers across multiple channels, for both internal and external audiences.
- Continually assess where your audiences are in understanding what’s happening, and modify your approach, as needed.
- Identify and follow up on compelling, human stories coming out of the crisis that also reinforce your organization’s brand and values.
- Take time after the crisis has resolved to discuss what was learned, measure how effectively you communicated, and apply lessons learned to prepare for the future.
James Warda,
Adjunct Professor, School of CommunicationsLoyola University of Chicago
