In a time-sensitive and high-pressure situation, a crisis team needs to find the strongest communicators available from within the company. In this video, learn how to define the role of company spokespeople and learn about the necessity of backups.
on behalf of your organization, … what special qualities do they need, … and what can you do if those people aren't available? … Those three questions are at the heart … of appointing company spokespeople. … Let's address each question individually. … First, who speaks on behalf of your organization? … Ideally all of your top company leaders … and high-level managers will … have invested in media training. … In media training organizational leaders … learn specific techniques for communicating … with various audiences including journalists. … Further, you'll want your spokespeople … to have experience speaking to a variety … of audiences before a crisis strikes. … Your spokespeople may be well trained … but a crisis should never be the first time they step … in front of a TV camera for a press conference. … Second, strong spokespeople usually … share four key qualities. … They look visually presentable, speak clearly, appear calm, … and can answer questions factually … with compassion and empathy. …
- Define crisis.
- Explain how to respond quickly and confidently.
- Identify different audiences in crisis.
- Assess technical and physical resources.
- Describe how to establish a chain of command.
- Develop hold statements.
- Identify how to avoid common crisis response mistakes.
- Review your crisis communication response.