From the course: Crisis Communication
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Developing reactive statements
- Let's say you've promised to get back to your audience with the result of an investigation. At this point, you're going to need to make a reactive statement. What you say depends largely on the result of your investigation. One of the best case scenarios is that a short, third-party investigation will reveal that your company was entirely innocent, a villain that almost everyone universally despises was to blame for causing you all that trouble. You can tell your audiences that you were the proven target of a despised super villain but the evil doer has been apprehended and everything has returned to normal. However, this best case scenario, forget all about it, it's never going to happen. One of the fundamental underpinnings of crisis communication response is brainstorming and rehearsing your worst case scenarios. What if your investigation reveals something embarrassing about your company. Or what if it shows that your company wasn't the victim but the villain? How will you…
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