Crisis Communications: Instilling Trust in Turbulent Times-Crisis Communications: Instilling Trust in Turbulent Times

Crisis Communications: Instilling Trust in Turbulent Times

Pdf Summary

The presentation "Crisis Communications" by Mary Olsen Newton, APR, emphasizes effective communication strategies during crises, distinguishing them from non-crisis communication. A crisis is defined as any event that could damage an organization's reputation, relationships, brand, or credibility, stemming from problems in programs, processes, or perceptions.<br /><br />Crisis examples include active shooters, outbreaks, natural disasters, data breaches, allegations, litigation, service disruptions, or major personnel issues. The presentation stresses that the organization's response, or lack thereof, often causes more damage than the incident itself. Key questions include whether the response could cause loss of trust and what stakeholders expect at all times—primarily that the organization shows it cares.<br /><br />The presentation highlights real-world failures, such as United Airlines’ poor apology after forcibly removing a passenger, and contrasts it with positive responses like Tylenol's 1982 cyanide crisis management, illustrating how behavior in crisis shapes trust and reputation.<br /><br />Effective crisis communication requires collaboration between operations and communications teams, with clear roles across leadership and departments (CEO, COO, communications, legal, etc.). Crucial steps include assessing the core situation and risks, coordinating with partners, tailoring messages for stakeholders, monitoring feedback, and updating communications consistently.<br /><br />Proactive measures involve maintaining updated crisis communication plans, media training, accessible information channels, timely dissemination, and adherence to policies regarding emergency preparedness, media relations, and social media.<br /><br />When working with media, key advice is to avoid phrases like “off the record” or “no comment,” keep messages simple, stick to key points, prepare thoroughly, and manage expectations carefully.<br /><br />Ultimately, communicators serve as subject matter experts and thought leaders who identify emerging issues, communicate transparently, and protect their organization’s credibility during crises.

Keywords

Crisis Communications

Mary Olsen Newton

crisis management

reputation damage

effective communication

stakeholder trust

crisis response

media relations

emergency preparedness

organizational credibility