Episode 212 – What to Include in Your Crisis Communications Plan

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A free-form Friday episode. On Friday we go freestyle and talk about whatever we want. Because it’s Friday!

 

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“The Chinese use two brush strokes to write the word ‘crisis.’ One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger–but recognize the opportunity.” – John F. Kennedy

Book of the Day: Crisis Communications: The Definitive Guide to Managing the Message – Steven Fink

Crisis Communications Plans

  • Why are we talking about this on Friday? 
    • Because:
      • We just talked about including this in your social care playbook (see Episode 41 – Social Care Playbook)
      • You can take the weekend to think about what to include in your playbook
      • You need a crisis communication plan very quickly if you don’t already have one
      • You might need to adjust your current crisis communication plan
  • Things to Include in your Crisis Communications Plan
    1. Key Roles and Contact Information
      1. Names
      2. Cell Phone Numbers
      3. Email Addresses
      4. Area of Responsibility
      5. Authority Structure
    2. Relevant Policy Information
      1. HR Policy
      2. Social Media Policy
    3. Crisis Definition
      • Crisis = X posts in X time over X area
      • Crisis = Total system failure
      • Crisis = Natural Disaster
    4. Teams for your RACI (Responsible, Accountable, Consulted, Informed) (See Episode 12 – Strategic Internal Alliances)
      • Call Center Operations
      • Legal
      • Marketing
      • Public Affairs
      • Tech Support
      • Field Services
      • Web Services
      • Product
    5. Steps for Crisis Team Activation
      1. Whoever notices the crisis calls the “crisis team captain”
      2. Team captain starts an emergency bridge and alerts impacted parties
      3. On call team members and responsible parties report on current state
      4. Decisions are made and Process flows are followed
      5. Cadence of internal and external updates are determined
    6. Process Flows: For each channel, determine:
      1. Will you post proactively?
      2. Who decides?
      3. Who will update the post
      4. At what cadence will you report to consumers?
      5. Who creates required messaging?
      6. Who approves required messaging?
    7. Response Guidelines
      1. Determine whether you should respond
      2. How quickly you respond
      3. What language you use
      4. When messaging must be approved before being sent out
      5. Determine when to take conversations offline
    8. Determining the End of the Crisis
    9. After Action Review
      1. Who’s in charge
      2. What is covered

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  • Ticket Liquidator:  Concerts, Sports Theater tickets. Buy or sell!
  • GoldMedalWineClub.comWine of the Month Club Award-winning wines delivered to your doorstep every month. They never feature bulk wines, private labels, or close outs. Each selection is a genuine, small-production wine crafted by a winery with their family’s reputation on the line in each and every bottle.
  • CraftBeerClub.comGood People Drink Good Beer. Get the finest craft beers from America’s best micro breweries delivered to your door! They search out exceptional craft beers from around the country and then deliver the monthly beer club selections direct-to-you or your gift recipient’s door. You can choose an ongoing beer club membership or Craft Beer Club gifts to ship monthly, every-other-month or even quarterly. This is a fantastic gift for the Craft Beer enthusiast in your life. Give 1 to 12 shipments and receive up to 3 bonus gifts and an additional $25 bonus with your order.
  • OneTravel: Search and compare flights from over 450 airlines.

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About the author, Frankie Saucier

Frankie Saucier created the Socially Supportive podcast because believes that in order to advance digital and social customer care, leaders must come together in a community where colleagues can collaborate on the latest strategies and discuss the best technology. The Socially Supportive podcast creates a space for that community to thrive. She is also the Founder and CEO of Socially Supportive, a digital consultancy that helps brands communicate effectively with customers online. Frankie is a member of several consortiums, including the Social Care Leaders Group, an international group of leaders in the digital and social care space. She has over 20 years' experience in customer experience, including 7 years creating and running the digital customer support team at the 3rd largest cable company in the U.S. She also holds a bachelors in Mass Communications.

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