10 Steps to Crisis Preparation
Be Strategic, Not Just Tactical
Preparing for a crisis requires getting out of the mindset that keeps us busy all day executing and
measuring our tactical goals. Just because we have a social media manager who can push your
message out in 140 characters or less several times a day doesn’t mean that we have a mechanism
to handle a full blown crisis.
This chapter breaks crisis preparation down into 10 strategic steps.
Step 1: Add Contingency
Planning to Your Job Goals
Amidst your daily routine, you might not be
able to design a protocol for every potential
crisis right away. Pace yourself. Map out two
or three crisis protocols per quarter. And make
sure that accomplishing this goal is part of
your performance review.
TIP: Modern media intelligence tools
allow you to measure your performance
based on the exposure your communications
receive, their reach, quality of
coverage, quality of influencers, analyst
mindshare, sentiment, and share of
voice. Add contingency planning to your
list of measurable quarterly goals.
Step 2: Search for Early Warning
Signs
A powerful media intelligence tool doesn’t just
monitor your brand mentions. You can use it to
set up searches on any number of topics and
keep on top of them in all your channels.
Start by making a list of the kinds of messages
you’ve already put out that have met resistance.
At any point, this same resistance might
come back, get amplified, and take on a life of
its own. You’ll also want to talk with your sales
reps, customer support, and legal counsel on
issues that they’ve encountered. Once you’ve
made a list of crisis triggers, create news and
social searches for them.
To help you get started, here are some examples:
• Executives: Journalists, analysts, and sometimes even customers
pay attention to what high-ranking executives say and do.
And so should you. Keep on top of their Twitter and Facebook
feeds, what videos and blogs they post, and how everything
they are putting out into the world is received and amplified.
• Competitors: Pay as much attention to competitor brand
mentions as you do your own. Their crisis could easily
become yours. And if a competitor decides to come after
you, you’ll want to know about it first and respond before
others have a chance to amplify their message.
• Industry news: Sometimes a crisis will hit you by
association. By keeping track of how your industry is
perceived and any events that might impact it (such as
natural disasters or newly introduced legislation) you are
prepared to address these issues as an industry leader.
• Events: Keep track of trending topics related to the event to help prevent
speakers and reps from getting caught with their guards down.
• Controversy: A media intelligence tool enables you to keep track of any number
of business and political keywords. You’ll know when hot-button topics are
trending and get ready to explain your position on them before you are equated
with the fallout they’ve generated.
• Complaints: Make a list of their complaints and keep an eye out for them in
your search results. Once an influencer amplifies customer concerns, they can
be cemented as “expert opinion,” and your credibility can suffer longstanding damage.
Be Strategic, Not Just Tactical
Preparing for a crisis requires getting out of the mindset that keeps us busy all day executing and
measuring our tactical goals. Just because we have a social media manager who can push your
message out in 140 characters or less several times a day doesn’t mean that we have a mechanism
to handle a full blown crisis.
This chapter breaks crisis preparation down into 10 strategic steps.
Step 1: Add Contingency
Planning to Your Job Goals
Amidst your daily routine, you might not be
able to design a protocol for every potential
crisis right away. Pace yourself. Map out two
or three crisis protocols per quarter. And make
sure that accomplishing this goal is part of
your performance review.
TIP: Modern media intelligence tools
allow you to measure your performance
based on the exposure your communications
receive, their reach, quality of
coverage, quality of influencers, analyst
mindshare, sentiment, and share of
voice. Add contingency planning to your
list of measurable quarterly goals.
Step 2: Search for Early Warning
Signs
A powerful media intelligence tool doesn’t just
monitor your brand mentions. You can use it to
set up searches on any number of topics and
keep on top of them in all your channels.
Start by making a list of the kinds of messages
you’ve already put out that have met resistance.
At any point, this same resistance might
come back, get amplified, and take on a life of
its own. You’ll also want to talk with your sales
reps, customer support, and legal counsel on
issues that they’ve encountered. Once you’ve
made a list of crisis triggers, create news and
social searches for them.
To help you get started, here are some examples:
• Executives: Journalists, analysts, and sometimes even customers
pay attention to what high-ranking executives say and do.
And so should you. Keep on top of their Twitter and Facebook
feeds, what videos and blogs they post, and how everything
they are putting out into the world is received and amplified.
• Competitors: Pay as much attention to competitor brand
mentions as you do your own. Their crisis could easily
become yours. And if a competitor decides to come after
you, you’ll want to know about it first and respond before
others have a chance to amplify their message.
• Industry news: Sometimes a crisis will hit you by
association. By keeping track of how your industry is
perceived and any events that might impact it (such as
natural disasters or newly introduced legislation) you are
prepared to address these issues as an industry leader.
• Events: Keep track of trending topics related to the event to help prevent
speakers and reps from getting caught with their guards down.
• Controversy: A media intelligence tool enables you to keep track of any number
of business and political keywords. You’ll know when hot-button topics are
trending and get ready to explain your position on them before you are equated
with the fallout they’ve generated.
• Complaints: Make a list of their complaints and keep an eye out for them in
your search results. Once an influencer amplifies customer concerns, they can
be cemented as “expert opinion,” and your credibility can suffer longstanding damage.