FEATURE
WHEN DISASTER STRIKES
David Huckerby, Director of creative communications agency Conteur, explains how having a clear crisis communication strategy will enable care providers to navigate any unforeseen challenges.
Imagine this – a data breach exposes sensitive information, a sudden staff shortage leaves residents anxious, an outbreak of mould causes sickness in your home or an unforeseen pandemic throws everything into chaos. These are all issues that the team at Conteur has come up against over the years and in these moments, the way you communicate can make all the difference. Whether you're reassuring families, updating staff, or addressing the media, having a clear crisis communication strategy ensures your message is calm, professional and reassuring.
We specialise in helping care providers navigate difficult situations with effective communication. A crisis, by nature, is disruptive and oſten unexpected. Without a plan, responses can be messy, inconsistent, and even harmful to your organisation’s reputation. A well-prepared crisis communication strategy helps protect trust, credibility and the wellbeing of everyone involved.
PREPARING BEFORE A CRISIS STRIKES
The best crisis communications don’t start when a crisis happens; they start long before. A proactive approach allows you to respond with confidence rather than panic. Here’s how you can prepare:
IDENTIFY POTENTIAL CRISES Think ahead: what are the most likely challenges your organisation could face? Consider incidents such as data breaches, staffing shortages, facility issues (like power outages or fires) – all of which can lead to negative press coverage.
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Understanding these risks allows you to plan for how you will communicate when they arise.
CREATE A CRISIS COMMUNICATION PLAN This plan should outline:
• Who is responsible for handling communications. • How messages will be shared (press releases, social media, direct calls, etc.).
• Contact lists for key stakeholders. • Pre-approved messaging templates for different crisis scenarios.
BUILD A CRISIS COMMUNICATION TEAM Having a dedicated team ensures a smooth response. This group should include leadership, public relations/communications personnel, and relevant department heads. Regular training helps everyone understand their role when a crisis hits.
DEVELOP CLEAR KEY MESSAGES During a crisis, emotions run high, and confusion can spread quickly. Pre-approved messages help keep communication clear and consistent. These messages should:
• State the facts. • Acknowledge the situation. • Explain what actions are being taken. • Offer reassurance and support.
www.tomorrowscare.co.uk
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