FEATURE
And, please ensure your staff on the ground know what to do should a journalist call, email or perhaps even turn up for a comment. So many companies do all the right things at the top but forget to communicate that plan with those who handle the inbound comms.
KNOW YOUR STAKEHOLDERS Identify the groups who will need information, including residents, families, staff, regulators, and the media. Each audience will have different concerns, so tailor your messages accordingly.
RESPONDING TO A CRISIS IN REAL TIME
When a crisis happens, the clock is ticking. A well-organised response helps to minimise damage and maintain trust. Follow these key steps:
ACTIVATE YOUR CRISIS COMMUNICATION TEAM Gather your team immediately to assess the situation and implement the communication plan.
GET THE FACTS Before making any public statements, confirm the details. Misinformation can quickly damage trust, so accuracy is critical. And crucially, don’t hide the ‘bad’ or negative details from your communications partner. Sometimes things go wrong and it is completely your fault…but we can't advise you properly without all the facts – the good, the bad and the ugly.
COMMUNICATE QUICKLY AND TRANSPARENTLY Don’t wait too long to respond. Share updates as soon as possible, even if all details aren’t available. If you don’t have all the answers, acknowledge this and commit to providing more information soon.
CHOOSE THE RIGHT COMMUNICATION CHANNELS Different crises require different communication methods. Social media, emails, press releases, or direct phone calls might
all play a role. Ensure you use the most effective channels for each stakeholder group.
CONTROL THE NARRATIVE By proactively addressing the situation, you can prevent misinformation from spreading. Be professional and calm when responding to media enquiries.
SHOW EMPATHY In high-stress situations, people want to feel heard and reassured. Use compassionate language and acknowledge any distress the situation may have caused. This doesn’t necessarily mean an apology.
KEEP MESSAGING CONSISTENT Make sure all communications—whether to staff, families, or the public—are aligned. Mixed messages can create confusion and distrust.
LEARNING AND IMPROVING POST-CRISIS Once the immediate crisis is resolved, take time to reflect. What went well? What could have been handled better? Conduct a post-crisis debrief with your team and update your crisis communication plan accordingly.
Regular training is also essential. At Conteur, we conduct crisis simulation exercises to test response strategies and ensure teams are prepared for real-life scenarios.
THE POWER OF PREPARED COMMUNICATION
Crisis communication isn’t just about damage control – it’s about maintaining and rebuilding trust. By planning ahead, staying transparent, and showing empathy, care providers can navigate even the toughest challenges and emerge stronger. In times of uncertainty, the ability to communicate effectively isn’t just a skill – it’s a vital part of delivering responsible, high- quality care.
https://conteur.co.uk
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