Flickr Artistic Commons photograph by fotologic.
Generally, unhealthy issues occur to good organizations.
Due to this, even the best-run nonprofits want to have a disaster communications plan.
A disaster communications plan ensures that you’re prepared in case your group is ever thrown into a scenario when the information is unhealthy — and a sluggish or ill-informed response could make the scenario even worse.
You by no means know when your nonprofit may see one in all its most outstanding donors get trapped in a scandal, uncover one in all its board members has engaged in #metoo habits, or have its operations disrupted by an unlucky catastrophe.
However you will be prepared to reply shortly and appropriately.
Right here’s how:
Create a disaster crew
Your group ought to have a designated disaster crew which you can mobilize shortly if wanted.
Sometimes, this group will embody your:
- CEO/govt director
- head of communications
- board chair
Some organizations select to embody different high executives and/or its authorized counsel as a part of this crew.
Additionally it is good follow to have interaction an impartial PR or disaster communication skilled who can present goal insights and recommendation. This may be significantly helpful within the extraordinarily unlucky case by which a member of your designated disaster crew is the main target of a controversy.
This group must be thought of at all times on name and empowered to make speedy selections about the way it ought to deal with a disaster.
As a result of crises don’t at all times occur between 9 a.m. and 5 p.m. on weekdays, contact data for this group must be on the fingertips of your communications director or high govt — and members of this crew must be knowledgeable prematurely that they may obtain a midnight telephone name if wanted.
Optimistically, that midnight name by no means occurs.
However it’s vital to be sure you’re prepared in case it does.
Have designated spokespeople
Your disaster crew ought to embody a quick checklist of spokespeople who’re empowered to communicate in your behalf. Usually, the primary individual on this checklist is your high govt.
In some instances, although, you may select to have your communications lead or your board chair fill this function. And, in each case, you must have a backup recognized within the occasion your high govt is unavailable or by some means compromised.
She or he must be ready to face robust questions and be briefed on the information earlier than taking questions. Whoever fills these roles ought to have some expertise in entrance of the digital camera — and also you may take into account offering them with media coaching so she or he is provided to deal with the warmth.
Having your spokespeople recognized and prepared to go positions you to have the opportunity to reply shortly — and it helps forestall having a number of individuals providing conflicting or incomplete messages.
Develop key messages forward of time
One of many largest — and most harmful — challenges in a disaster is getting consensus on what to say.
And in a scenario the place each minute counts, you want to have the opportunity to develop your speaking factors shortly.
A method to do that’s to have key messages already written and prepared to go.
These messages ought to validate what your group stands for — and they are often developed in anticipation of some potential crises.
You clearly received’t know the main points for a disaster hopefully by no means occurs, however you possibly can have some key messages teed up and prepared to go which you can shortly customise, if wanted.
Have a media package
In crises, it’s additionally vital to present context.
Your group does nice work and has a mission — don’t be afraid to make the media and the general public conscious of what you do and why you do it.
On the very least, you must develop a reality sheet about your group forward of time that outlines what you do, your outcomes, and different very important details about how you use (together with information about your price range, your historical past, and so forth.). Make it as straightforward as doable for the media and your supporters to have context and knowledge that helps individuals perceive who you might be and what you do.
Maintain this data up to date and have it on the prepared each time you might be speaking to a member of the media — whether or not it’s for a constructive story or throughout a disaster.
Assume throughout a number of channels
It’s not sufficient to take into consideration how to reply to reporters throughout a disaster, you also needs to be ready to talk by means of social media, e-mail, and different channels.
Getting your message out shortly to your supporters and donors may also help guarantee them you’ve gotten issues beneath management and assist them know what to say in the event that they face questions.
What’s extra, you want to be ready and outfitted to reply to applicable questions and criticism on social media.
Be prepared to transfer shortly
Crises have a tendency to disappear extra shortly whenever you get in entrance of the story, acknowledge your errors, and present that you just’re transferring ahead.
Hopefully, you by no means have to comply with this recommendation. But when your group ever faces a controversy, planning forward and being upfront may also help you take care of it shortly and responsibly.
