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Prepare, practice, then practice, then practive again key messages and talking points

Regardless of a crisis communications situation, company's should strive to communicate consistent and clear messages throughout all of their communications - ranging from printed materials such as annual reports and web sites to speeches, presentations and press releases. In most scenarios, an organisation can (and should) continue to communicate their key messages through a crisis. Underscoring an organisation's key messages, particularly under the potential glare of the media spotlight, can help minimise damage by maintaining a consistent message across all communications.

For this to happen, the company's messages need to be carefully developed, signed off by approapriate stakeholders, recorded and then be made available/communucated within the organization.

Then the key messages and talking points need to be rehearsed, practices, practiced again and practiced until they are ingrained in the spokes person's thoughts and vocabulary.  Only in this way can a crisis communicator (a spokesperson) really be present in an interview allowing for quickness of thought and speech.  If the messages and talking points are not ingrained, then the spokesperson will spend too much time thinking about what to say, which always comes over as a poor interview.