Crisis communications are critically important for a business as they can help to manage and mitigate damage caused by unexpected events that have the potential to threaten their operations, reputation, and/or financial health.
In a recent global survey 96% of organisations stated that they had experienced a crisis in the last two years, and 76% of those stated that it had a medium to high impact on operations. Given these statistics and the likelihood of a crisis occurring, it is considered essential that organisations ensure that they can quickly and effectively respond to minimise any such damage.
To help organisations prepare and effectively communicate (both within the business and beyond), Griffiths & Armour have produced a Crisis Communications guidance document along with a new e-learning module. The guidance works through the key components of effective communications, which include: key communication principles; managing a press conference; and social media and websites; to name a few. Please find below an extract that deals with interview techniques:
- Prepare three key messages to communicate.
- If possible, rehearse the interview beforehand.
- When being filmed, look at the interviewer and never talk to the camera.
- Express empathy for everyone affected.
- Answer any questions clearly and unambiguously. Avoid jargon and unnecessary detail.
- Anticipate the worst possible questions and devise suitable answers. Where appropriate, consider how to phrase positive answers to negative questions.
- Never decline to answer questions or reply to a question with ‘no comment’. This gives the impression of refusing to share information and/or having something to hide. If details of the incident are still unclear and/or the intention is to provide information as soon as it becomes available, it is far better to say so.
- Use bridging techniques to move from a less helpful topic to a key message, for example ‘Unfortunately I’m not in a position to answer that at this time, but what I can tell you is …’
- Immediately challenge untruths, innuendo or misleading remarks. Interrupt if necessary.
- Remain calm and courteous at all times, even in the face of aggressive questioning.
The guidance and e-learning can be accessed via RMworks, Griffiths & Armour’s online risk management portal, which is available to all our clients.
Further information on RMworks is available here. If you have any questions about the contents of this article, please get in touch.
