This week, we got a look at the experts’ playbook for strategic crisis communications. We heard from industry vets Alecia Pulman, Partner at ICR, and Melissa Conner, Partner & Managing Director at JBC, on real-life scenarios and actionable strategies to help teams navigate crises with confidence.

The takeaways: 

• Senior-led teams are essential—ensure those with the most experience are involved, and that the right people are at the table to make quick, informed decisions
• Pull in subject matter experts for specific situations as needed
• It’s crucial for the crisis team to maintain a high-level view and be able to see the bigger picture; what seems huge internally may be small objectively
• Avoid too many voices in the room, which can lead to confusion or delays in response
• Decide if a response is necessary—sometimes it’s better to sit through the crisis if there’s no escalation or velocity. Remember that a response can sometimes fuel the fire or worsen the situation
• Understand that a crisis plan is a living, breathing document meant to guide, not dictate. It evolves with the situation
• Regular crisis simulations help prepare teams for real-world scenarios. It’s smart to develop and test your crisis plan 
• Start crisis prevention with your everyday communications. Strong narratives and brand values can mitigate or prevent crises
• Building solid media relationships before a crisis is key; don’t just reach out when you need them
• Apologies can feel hollow if they come too late or are the first time the public hears from a brand, which is why prevention and narrative work is key 
• People want to feel heard. Acknowledge the issue and let the public know you’re addressing it, even if you’re not ready with a full response or solution yet