Your crisis communication can’t rely on one person

Aug 10

Telstra’s recent major outage sent a wake-up rocket to many brands: Crises don't run to convenient schedules.

When things erupted, the CEO was overseas. I’m not criticising that aspect. Crises can explode at any time, in any time zone, and no CEO can be on duty 24/7 all year round.

The real question for your organisation is: Who in your senior leadership team is 100% ready to step forward?

Too many brands put all the communication responsibility on the boss when it comes to major public issues.

People inside and outside your business need confidence that your leadership has both breadth and strength.

They need to see you haven't got all your eggs in one basket; that any member of your executive team can deliver with clarity, confidence and credibility under pressure.

Want to learn how to get your spokespeople media-ready quickly? Watch my latest video. https://youtu.be/RLhKvENfprg

When your own staff see multiple leaders delivering consistent messages, it creates reassurance at a time of intense uncertainty. They experience a united leadership team.

Remember, crises can be unpredictable (although many are easier to forecast than you might realise) – and the CEO’s availability isn’t always guaranteed.

Spread the load. Build the skills. Your reputation is too precious to risk.

Neryl East

Neryl East is a reputation, communication and media expert who shows businesses and organisations how to stand out - for the right reasons! EDUCATION: PhD in Journalism, University of Wollongong Master of Arts, University of Wollongong Certificate IV Training and Assessment (TAFE NSW) International Certificate of Public Participation (IAP2) EMPLOYMENT HISTORY: Director - Neryl East Communications Pty Limited Manager Communications and Public Relations - Wollongong City Council Manager Media and Communications - Shellharbour City Council Head of Communications and Marketing - Australian War Memorial Lecturer and tutor - University of Wollongong Lecturer - APM College of Business and Communication Manager External Relations - University of Western Sydney Freelance journalist - The Australian, ABC, Southern Cross Television, Prime Television News Director - WIN Television, Western NSW Journalist/producer/presenter - WIN Television, Wollongong Journalist/producer - Radio 2CH INTERESTS: Netball umpiring, theatre, travel

http://neryleast.brandyourself.com/

Your crisis communication can’t rely on one person

Communicate like nothing’s off the table