The new rules of crisis communication

Another great comment on the high price of leaving an issue unaddressed, by crisis communication expert Tony Jaques.



The third pillar of building reputation capital in your business or organisation is what people say about you to others (the first two are what you say about yourself, and how your customers experience you). The social media explosion has brought this pillar to the fore, with all its inherent risks and opportunities.

Melissa also shares her ten rules for crisis communication in the world of social media:

  1. Communications are now a 2-way street, whether you want them to be or not.
  2. Real-time is not just a suggestion but an expectation of your audience. An expectation that will not turn in your favor if unmet.
  3. Informative is the only way. If you’re not informative somebody else will be – on their own channels that you have zero control over.
  4. Listen, listen, listen! Listen to what others are saying, what they’re not saying and where they are and are not saying it.
  5. When you combine real-time and 2-way you get responsive. Your audience will be responsive and so must you.
  6. Sincerityhonesty and apologies go a long way. But remember: actions speak so much louder than words
  7. Humans dealing with humans. Your brand may be a brand, but it is run by humans communicating with other humans. Act like it.
  8. Adaptability and flexibility are highly recommended. Adapt your crisis communications for different platforms and audiences that you need to communicate your messages with and on.
  9. Twitter-friendly communications are your friend. For every update, response and statement you release, have a Twitter version.
  10. Communicate with your staff throughout the entire crisis. Internal communications are key to today’s successful crisis management.

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