Part 2: Stakeholder Considerations

2.1 Stakeholder Identification and Prioritization

The first step in effective crisis communication is identifying all stakeholders who may be impacted by the crisis. This includes both internal and external audiences. Here’s a breakdown of key stakeholders to consider:

• Internal Stakeholders: Employees, management, executives, board of directors, suppliers, contractors.
• External Stakeholders: Customers, investors, media, government agencies, community members, industry associations, special interest groups.

Once identified, prioritize stakeholders based on their level of impact, urgency of need for information, and potential influence. Stakeholders directly affected by the crisis or with the power to significantly affect the organization’s reputation should be prioritized for immediate communication.

Source: (https://apcoworldwide.com/blog/effectively-communicating-with-stakeholders-in-a-crisis/) by APCO Worldwide

2.2 Tailoring Messages and Communication Channels

A one-size-fits-all message won’t resonate with all stakeholders. Develop customized messages that address each group’s specific concerns and information needs. Here are some considerations for tailoring messages:

• Employees: Focus on safety, job security, and ongoing updates. Utilize internal communication channels like email, town halls, or a company intranet.
• Customers: Address potential product/service impacts, solutions, and timelines. Leverage a mix of channels like website updates, social media, press releases, and targeted email campaigns.
• Investors: Focus on potential financial repercussions and corrective actions. Utilize press releases, investor calls, and financial filings.
• Media: Provide clear, concise, and factual updates. Designate a spokesperson with strong communication skills to handle media inquiries.

Source: (https://apcoworldwide.com/blog/effectively-communicating-with-stakeholders-in-a-crisis/) by Gillott Communications

2.3 Transparency and Empathy

Transparency builds trust during a crisis. Be honest and upfront about the situation, even if all the answers aren’t available. Acknowledge the impact on stakeholders and express empathy for their concerns.

• Avoid sugar-coating or minimizing the crisis.
• Own up to mistakes and demonstrate accountability.
• Show genuine concern for those affected.

Source: (https://www.plantemoran.com/-/media/files/insights/pmtransparency-report85x11.pdf) by Plante Moran

2.4 Proactive Communication and Regular Updates

Don’t wait for stakeholders to come to you for information. Be proactive in issuing regular updates, even if there’s no significant new information. This demonstrates responsiveness and prevents a communication vacuum that can fuel rumors and speculation.

• Establish clear communication timelines and stick to them.
• Communicate through multiple channels to reach diverse stakeholders.
• Utilize plain language and avoid jargon.

Source: (https://www.researchgate.net/publication/238335917_Communicating_with_Stakeholders_During_a_Crisis) by Melissa Agnes

2.5 Monitoring and Adapting

Continuously monitor media coverage, social media sentiment, and stakeholder feedback. Be prepared to adapt communication strategies based on evolving circumstances and stakeholder needs.

• Dedicate resources to social media monitoring and engagement.
• Hold regular crisis response team meetings to assess the situation and communication effectiveness.
• Demonstrate responsiveness to changing stakeholder concerns and media narratives.

By following these best practices for stakeholder communication, organizations can navigate a crisis more effectively, minimize reputational damage, and maintain stakeholder trust.

Appendix: Stakeholder Communication Worksheet

This worksheet will be included as a separate appendix and completed for your specific crisis scenario.

The worksheet should include columns for:

• Stakeholder Group
• Communication Priority (High, Medium, Low)
• Key Messages
• Preferred Communication Channels
• Assigned Lead for Communication

By completing this worksheet, you can develop a targeted communication strategy for each stakeholder group during the crisis.