In PRSA’s PR Strategist’sIt Might Get Loud: Getting Your Story Out in a Crisis,” Nick Ashooh of APCO Worldwide lays out what he describes as the “formula for success in any crisis.” Ashooh says the most important part of communicating in a crisis is choosing a simple, yet effective message, “that gets to the core of your issue and resonates with the public.” Once you have found the right message, there are three steps that will help you navigate any crisis:

  1. Start inside: Be transparent and give others in your organization the opportunity to provide feedback on messaging. This feedback can not only help refine your message, but will also ensure that the company is on the same page.
  2. Use the right channels to reach the right audiences: Be wary of who you pitch to, especially if your crisis is heavily covered by the media. Choosing trusted, credible reporters to communicate your message can break through the media frenzy. Also consider which platforms provide the best or most targeted reach.
  3. Be focused and persistent: According to Ashooh, “focus is essential for working through the internal and external noise that can be deafening in a crisis,” and will help avoid wasting time. Persistence in messaging is essential to waiting out a crisis.Stay tuned…

Crisis management is all about first developing the right message, involving the company, selecting the right channels and remaining focused and persistent. Following these steps will ensure, according to Ashooh, success in a crisis situation.

Stay tuned…

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