Effective crisis communications can be the difference between maintaining your brand's reputation and severely damaging it.

I recently sat down with Chris Willis, Axios HQ’s Chief Marketing Officer and host of the WordBirds podcast, to discuss the critical role of crisis communications.

We dive into some tricky areas which companies are currently navigating. I also share strategies and advice from my experience with major brands like Tesco, HSBC and Fannie Mae.

Click here to check it out.

Judgement

Great communicators need strong judgement, especially during a crisis. But it’s far more than pure intuition. It requires deep understanding of the brand, its stakeholders, and the internal and external environment.

It starts with purpose, mission and values. These are the bedrock for your brand and should guide all decisions, crisis or not. How leaders respond during these moments are defining—brands need a strong sense of self.

- What are our core values?
- What topics are intrinsic to us?
- What are stakeholder expectations?
- What are potential crisis issue areas?

Brands also need their finger on the pulse—internally and externally. Stakeholder expectations have shifted and leaders are being asked to wade into new and complex territories. Not to mention other issues like cybersecurity, natural disasters, product recalls, employee misconduct, and other legal matters.

In these moments, there’s little margin for error: Misreading the room could have detrimental impact on your brand.

Business leaders and the communicators advising them need to think in 3D during a crisis. What’s happening outside the organization is as important as what’s occurring within.

Process

Judgement alone is not enough. You also need discipline, clarity and protocols during a crisis.

I’m an Eagle Scout. Being prepared was hardwired in my brain from a young age. Scouts are taught—without the tools and knowledge to ‘survive’ in the wilderness, you could parish.

This early lesson squarely applies to a crisis. Being unprepared or ‘winging’ decision making usually ends poorly. Brands need to be methodical, analytical and thoughtful with the right foundational elements in place, including:

- Frameworks to support decision making
- The right skills, expertise and tools
- Simulations to develop the muscle
- Clear processes and RACIs

Speed is essential during a crisis, but so is accuracy. Reversing an ill-advised, slapdash decision can haunt you for years.

Protecting your brand starts with judgement and process. Communicators must align with values and stakeholder expectations while ensuring the business and leadership are prepared for what may come.

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Roberto Munoz
President & Founder, Munoz Comms
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