Crisis Management
Protecting Your Brand
Smart Strategies for Tough Times — Partner with Bridgers.
Let Bridgers Help You To Optimize Your Crises Management Strategy.
FREQUENTLY ASKED QUESTIONS
Who should be on the crisis response team?
A cross-functional crisis team typically includes the communications/PR head, CEO or other top executives, the general counsel, IT/security leads (if relevant), HR, and other department heads as needed. Each member has a role: for example, PR leads messaging, legal ensures compliance with disclosure laws, IT provides technical info, and leaders make decisions. Crucially, assign a spokesperson (often the CEO or a senior executive) who will appear publicly if needed. This team must be pre-approved and trained, so everyone knows their role when a crisis hits.
How do we communicate during the crisis?
Maintain clear, honest, and empathetic messaging. Use simple language, avoid jargon, and stick to verified facts. Communicate regularly through appropriate channels: press conferences or releases for media, email or intranet updates for employees, and social media updates or briefings for customers and the public. As guidance notes, “transparent, consistent and timely communication… helps retain stakeholder confidence”
Update each stakeholder group as new information emerges, and demonstrate the steps being taken to resolve the issue. Assign one person (or a small team) to monitor social media and news to correct misinformation in real time.
How should we involve our employees?
Internal communication is often just as important as external. Employees will hear rumor's if management is silent, so communicate with them quickly. Use multiple channels to reach everyone: email alerts, company intranet or app messages, and even SMS or text alerts for frontline workers. According to an international study, channels like employee apps can dramatically improve crisis communications effectiveness. Provide guidance on what employees should say to customers or the media and reassure them about safety measures. Engaging employees as ambassadors (with correct information) can help mitigate misinformation and maintain morale.
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