Communications

The best strategies to optimize internal and external communication within an organisation. Internally, we explore topics regarding effective listening, clarity and consistency in communication. Externally, the module covers; branding, marketing and communication across the range of beneficiaries and donors.

Crisis Communication

During a crisis, the demand for information increases substantially. Each audience will have a
different information need, and you’ll want to address these needs effectively. How do you do it?
Would you want to decide in that moment who, what, how to communicate? Probably not. On the
contrary, you will want to be ready witha plan in place to have the situation under control. Mainly
because the way you communicate to your stakeholders and audience in general during those
pressing times, will significantly affect your reputation once everything passes

This section is intended to serve as a crisis communications checklist that you should follow to have
your communications staff prepared for a time of crisis. Additionally, it includes a few suggestions
on effective emergency messaging. The steps presented might seem excessive or redundant while
not being on distress. Nevertheless, it is advisable to comply with them as it could save your
organization time and you, mind space when most needed.

What is crisis communications?

Crisis communication refers to the organized interaction of resources like equipment, personnel,
and information to avoid or reduce harm. It also includes the coordination ofthose resources during
post-crisis support and recovery.

Crisis communications checklist

  • Prepare for possible scenarios

Brainstorm along with your team about worst-case scenarios and prepare responses, Consider two
possible scenarios, it “happened only to you” and “it happened to everyone” For example: What if a
cyclone demolishes the office building? What if a social worker is murdered while working? What if
we run out of funding? In terms of communication, amid the crisis, what would you like the role of
your NGO to be?

  • Create a crisis communication team

The crisis communication team will be responsible for deciding what messages are distributed
externally and internally. Assign roles and responsibilities. Establish who would create factsheets,
press materials, social media posts, and give them timeframes for each.

  • Appoint a key spokesperson for both external and internal communication.

Select who will be responsible for the communications and establish who shouldn’t comment on
the situation. Train 2 or 3 spokespeople as this could be a very draining responsibility. Also, because
it is more prudent to have a substitute in case either is away or unable to perform.

  • Prepare holding statements

Craft messages to be used immediately after a crisis breaks, even before having complete
information. It not only gives a sense of being proactive, diligent, and in control, but also establish
the communication method and channels where your target audience can expect updates. Some
examples of holding statements are the following: “We have implemented our crisis response plan,
the safety of our staff and stakeholders is our top priority. Or “We aim to provide further information
about this incident on social media at 4 pm.”

  • Identify relevant stakeholders

Keep an emergency list with cell phone numbers and e-mail addresses of the staff and board of
directors. Update it quarterly or as often as needed. Additionally, prepare a second list with the
telephone numbers and e-mails of relevant stakeholders, as well as emergency services in your area.

  • Monitoring social media

Instruct your team on social media monitoring. At moments of crisis, it could provide you relevant
insights into the general perceptions of the situation and will allow you to respond in real time.

Further Reading:
Crisis Communication Plan Nonprofit Toolkit by Colorado Nonprofit Association

WHO Strategic Communications Framework by World Health Organization








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