How to cope with a communication crisis

Technology is essential for delivering quality healthcare, but it also introduces risks like security breaches, cyberattacks, and system failures, which can have life-threatening consequences. In this article, we explore effective crisis communication strategies for handling such scenarios

CREDIT: This is an edited version of an article that originally appeared on Digital Health

Preparation

Building strong relationships with stakeholders, including patient groups, employees, and the media, is crucial for effective communication during a crisis. Trust and credibility established during normal operations can significantly benefit crisis management.

Creating a crisis communications playbook is essential for reducing panic and maintaining calm in challenging situations. This playbook should include stakeholder mapping, predefined roles and responsibilities, and clear escalation points for use during a crisis. Every organisation should maintain a hard copy or a version on a secure, external drive.

Media training with drills and real-life scenarios can prepare spokespeople to confidently handle difficult questions, ensuring they project the right message during a crisis.

Response

Transparency and accountability are crucial for effective crisis communications. Companies that preserve their reputation post-crisis often do so by delivering strong, clear key messages that evolve as the situation progresses.

Most organisations use the acknowledge, contain, empathize (ACE) strategy. Acknowledging the crisis shows an understanding of its significance while providing clear information helps contain the situation and prevent rumours. Demonstrating empathy and, if necessary, apologising, conveys humility and responsibility—qualities that are increasingly expected of today’s leaders.

Maintaining open communication channels with accurate and up-to-date information and providing clear timelines for the next update helps prevent the spread of disinformation and reduces the influx of information requests.

Recovery

It is crucial for organisations to monitor media across social platforms even after a crisis has passed to understand how to rebuild and what lessons can be learned for the future.

Conducting a thorough review of the incident from a communications perspective and engaging in a two-way dialogue with stakeholders can provide valuable insights and help update future messaging. Focusing on a long-term plan that includes positive news stories and increased engagement can restore reputation and demonstrate the organisation’s commitment to improvement.