For 20 years, Gerard Braud has studied all of the pains, problems and predicaments associated with crisis communications, and he has worked with companies of all sizes to reboot their crisis communications playbooks. At the PRSA 2015 International Conference, Nasdaq hosted an interactive workshop with Braud on “How to Build a World-Class Crisis Communications Playbook.” In the session, he shared the five steps he thinks all organizations must take on a clear sunny day, in order to be successful on your darkest day.
1. Vulnerability Assessment (12:00)
2. Pre-written news Release Templates (22:45)
a. First Hour: First Critical Statement
Gerard's First Critical Statement template is a fill-in-the-blank document that can be modified in minutes and then distributed to the media and stakeholders. Download your copy now and never start with a blank page again.
b. Second Hour: Detailed Release from Pre-written Library
Prioritize channels by categorizing releases by the following: In person to media, Web to world, Email and web for employees, Email and web to stakeholders, and Social media
3. Crisis Communications Plan (27:00)
a. Gather Information
b. Assemble Crisis Management Team
Read our blog post on The 6 People You Need on Your Crisis Communications Team to be sure you have these six roles represented—and collaborating—on your crisis communications team.
4. Media Training (35:30)
5. Crisis Drill (42:20)
For more expert advice on improving your crisis and issue management, get your copy of our new guide: How to Build a World-Class Crisis Communications Playbook.
Allison Gosman is a Marketing Assistant supporting Nasdaq Corporate Solutions. She completed Nasdaq’s summer internship program in August and has returned to The George Washington University as a senior on track to receive her B.B.A in Marketing in May 2016.
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