Margaret McGann

Crisis Communications: what to do now that it’s over

In communications and marketing, crisis communications, evaluation, media relations, monitoring, planning, public relations, social media, strategy, writing on June 28, 2010 at 9:57 am

There comes a time in every crisis when you realize the immediate crisis is over, your daily updates are more positive and media interest is less intense.

Now you are moving from the response phase to  recovery which can last anywhere from a couple of months to years or in the case of BP’s oil spill in the Gulf of Mexico decades.

In the recovery phase you need to:

  1. Determine strategies to make sure the recovery is real and solid
  2. Continue to monitor the situation and media coverage
  3. Tie-up any loose ends with media and stakeholders
  4. Gather feedback from the frontlines to the C-suite and external communications
  5. Reconvene the crisis communications team to evaluate efforts to date
  6. Revise crisis communications plan to incorporate feedback and lessons learned
  7. Continue to use earned and unearned media strategies to sustain recovery and rebuild your organization’s public image
  8. Continue to work with targeted media to get out stories of recovery
  9. Prepare a final report identifying what worked, what didn’t, gaps, accidents, miscues and recommendations for the future

A crisis is both a danger and an opportunity.  The opportunity often is what your organization learns about the need for a comprehensive crisis communications plan and processes to ensure you are better prepared for the next crisis.

Crises are also wonderful learning tools for communicators to learn how to think on your feet, act decisively and quickly to mitigate its effects on your organization’s business and reputation.

What do you think should be added to this list for the eventual BP recovery in the Gulf?

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