PPB November 2020

having a third-party crisis communication firm or consultant at your disposal will help ensure the plan is executed in the event internal team members are unavailable. Bottomline: staffers in various roles can be tapped to participate on the crisis communication team based on their potential need to be involved with the myriad crises your organization may face. PPB Can you share with us the significance of video, in particular, when responding to a crisis? Brown When it comes to communicating with the public regarding a crisis matter, being able to do so with a measured yet authentic response is key. Recording a video with your spokesperson to address the matter in a clear and calculated way allows you to be very deliberate with your messages—it also removes questions to be asked on the spot. If you have the tools in place—and by tools I mean as simple as a high-end smartphone, good lighting and a means to edit the video—you can record a video with ease. Video is most useful when you are dealing with a simple business interruption, not for catastrophic events, in which case I would recommend a live public statement with a consideration for taking questions, if feasible. Danielle Renda is associate editor of PPB. marekuliasz / Shutterstock.com | NOVEMBER 2020 | 83 THINK