MMA webinar covers effective crisis communications

An MMA webinar on Aug. 20 provided an introduction to crisis communication planning and response.

“Crisis communication allows you to address crises quickly, get to a resolution faster, protect your reputation, and build trust with stakeholders,” said Joyce McMahon, president of McMahon Communications.

Jennifer Ranz, account director at McMahon Communications, began by addressing what qualifies as a crisis. She emphasized that having a plan in place ahead of time is crucial, in order to help keep a minor issue from escalating into a major crisis.

McMahon reviewed the seven essential steps for municipalities to effectively respond during a crisis: confirm the situation, activate the crisis team, determine the scope of the matter, craft statements, set the response plan in motion, and get the word out.

The presentation included templates and examples for statements, social media graphics, and other materials.

McMahon and Ranz used real-world crisis response examples — from the Flint Water Crisis to Hurricane Sandy — to explore what worked and what didn’t.

Ranz moderated 25 minutes of questions and answers, addressing inquiries regarding using social media for effective crisis management, how best to address misinformation, and who should be on the crisis response team.

• Clear, Calm and Credible: Crisis Communications Strategies for Municipal Leaders (2M PDF)