Crisis Management in a Disrupted World

Communicators face new challenges every day that demand our immediate attention. 

This is especially true for professionals in crisis communications, issues management and reputation management roles. We take pride in guiding our organizations through uncertain times, with a strategic eye and unwavering dedication to growing and protecting our company’s reputation. 

We must take on many roles to effectively navigate the new normal and succeed. Here are seven of the most essential ones for our organizations:

1. Executive counselor

Counseling senior leaders is a growing part of our roles because strong company leadership is paramount. We play a vital role in advising and coaching executives, helping them think ahead and understand the external environment. 

We act as a trusted resource by providing guidance on what to worry about and what not to worry about. This involves managing immediate and near-term issues and planning for longer-term recovery and resilience.

2. Consumer insights expert

Understanding consumer sentiment on a wide variety of issues is crucial. We must be adept at listening to customers across multiple platforms and tools, and across a wide range of perspectives, to ensure that we understand what they are saying and how it fits into the broader consumer sentiment.

3. Political junkie

We need to have a deep understanding of politics and ever-changing regulations locally, nationally and internationally. This involves staying informed about the constantly changing political landscape and sorting through a vast amount of information to identify what is relevant (or not) to our businesses or industries.

By doing so, we help ensure that our companies remain compliant with new laws and regulations while staying ahead of potential political challenges.

4. Data analyst

In today’s data-driven world, the ability to analyze data, identify trends and predict potential crises is essential. This role involves using analytical thinking to sift through vast amounts of qualitative and quantitative data, uncovering patterns and insights to inform real-time decision-making. 

By understanding the data behind trends, we can develop proactive strategies that address potential crises before they escalate.

5. Champion for clear communication

Clear and effective communication is the cornerstone of crisis management. We must possess strong writing, editing and critical thinking skills, along with the ability to craft well-structured company positioning. Our role as “chief storyteller” involves conveying intricate information in a way that is easily understood by all stakeholders, maintaining transparency and trust.

6. Workforce advocate

A significant part of our roles involves investing in and communicating with our workforce, helping them understand the company’s mission and protecting its values. 

It’s crucial to keep employees at the top of the stakeholder list, ensuring that they feel valued and informed as we navigate through internal and external challenges.

7. AI navigator

Understanding both the risks and benefits of artificial intelligence is crucial. On the risk side, it’s essential to recognize the new capabilities and potential threats that AI could pose to our companies, such as misinformation, data or privacy issues, and ethical concerns. 

On the benefit side, AI can be a powerful tool to identify new threats, work more efficiently, analyze data more effectively, predict potential crises and provide real-time insights. 

As AI continues to evolve, it will reshape how we approach crisis management: Those who embrace it thoughtfully will gain a competitive edge in identifying risks, managing reputation and navigating complex issues in real-time.

Of all the hats we can wear, the most important is to be a resilient guide for our companies. We’re responsible for absorbing a never-ending stream of information, sorting what’s important and what’s not, managing potential risks and aligning our companies. We coach our organizations, helping them stay aligned with their core purpose and values. 

Protecting the company’s reputation is paramount, and we ensure that our organizations remain resilient and steadfast. These roles require a keen ability to navigate complex situations, provide clear guidance and maintain a steady hand in times of crisis.