Page 71 - Crisis Communication Practical PR Strategies

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5 52 Crisis Communication
talking to themselves and creating vision and mission statements that
appeal to internal audiences. To test your statement, read it to a couple
of business acquaintances or outside advisers. If you get dead silence,
quizzical expressions or howls of laughter, go back to the drawing
board.
For external audiences, create a 30- to 60-second elevator pitch.
Imagine you are in an elevator with a potential investor, editor, cus-
tomer or politician you want to influence. Can you deliver a com-
pelling message? Assume a short building. Summarize vision, position,
points of differentiation, where the market is going, why you are won-
derful and next steps.
Then, delve into the company lore to find real stories that bring
your vision, position and core values to life. According to Dan Hill in
his book Body of Truth, good stories connect with your audiences and
enhance corporate branding. Companies build an emotional aura
around themselves, Hill notes, and ‘by going deeper and wider, a
company can hold off the competition and get closer to consumers’.
Companies need to provide perceptual imagery, sensory clues – means
of creating emotional links that wouldn’t otherwise survive rational
scrutiny, according to Hill.
These key ideas need to be woven into the organizational fabric and
shared internally before launching future communications into all
channels, with ongoing stories demonstrating your values.

5. Assemble the tactical tool kit

Programmes need to be segmented to hit each channel and then
implemented with the specific tools best suited to driving results.
These can include internal relations and communication, media rela-
tions, special events, trade shows and conference programmes, cause
marketing, direct marketing, e-mail marketing, advertising, websites,
collateral material, guerrilla marketing and other tactics. To reach
narrow segments usually requires more direct, personal approaches,
while consumers and investors can be influenced best through media
relations. Develop a crisis communication plan and have your special
crisis website developed but hidden and ready to launch in case a crisis
should occur.

6. Draw the strategic road map

Building an image doesn’t just happen. It requires a disciplined
approach similar to building a great skyscraper or an award-winning
new community. Are there key company and industry milestones and