What if you need to respond within hours of misinformation
breaking out, in order to prevent panic that can lead to rioting,
looting and fear-driven crime? Don't wait for this to happen and
then try to establish good relationships with local officials, the
press, formal and informal leaders, etc. - by then, it's too late.
With those good relationships in place, there are a number of
things you can do to address a communications crisis - but note
how many things have to happen well BEFORE the crisis ever
happens. Remember that your goal is message saturation; you want
the targeted population to hear your message more than once, and
from more than one source, in a very short period of time:
- Design a crisis communications tree, where anyone who is a
part of the message delivery, including partners, can report
communications problems/concerns to a focal point, who then
ensures the problem/concern is communicated across the core
communications team and appropriate action can be taken
immediately.
- Develop a written protocol on what to do if there is a need
for rapid deployment of information and spokespeople, and make
sure it has been communicated to all appropriate staff and
that they each understand their role. Regularly revisit this
plan with staff (no one will learn a protocol through just one
presentation of such).
- Compile a list of reporters, radio talk show hosts, radio
DJs, TV personalities, bloggers, Tweeters and leaders of
communities of faith (churches, mosques, temples, etc.) who
you will contact if you need to respond to rumors immediately
(you should already have an established relationship with
these folks!).
- Compile a list of people at your organization and partner
organizations (including government officials) who can be
rapidly mobilized, briefed and made available to talk to the
press.
- Remember that everyone is a potential messenger;
all staff should be briefed about an emerging communications
crisis and know what to say and how to respond in the course
of their work, no matter what that work is.
- Saturate your social media channels with messages and
encourage all staff to "like" and share the messages on their
own channels.
If you have built trust
with clients, volunteers and donors, you have an army of
people that might love to be a part of videos, podcasts,
blogs and memes celebrating your organization and the great
work it does - and this can be far, far more effective in
countering a negative narrative than a lawsuit.
What about a lawsuit against someone spreading
misinformation? That may be an option in your country, but by
doing so, you are bringing publicity to the critical statements
- you are tying yourself and your organization much more closely
to them. You may even make the person you are suing seem like a
martyr, a David against a Goliath. Even if you are seeing a drop
in event attendance, a drop in the number of volunteers, or a
drop in donations, and you think it's because people have a
growing sense of negativity about your program or someone
associated with such, "let's sue!" may not be the best strategy.
Again, you may end up giving the critic more attention and
create more believers in that person's narrative.
