Not even three months into 2018, and from a crisis communications standpoint it already feels like a full year: Parkland. #MeToo. North Korea. Steel and aluminum tariffs. “Sh#thole countries.”
Are there any lessons leaders can glean from these controversies?
Last year we came up with the Three Fs principle for how to react to breaking news – whether or not it devolves into a full-blown crisis. The Three Fs: Be Fast, Be Factual and Be Flexible.
- What do we know so far?
- Is it REALLY a crisis, or is it a containable emergency?
- Have we set up news and social media monitoring?
- Do we need to make an internal or external statement?
- If we make a statement, what’s the best channel?
- Our website
- YouTube
- Press release
- News conference
- Other
- Do we need other experts on our team?
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When is our next check-in?
Flexible. Be ready to adjust as events quickly change. Initial positions can change based upon facts and actions by other stakeholders. For example, a viral video with less than 100 views is probably something to monitor only. But if the number of views or comments grows rapidly, you need to be flexible and decide on whether to engage privately, publicly or not at all.
Factual. Tell stakeholders, media, and the public what you know, what you are doing about the situation, and when you will provide the next update. Don’t speculate. Don’t communicate more than you know. Express appropriate concern.
The 3Fs Rule isn’t a full-blown crisis response plan. It is a foundation on which to build a comprehensive strategy to protect your organization and reputation when a crisis hits.
Learn the 3Fs and More with CommCore’s Best-in-Class Media Trainings:
- Media Training Workshops. Proactive media training for your entire organization in a classroom setting, either at your location or at our classrooms in New York and DC. Learn more about our Media Training Workshops.
- Virtual Media Training. We also provide Virtual Media Training, which allows participants in various locations to participate via Skype or Zoom. Learn more about our Virtual Media Training.
- 1-On-1 Media Training & Consulting. CommCore executives have handled every type of media crisis and are here to help you respond to specific issues. Learn more about our 1-On-1 Media Training & Consulting.
- Crisis Communications Strategy. CommCore is a top crisis communications firm that top companies rely on for crisis communications and reputation management services before, during and after a crisis. Read about the time CommCore Pressure Tested the NYT.
Urgent Need? We’re Standing By
We staff the phones 24-7 and can put you in touch with the right person to help with your specific media training, media strategy and communications challenge.
To schedule a training or get answers quickly, call us at (202) 659-4177 or email info@CommCoreConsulting.com
We can provide urgently needed advice, and a proposal to help going basis.
Learn More About CommCore’s Crisis Communications Services
- Crisis Communications Planning
- Crisis Communication Examples
- CommCore Crisis Communications Advice Featured in CNN Money
- Crisis Communications Case Study: CommCore Advises J&J During Tylenol Tampering Crisis
- Social Media & Crisis Communications
- Industry Focus: Discover CommCore’s Expertise in Your Vertical
- NYT Reporters Get Pressure Tested
Contact our Crisis Communications Trainers & Consultants
We are available and can put you in touch with the right person to help with your specific crisis communications challenge. To schedule a PressureTest™ Demo or get answers quickly, call us at (202) 659-4177 or email info@CommCoreConsulting.com to contact our crisis communications firm today.