On Wednesday, Nov. 13, Kennesaw PRSSA had the amazing opportunity to get hands-on with crisis communication in the workforce. Asher Morris, Deputy Officer of Atlanta Mayor’s Office of Emergency Preparedness, joined us to walk us through a recent real-life crisis in Atlanta. His experience in the field showed how the power of strategy and trustful communication amidst a crisis is essential.
During the workshop, Morris provided students with a timeline of events from a water crisis that occurred in Atlanta earlier this year. We then developed and assessed a crisis communication plan in retrospect, resulting in much valuable insight.
Crisis communication is a skill many public relations professionals must develop to be prepared for the unknown. Key takeaways from the workshop included:
- Always be honest with the public.
- Show empathy during the situation.
- Be comfortable in stating uncertainty but communicate what is already known.
- Reassure publics that safety/normalcy can be restored if they follow certain steps.
- Mobilize resources to make your publics feel heard.
Dealing with a crisis in a city as major as Atlanta requires the right tactics to guide residents to safety. The tools and keynotes Morris pointed to throughout the workshop can be used in nearly any critical incident that requires immediate communication. These steps highlight the importance of communication specialists in every career field, from government assistance to global health crisis. There is a growing necessity for communication professionals who are trained and ready to connect with the public during, before, or after a crisis.
In your opinion, what is a fundamental tactic organizations should use to connect with their publics in times of crisis? Which strategies would you say are the most effective? Finally, what do you think is the role of trust to crisis communication?
We are eager to hear your thoughts and we are grateful for the opportunity to learn directly from a skilled professional.