Do you need a crisis comms consultant?

A communications crisis can happen to any organisation. They are certainly something you should prepare for. That doesn't mean that you need to rush out and invest a large amount of money in a crisis comms consultant. As someone who does this work, even I will tell you it's not a good investment for all organisations.

Here are some questions to ask yourself before you make this investment.

Do you have lots of issues that could be a problem?

The likelihood of a crisis situation taking place depends on the issues that are relevant to your organisation.

Look at the different issues that could come up for your organisation and ask yourself a few questions:

• Is there a large number of them?

• Do you feel like you have a strong grasp on them?

If there seems like a lot and you don't feel that you know them well, you may need support to get ready for a potential crisis.

Do you feel that you could manage a crisis on your own?

Another good question to ask is if crisis management is something your communications team could take on.

The first question to ask is if they have a crisis communications management plan in place. This should outline how to manage a crisis across all channels, including social media and internal communications.

Also consider if they have the processes in place to manage a large volume of media queries. Do they know how to prepare spokespeople through media training? Do they have strong relationships with key stakeholders like senior management? Also consider if they have processes in place to manage queries that take place after hours or on weekends.

If most of these questions are answered with "no," it doesn't mean they aren't a good communications team. It might just just highlight that there strengths lie elsewhere. This could be a sign that you need the services of a crisis comms consultant.

What to look for in a crisis comms consultant

If you decide that you do need the services of an expert, here are some suggestions for how to find someone that is the right fit for you. You don't necessarily need to engage a crisis communications agency. A stand-alone consultant might be a better fit.

Ask if they have managed a crisis before. This might sound obvious, but it is important. Someone who has worked in high profile organisations like government or ministerial offices will likely have good relevant experience.

Also ask how they would approach some of the issues that are likely to come up for your organisation. If there approach includes preparing early and putting processes in place to make a response more streamlined, they are on the right track.

My final piece of advice is to test if you get along with them well. You don't need a new best friend, but if a crisis does evolve you will be working closely with them. This means you should opt for someone who you can see yourself working well with.

I offer free introductory calls, so please reach out if you would like to explore whether a crisis comms consultant could help your organisation.