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With the events industry currently facing uncertain times trying to plan for the future is not as straight forward as we once enjoyed. However, we will come out of this situation and now is the time to ensure that we are better equipped to deal with unprecedented changes in the future. We have put together advice to help shape your Crisis Communication Plan for the events industry.
Knowing what to do at a time of crisis has never been more relevant. If you are an event planner you may already have your own crisis management policy to follow, and the venues you use for events will have their own crisis plans and health and safety policies to adhere to. But what is equally important, now more than ever before is having a carefully prepared crisis communication plan.
A crisis communication plan is critical to aid in any incident from terrorist attacks, to fire outbreaks, illness, natural disasters or incidents such as the Coronavirus outbreak that we are facing currently. As the virus has spread over the past few weeks causing mass cancellations and uncertainty about how businesses have communicated has varied significantly. The ones that have done it best have been well prepared and rehearsed, so we shouldn’t leave it to chance. Putting the work into your crisis communication plan now will serve you well in the future and it should be a crucial part of your overall event strategy.
Who are your key audiences
Firstly, when thinking about drawing up your plan think about the different audiences you will be dealing with including on-site suppliers, security, speakers, exhibitors as well as press and attendees. Once you have identified the groups assign one of your staff to relationship manage these so they are then responsible for communicating to them in the event of a crisis – this ensures that you will not leave anyone out if it is an emergency. These key audiences should have the contact information which needs to regularly updated.
Communication channels
How will you communicate with your audience? Quick access to concise information is vital in a crisis and will protect your reputation if you are seen to respond quickly. Social media is at the touch of a button 24/7 and is great to communicate with but you need to bear in mind that although your reach may be wide, it may not reach YOUR specific audience so other forms of communication are required such as phone calls, emails, and your website. Ensure you have access to any display screens at the event itself so you can communicate immediately to your event attendees. For PR, your website and social media is the best method to reach journalists who will be able to spread your messages widely. In the event of a terrorist attack or natural disaster, mobile networks may be down so it is crucial to identify alternative communication channels and have contingency plans in place for every potential situation.
Your crisis communication plan
Once you have done your research into what is going to work, now is the time to put your plan together. In such fast-paced and changing times, there is no way to predict what challenges you will face so have your crisis communications plans pre-approved for each potential situation. For each situation collate the key messages that you need to communicate with each audience and how you are going to do it.
Lastly, build these scenarios into your team training by getting them to rehearse real-life simulations of the different crisis situations outlined in your plan. This will help your staff be prepared to act calmly and confidently if the situation arises in the future and will help you grow together as a team.
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