Determine Your Communication Channels

Quick reference

• 00:05 When there is a crisis,
• 00:06 we need to determine the communication channels that we're going to use.
• 00:10 Once the press release is ready and you've established who the target audience is.
• 00:14 We need to know what would be the easiest method to use in order to reach them.
• 00:22 Ask yourself the question, which channels does my target audience use?
• 00:26 It only makes sense to try and reach the audience through their preferred channels
• 00:30 of communication rather than ours.
• 00:32 However, in the event of a crisis,
• 00:34 being selective is not really the right approach.
• 00:37 In order to reach as many people as possible,
• 00:39 all possible channels should be used.
• 00:42 Now some channels are not that suitable for a press release.
• 00:46 Let's look at Facebook and Twitter.
• 00:48 Neither Facebook nor
• 00:49 Twitter can feature a full press release because they only accept short characters.
• 00:54 Also, they are really engagement channels rather than news sites.
• 00:58 But if you've got a large following on these two platforms and
• 01:01 your message is important.
• 01:03 You could post a short tweet or a short statement using the title of your release
• 01:09 with a link to your website where the press release is available.
• 01:12 On Facebook you can even allocate a specific tab to press releases or
• 01:16 company news.
• 01:18 Specifically related to online communication channels.
• 01:21 Your crisis press release should definitely be published on the appropriate
• 01:26 section of your company web site where everyone can search for it then access it.
• 01:31 The model should be some online forums
• 01:33 that can be suitable to alert people about your product.
• 01:36 It would be an advantage to know about such forums before the crisis happens,
• 01:41 rather than afterwards.
• 01:42 Now let's assume that your company needs to inform the public about a batch
• 01:48 of contaminated biscuits, and this is being sold in super markets.
• 01:53 Another option here would be to contact the food safety body for
• 01:57 the countries that were affected.
• 01:59 For example, if your product is distributed in Europe.
• 02:01 You can contact the European Food Safety Authority and
• 02:05 ask them to publish the release on their website.
• 02:09 When you use printed communication channels as well,
• 02:13 depending on how wide-ranging the impact of your crisis would be.
• 02:17 You should contact the local, regional, national, and even international press.
• 02:22 This can be suitable if, for example,
• 02:24 your company has released a product that's dangerous for people to consume.
• 02:29 Now all we need to do is to continue to inform people.
• 02:33 When a crisis happens, we constantly remain in touch with the public and
• 02:38 with all the stakeholders.
• 02:39 During crisis management,
• 02:41 the communication that takes place should be soon after the crisis happens.
• 02:46 And then at various stages during the crisis to update them of any developments.
• 02:51 And then of course after the crisis has been solved, we still keep in touch.
• 02:56 There's not prescribed number of press releases, it really depends on
• 03:00 the situation and what information becomes available as the crisis unfolds.
• 03:05 Here's something for you to think of or a little bit of research you can go and do.
• 03:09 Look at your company.
• 03:10 See what their social media policy is and
• 03:13 check whether they've got a social media policy for crisis communications.
• 03:17 You can also see if your local council has got one,
• 03:20 because that's often a good way to learn about these things.

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