Reputation cannot be built at the moment a crisis begins. Organisations that communicate consistently, transparently and responsibly are better placed to retain trust when circumstances become difficult.
Communicate consistently
Regular, accurate communication helps stakeholders understand your organisation before an issue emerges.
Identify likely risks
Review operational, safeguarding, financial, governance and public-facing risks and decide who will communicate if they occur.
Prepare approval routes
Clarify who can approve statements, respond to journalists and update stakeholders. Delays create confusion and speculation.
Build media understanding
Professional relationships with relevant journalists make it easier to provide context and accurate information when time matters.
Review after every issue
Assess what worked, what failed and how systems, messaging and responsibilities should change.