Communications crises befall everyone—the big guys, the little guys, and, yes, nonprofits and churches. There’s no need to be scared or worry (overly much). It won’t do you any good. You can’t control all the factors.
People misunderstand an announcement. They take to social media to voice a complaint. Feelings get hurt, and people say things in a rush of anger. It happens.
And, when it does, you should be prepared. Justin Dean recently led a #cmschat (transcript here) about crisis communications and what to do in the event that one takes place at your church.
Define What Constitutes a Crisis
Communications crises sometimes evoke brands gone awry: Johnson & Johnson, for instance, or the Wounded Warrior Project. They literally make the news.
But potential crises bubble within the church, too. A change in staff can cause upheaval. A social media post, whether made with good or bad intentions, has the ability to spiral out of control, particularly if the social media manager leaves for the day. An upset staff person could shut down the church website.
A2: A crisis can be anything that puts your church’s values or actions on trial in the court of public opinion. #cmschat
— Justin Dean (@justinjdean) April 22, 2016
The fallout might not catch the attention of the press, but it certainly sets your congregation on high alert. They assess what you say and how and why you say it.
Have a Crisis Communications Plan in Place (and Readily Available)
“If you don’t have a crisis communications plan,” says Justin, “YOU SHOULD. There’s no time to make one when a crisis hits.”
He’s right. There is no time when a communications crisis strikes. Plus, emotions run hot during a crisis. Having a documented plan prevents gaffes and cools tempers.
@jamrobcar @jordesign @justinjdean In this world of faster-than-real time communications, strategy & tactics need to be in place. #cmschat
— MeredithGould (@MeredithGould) April 22, 2016
The size of your church doesn’t matter, either. Justin says a plan is about “how you communicate during a crisis.” It’s not about how big your church is or whether the press expresses interest.
Choose the Right Response for Negative Comments on Social Media
Justin recommends not leaving negative comments to their own devices, though the choice largely depends on the person and context. Van Baird adds a suggestion: LATTE. He says the best way to respond to negative comments is to Listen, Acknowledge, Thank, Take Action, and Encourage.
A3: LATTE = Listen, Acknowledge, Thank, Take action, Encourage #cmschat https://t.co/dUdG7UQaj2
— Van Baird (@vanbaird) April 22, 2016
Meredith Gould and Robb also offer advice. Meredith counsels caution when making too swift of an apology. It can come across as disingenuous and automated, qualities that can stir, rather than still, a person’s furor.
Robb adds awareness. You need to engage criticism but avoid “feeding the trolls.” It’s a fine line, but detailing a crisis communications plan helps define it.
Prepare a Plan for the Media
A staff change might not be news for a journalist, but you never know. Plus, it’s smart to develop relationships with at least the local media. They can help get your news into the community, as well as weather a communications crisis.
Eric Jourgensen advises, “Positive coverage—embrace it and spread the good news. Negative—have a crisis plan and spokesperson in place.”
Other #cmschat participants also share tips.
- Have a game plan, have one spokesperson. Create language that everyone speaks, no matter who gets asked. — Zach Hall
- Treat reporters and bloggers with respect. Understand their deadlines. — Justin Dean
- Be thoughtful in your pitches. DO RESEARCH ON BEATS. (I know, yelling.) Don’t just mass pitch journalists. — Carrie Kintz
Carrie continues, “Follow up with a ‘thank you,’ too, even if the piece wasn’t super flattering. You’ll stand out, and reporters will respect you.”
Create a Point Person at Your Church
No matter how big or small your church, you should have a main point of contact for communications. On that, all the #cmschat participants agree.
A6 Even if it isnt their FT job, having a designated person to communicate w/ press is the easiest first step every church can make #cmschat
— Zach Hall (@zachhallco) April 22, 2016
Robert Carnes adds, “It depends on the size of the church staff, but someone should be responsible.”
Communications crises happen. Sometimes they result from announcements made on stage or a word misspoken in childcare. Other times, they arise from variables outside your control: hurricanes, a citywide mob, gunfire. When those times come — and they will — be prepared for them with a crisis communications plan. It’ll see you through the storm and to a rainbow on the other side.
Looking for more resources? Check out some of these.
- The 10 Steps of Crisis Communications
- How to Create a Crisis Communications Plan for Your Church with Meredith Gould
- 8 Tips for Managing a PR Crisis like a Pro
- Combining Technology and Social Media for Effective Crisis Communications
- Snowmageddon Cancels Church: Communicating a Crisis
