Half Street Group’s Approach to Crisis Communications

Date: January 8th, 2024

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Communicating during a crisis doesn’t have to be difficult if you take the steps to build the right muscle memory before the crisis comes up. Our clients maintain and bolster the credibility and confidence they need to lead in those most urgent moments. Our proven approach includes five key pillars:

• 1. Tell your story first.

  There is only one opportunity to frame a first impression of a story, so don’t get forced into responding to challenging news that you could have shared yourself.

• 2. Feed the beast.

  Keep the public engaged and keep media occupied. Provide timely, meaningful, and comprehensive updates. And avoid a drip-drip-drip scenario that extends the crisis.

• 3. Stay objective.

  Recognize and acknowledge credible criticism. Stick to facts. Stop reading the comment sections.

• 4. Answer every question – twice, if necessary.

  Be disciplined in your media responses and stick to key points, but don’t leave reporters or readers or viewers feeling like you left the room before they had a clear understanding of all the known facts.

• 5. Respond with action.

  Your PR team will help you navigate a crisis. But only you can turn the page on it, and it’s only truly over when you can show the public you have taken some kind of declarative action.