5 Tips to Ensure Your Organization is Crisis-Ready

By: Guest Blogger, Sabrina Kidwai, APR

Over the past few years, we’ve seen several crises take place: Susan G. Komen, Penn State, and more recently with the mayor of Toronto to the players situation with the Miami Dolphins.

Some organizations believe that a crisis won’t ever happen to them, but it’s important to realize that everyone will experience a crisis. For example, it can include: embezzlement; board member misconduct; controversial speaker, program, ad, or product; weather-related cancellation; or a crisis during a meeting.

When a crisis hits, it’s essential for your organization/client to be prepared. Here are some simple steps:

1. Build a Team

2. Create a Plan

3. Keep it Current

4. When the Crisis Happens

5. Evaluate Your Plan (Post-Crisis)

Sometimes the crisis that occurs isn’t a big deal, but it’s the response or lack of one that can turn a small crisis into a bigger one. So, it’s important for the organization to manage its brand effectively by having a communication plan in place.


About the Guest Blogger:

Sabrina Kidwai, APR, has been involved in public relations for 14 years working in associations, nonprofits and high-tech PR agency. She is currently the senior manager of PR for ASAE where she handles both internal and external communications, provides counsel to senior leadership, and develops strategic communication plans for the organization. She is a board member for the National Capital Chapter Public Relations Society of America, and the co-chair for the 2014 International PRSA Conference Committee. She is an alumnus of the IEL Education Policy Fellowship Program in Washington, DC. Sabrina received her Bachelor’s in Journalism from the University of Missouri-Columbia, and her Master’s in Public Administration from the University of South Carolina.

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