Are you forgetting this hidden element of crisis communication?

There is a lot talked about the key elements of effective crisis communication and what is needed in planning and responding. But there is something that I think is incredibly important and is often overlooked and that is challenge. It has a key role to play when plans are being developed, when a response is underway and when recovery strategies are being created. 

When crisis plans are being developed they are done by organisations and businesses looking from within, understanding how they operate and what is important to the operational activity. It is usually created by employees and it is easy for aspects to be overlooked or gaps not recognised. This is where the challenge becomes essential.  

Someone needs to be able to look at plans, to question how they operate and to just ask why? Why are you taking that action? Why are you using those channels? Why are you saying that? 

The mid-crisis challenge 

The same is true when a crisis is happening. It is important to challenge the accepted approach and actions that are being taken. Is anything being missed? Has the communication connected with those who need it and is the organisation listening to the response?  

Challenge is one of the key things that a communicator can offer. An effective communicator will be listening to the feedback and understanding the mood and tone around the crisis. They can use this to feedback and challenge what is taking place. 

But challenge is not easy to do. There have been a whole series of crises and situations where there has been obvious group think.  

No one has questioned what is happening and why, or it may be that no one has felt comfortable to challenge what is happening and why. Having the space to feel able to challenge what is happening is something all organisations should work to achieve.  

The most effective crisis responses will come from organisations that are listening and adapting to what is happening and the feedback that is being received. 

How to challenge 

So what can we do as communicators? Here are three things that may help you to effectively challenge: 

Understand the plans and the business in detail so that you can see the gaps and the opportunities. 

Learn how to challenge in a way that will be accepted and heard. This will be differently in each organisation and is about understanding where the power lies and where decisions are made. 

Recognise that you can challenge but if there is a refusal to accept the challenge or to listen it is outside of your control. 

Perhaps start slowly with a gentle nudge about something where you can foresee a gap or a problem occurring. Use it as a way to build trust and confidence in you as a communicator or member of staff for those bigger challenges in the future. 

Amanda Coleman is a crisis communication expert and consultant, founder of Amanda Coleman Communication and the author of Crisis Communication Strategies. Read the original post.