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A crisis communications blueprint is a quick response system built before an issue becomes public. It should include risk mapping, message anchors, escalation paths and drills, said Caitlin Leopold, senior director of external communications at Honeywell, during Ragan’s Crisis Communication Virtual Conference.
Click here to watch the full presentation and learn more about Ragan Training.
“Trust in a crisis is not built in the moment. It is drawn down from what you’ve built over time,” Leopold said.
Step 1: Map the organization’s biggest reputation risks
Start by identifying the places where pressure is most likely to show up first.
Those risks may include:
Communicators can use daily headlines as a training tool, Leopold said. When another company faces backlash, teams can use it to ask whether the same issue could affect their employees, customers, partners or suppliers.
If the answer is yes, that’s a blueprint input, she said.
Step 2: Create message anchors
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