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Who Should You Include on Your Crisis Communication Team?

Whether dealing with a cyberattack or responding to a customer-facing issue, your company should have a crisis communication team in place and ready to resolve the issue as quickly as possible. Depending on the size of your company and gravity of the situation, you should include these four members to help successfully put your crisis communication strategy into action.

1.     CEO

Typically, the CEO leads a company’s crisis communication team much like the company itself. The CEO should be one of the first members of the crisis communication team to be notified of a potential or breaking crisis. Additionally, CEOs are often the first to speak to the public on behalf of the company.

2.     Director of Communication or Public Relations

The director of communication or public relations takes charge of the crisis communication strategy, specifically in regards to speaking with the media. The person in this position often leverages previously established relationships with members of the press to cover the company’s reactions to the crisis. Sometimes they take on the role of spokesperson, other times they delegate those responsibilities to another member of their team.

3.     Vice Presidents

You never know when or how a crisis will hit. As such, all vice presidents should be prepared to take on additional responsibilities should crisis strike their department. The vice president of the department involved should provide all their team members who interact with customers specific verbiage to use.

 4.     Attorney

Company attorneys should be contacted immediately for their guidance and counsel in order to avoid further legal costs. While crucial to understanding potential liabilities, attorneys should not drive your crisis communication strategy.

Want to know what to do once you’ve established your go-to crisis communication team members? Sign up for Peter LaMotte’s “Crush Crises Before They Start” webinar today!

About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.

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