Why an Integrated Crisis Strategy is Crucial

In the digital age, effective crisis management demands a fusion of traditional media training with dynamic social media tactics. At Truscott Rossman, we specialize in preparing organizations for the unexpected, ensuring readiness for any crisis. Crisis communication is the art of protecting and defending an individual, company, or organization in the face of a public challenge against its reputation. It often also involves clear-headed and timely communication of vital information in an emergency. This blog explores our comprehensive approach to crisis communications, underlining the necessity of preparedness in protecting and managing your organization’s reputation.

Revolutionizing Crisis Management: Social Media’s Pivotal Role

Social media is the modern battleground for information dissemination, especially during crises. Its power to rapidly spread news makes it indispensable in any crisis communication plan. Unfortunately, it can just as rapidly disseminate misinformation. Our approach with clients is twofold: proactive engagement on social media and vigilant social listening. By leveraging social media strategies that help you navigate the modern media landscape, we not only convey your message effectively but also counteract misinformation swiftly.

The Art of Social Listening: Crafting Timely, Data-Driven Responses

Social listening extends beyond simple monitoring; it’s an analytical approach to understanding public sentiment and shaping responses accordingly. Our team uses cutting-edge tools to analyze social media trends, enabling us to determine if and when it’s time to respond and to formulate strategically timed responses that resonate with your audience and mitigate potential crises.

Media Training: Your Crisis Communication Lifeline

In addition to proactive social listening, effective media engagement is vital in crisis management. Truscott Rossman’s media training can empower you with essential skills and feedback to handle press interactions with confidence and clarity. We focus on crafting impactful messages that are sensitive to the moment and mastering interview techniques, ensuring you represent your organization effectively in the media spotlight.

Leadership Insights: The Transformative Power of Media Training

“In a world where media narratives can shape public perception, and a single misstep can shape that narrative, effective media training is a critical shield,” shares Truscott Rossman’s Amy LeFebre, Senior Director, West Michigan.“Our tailored programs are designed to equip leaders with the skills to navigate complex media landscape confidently, turning potential crises into opportunities to build or reinforce trust.” 

With decades of experience in journalism, crisis counseling and strategic communications, our team leads your executives through the ground-level tenets of crisis response. Next, we conduct a series of recorded mock interviews that mimic realistic crisis scenarios and give your executives the opportunity to put those tenets to work. We include hard-hitting, uncomfortable, uninformed and even hostile questions designed to test even the most confident communicators. Finally, we critique the performance together immediately after each round of interviews, giving the executive real-time, actionable feedback to implement in the next round.

Case Study: Putting Training to the Test 

On February 14, 2023, a client had the opportunity to put their media training to the test – sooner than they expected. Our team was conducting a second day of media training with the leadership team at Pine Rest Christian Mental Health Services, the largest behavioral health provider in Michigan.

As we were wrapping up with their chief medical officer, Dr. Bill Sanders, he revealed that he had worked late into the previous night after receiving a call from Michigan State University. On February 13, MSU was the site of a horrific campus shooting that left three students dead, five critically injured and thousands traumatized. At MSU’s request, Dr. Sanders had mobilized a team of 20 specially trained therapists and counselors to offer free emotional trauma support for the campus community.

The university was getting the word out, but we knew we could augment their efforts with a media push. We started pitching, and soon interview requests were pouring in from across Michigan.

Equipped with his newly honed skills, Dr. Sanders was able to calmly build trust, clearly communicate the signs that an individual is experiencing emotional trauma and may need help, and inform people how they can connect to a Pine Rest counselor.

“It’s an unspeakable tragedy, and people have been affected in ways we probably can’t appreciate yet,” Dr. Sanders observed in one of the articles. “We want people to call us if they need help. We don’t want people to suffer needlessly. The sooner they get help, the better the outcome.”

The result was extensive TV, radio and print/digital coverage across the state that helped spread the word to thousands of people who may have needed a place to turn for support.

Building Resilience through Strategic Crisis Communications

Our integrated approach to crisis communications, blending expert media training with proactive social media strategies, is essential in today’s interconnected world. Truscott Rossman is dedicated to equipping clients with the expertise and strategic insights necessary for effective crisis communications planning and management. By harnessing the power of social media and media training, we ensure that your organization is not only prepared for crises but also poised to thrive through them. 

Learn more about our Crisis Communications and Issues Management services here.