[Article] The Crisis Lifecycle
Six Stages of Crisis that Guide Your Strategy and Messaging
All crises have something in common: at some point they’re over. But before they resolve they go through six distinct stages, during which precise communications are needed to bring stakeholders through the journey.
The early warning stage is when many companies take a “wait and see” approach. During the COVID-19 crisis, late-acting companies couldn’t find masks, gloves, gowns and even toilet paper. Some companies like HEB, the grocer in Texas (known for the best supplies after crises) were ready with curbside pickup and same-day grocery delivery for seniors. Have a plan that includes listening tools and a proactive approach that gets teams focused on the “what ifs” should the crisis develop.
The escalation phase is when we stay home without knowing how the crisis will evolve. This stage features high anxiety, and communications must address stakeholder concerns with extra sensitivity.
As the crisis decreases, a new sense of hopefulness can be reflected in your approach and messaging. Be careful, however: the COVID-19 crisis may return in Summer or Fall, so plan for that scenario.
During stabilization, new rules for work and social engagement will complicate how you bring people back to work. How will you keep your stakeholders safe? How will standard operating procedures be changed? Extensive communications each step of the way and sometimes daily are needed to support morale and ensure compliance.
Remember the adage, “Never let a crisis go to waste”? During the recovery phase, inform people about your new hours, systems, how you make your products, and the people behind the company. Audiences will be receptive to information ghat they had tuned out before.
Unquestionably, a cultural shift is already occurring. Telemedicine is becoming routine. We’ve seen the future of work, and it looks like Zoom. New tools and new rules will be necessary to bring stakeholders along as you transition to the new normal.
Consider the six phases of crisis transformation and how your company will be affected in best case, likely case, and worst-case scenarios. Then, plan communications strategies and tactics to educate, influence, and inspire your stakeholders to follow you into what we all hope to be a better world.
About Outfront Solutions
From startup to IPO or exit, Outfront Solutions works with leaders to adapt their brand, marketing, and business development to build a new future for a new world. Tailor-made for entrepreneurs, intrapreneurs and visionaries, we increase the power and marketability of your products and ideas and help open doors and close deals. We identify growth strategies that help you nail revenue goals, increase valuation, raise the next round, or find the path to exit.
We’re CMOs and business builders who help organizations steer a course through complex business events, cultural shifts, and crises. By clearly defining and articulating your brand, developing a go-to-market plan, and creating business development approaches that break through the noise, we build a foundation for success.
We’ve rolled up our sleeves to create and implement global growth strategies for companies like Andra Capital, Glispa, Peak Games and Organic. Hewlett Packard and Accenture have relied on us to build their internal messaging capability and create their messaging guides used by tens of thousands of employees worldwide.
Along with bespoke services tailored to your needs we provide:
· Brand strategy and Positioning
· Messaging
· Investment/valuation positioning
· Market research and consumer/business testing
· Personal/executive branding
· Go-to-Market plans and implementation
· Business development
· Crisis response & communications
To learn more about this project and inquire about technology and cannabis industry Branding, Messaging, Go-to-Market Plans, and Business Development contact: Nicole DeMeo at Nicole@outfront.solutions and (415) 533-2599