crisis [krahy-sis] noun: a stage in a sequence of events at which the trend of all future events is determined.
Often used in conjunction with a negative event, by definition, the term crisis doesn’t typically refer to an actual occurrence. It is a condition, a stage in a sequence of events when a decisive response or change is necessary.
During a crisis situation, timely communication and reacting in the present are essential for associations. Determining the how or why of an occurrence typically isn’t the top priority. There’s time for that later. Forward-thinking is critical for making important decisions that will influence the course of events.
Ideally, prebuilding a crisis resource page and having it ready to customize is the best way to prepare the best possible response to an association crisis situation (sometimes referred to as a “dark site”).
The next best thing is to quickly craft a crisis resources web page for your members. Most website content management systems (CMS) allow you to quickly build new page or update an existing page flexible design options. Whether planning for or in the midst of a crisis response, building or maintaining a resources page should not require the involvement of multiple departments or outside vendors.
WHEN BUILDING A CRISIS COMMUNICATIONS WEB PAGE:
Focus on the User Experience
Use a clean and simple design focused on essential facts.
Make it easy for readers to find information.
Use short sentences and paragraphs that speak directly to the reader.
Group information by topic and consider using headings and subheadings.
Be sure that it doesn’t come across a self-promoting.
Set the tone:
Whether targeting association members or your association’s industry stakeholders and regardless of the amount of or type of content, the tone should be helpful, sincere, and compassionate.
Reserve an area within the site for regular updates. An RSS feed (e.g., blog updates) or a micro-blogging channel (e.g., your association’s Facebook feed) keeps people updated on a regular basis as well as allows them to track responsiveness over time.
Resources
Key, relevant local, state, federal government offices
Local, regional, state, national resources
Local, regional, national information
Non-profits applicable to the situation
Relevant third-party links
News
Links to press releases
Media Statements (video or text)
INFORMATION
A myth vs. fact section is a valuable resource to debunk rumors and misperceptions
Facts and statistics
FAQs
The FAQ page should be easy to navigate and scan and finding the answer to a single question should be painless.
A popular format is to provide the full question list first, then follow with individual questions and their answers.
Include links to related content
Revise and update regularly. Listing the date when the information was updated helps readers determine its timeliness.
The crisis situation will end, but people will continue to search for information once the crisis situation ends. Either commit to a long-term update strategy or unpublish the page. No information is better than inaccurate information.
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