As an expert in crisis communication and support, I often emphasize the importance of planning and preparedness in effective crisis management. However, unforeseen events can occur at any time, making it impossible to prepare for every circumstance.
Recently, I found myself in a situation where a national crisis was unfolding during an important event I was helping to run for a client. Thanks to quick thinking and strategic decision-making, I was able to handle the situation smoothly, communicating the details of the crisis without significantly disrupting the event.
Addressing a National Crisis at a Client’s Event
It was a beautiful Saturday evening in Durham, North Carolina, and the Inaugural Weekend for one of my clients’ newly established nonprofits, Embrace the Brave, was well underway. I had worked closely with the CEO and a small committee to launch the organization and plan this impactful event. The attendees included 15 military families invited to build connections and community through interactive workshops and seminars to help them transition from military to civilian life.
Approximately 100 adults were gathered for the cocktail hour preceding a semi-formal dinner in a hotel ballroom, and spirits were high. Then, one of our team members received an alert on her phone: “loud popping noises” heard at a Donald Trump rally in Pennsylvania, and he had been rushed off the stage. “I think he was shot,” she said. However, the event was unfolding in real-time, and we didn’t have all the facts yet.
I was faced with several questions: Should we announce the news to the attendees? Should we wait until they hear the news themselves? How will this news impact our event?
I decided to announce the news but needed to gather as much information as possible and put together a statement first. Within about 35 minutes, my team and I had the necessary information for me to stand in front of everyone and make a calm and authoritative statement.
You’ve heard the phrase “contracts written on the back of a napkin?” My first draft was written on a Washington Duke Inn notepad as we were gathering facts.
My goal was to deliver the news and assure attendees that I would keep them updated throughout the evening, taking the burden off them so they could enjoy their special dinner despite the national crisis that was occurring.
The approach worked, and the evening proceeded as planned without the national crisis overshadowing the event.
For those interested, here’s what I said:
We just received news that former President Donald Trump was shot a few moments ago while speaking at a rally in Pennsylvania. His campaign has reported that his injuries are not life-threatening, and he was taken to a local hospital for treatment.
Regardless of your political beliefs, we ask for a moment of silence for former President Trump and his family.
We will report any new developments as they become available.
We did one brief update shortly after the initial announcement, noting that the shooter was killed by the Secret Service.
Tips for Addressing an Unfolding Crisis
It’s not easy being the bearer of bad news. Should you ever find yourself in a situation where a crisis that isn’t yours could impact your organization, event, or campaign, keep these best practices in mind:
1. Consider your audience
It might not always be your responsibility to report the news, so it’s essential to assess whether the people in your audience who matter to you expect you to do or say something.
In my situation, the audience consisted of US military members, and I determined I had a responsibility to address a crisis involving the former Commander in Chief of the armed forces.
2. Gather as much information as possible
I always emphasize the importance of gathering as much information as possible before making a statement. However, when a situation is unfolding in real-time, you may not know all the facts, and you may need to move forward with a statement anyway.
My team and I did our best to piece together what we knew and make a credible statement based on the real-time information we were gathering.
3. Use reputable sources
When reporting on an unfolding crisis, it’s crucial to rely on reputable sources to ensure the accuracy and reliability of the information you’re sharing. Using trustworthy sources helps maintain credibility and trust with your audience, providing them with the most accurate and timely updates possible.
Reputable sources like Bloomberg, Reuters, New York Times, CNN, FOX, and MSNBC were critical in helping me develop a statement.
4. Get out in front of it
Getting out in front of an unfolding crisis is often a wise decision. By proactively addressing the situation, even if it isn’t directly related to your event or organization, you maintain control over the narrative and manage the flow of information. Addressing the crisis head-on builds trust and shows that you’re attentive and responsive to important events, reinforcing your reliability as a source of information during uncertain times.
At the Embrace the Brave dinner, I knew that if I didn’t address the crisis, attendees would be on their phones trying to figure out what was happening. I didn’t want them to miss out on enjoying the special event, so I took responsibility for managing the message.
When the Unexpected Happens
Sometimes, the unexpected happens. Even a moment of celebration can turn into a crisis situation through no fault of your own. Being prepared to handle these moments calmly and strategically can make all the difference.
With the right crisis management approach, you can navigate crises effectively and maintain the trust and confidence of those who rely on you.
Want to discuss crisis management strategies for your organization? Let’s talk!
