The One Thing You Should Never Do in a Crisis
Every organization, especially nonprofits and religious organizations, should be prepared for a public relations crisis. Unfortunately, many are not. In today’s digital and social media-driven world, the potential for mistakes, cancel culture protests, moral compromises, disgruntled ex-employees, and financial wrongdoing is higher than ever. And should something happen, it’s crucial to remember the one thing you should never do when you’re knee-deep in a crisis:
Waste time wondering why it happened.
Why it happened is important, but there will be plenty of time for that later. But in the heat of the moment, while the clock is ticking, isn’t the time to debate, discuss, or argue about why what went wrong went wrong. The minute you do that, you start falling behind in your response, helping the victim (if any), your assurances to the congregation, donors, and the public that you’re taking care of it, and, in some cases, communicating with the media.
This is a major issue I discuss in my book “Church on Trial: How to Protect Your Congregation, Mission, and Reputation During a Crisis,” because when a crisis breaks, don’t lose ground at the start by spending time on the wrong thing.
For now, keep your response team focused on moving forward.
Phil Cooke, PhD. has been called “one of the most innovative communicators of our generation.” As a media producer, writer, speaker, and consultant, his client list includes major film studios and TV networks as well as major Christian organizations like Voice of the Martyrs, The Museum of the Bible, The Salvation Army, and others. He’s also coached and consulted with many of the most influential churches and nonprofit organizations in the world, helping them use media to tell their story. You can hear his podcast here.
