This guide explores the critical first step: identifying stakeholder groups and understanding their expectations. A compelling example of this in action is the experience of a nonprofit food service provider.
Faced with the sudden need to cease operations temporarily due to funding issues and workspace constraints, the founder collaborated with Creative Company to develop a tailored crisis communication plan. This approach addressed immediate challenges, safeguarded the organization’s reputation, and fostered stakeholder trust during a difficult time.
Why Identify Stakeholder Groups?
Understanding stakeholder expectations is crucial for creating an effective crisis communication plan, as shown by our success in helping the nonprofit define and achieve its vision of success — an achievement worth celebrating compared to the nonprofit’s actual crisis!
Effective communication can make or break an organization’s reputation in times of crisis. Stakeholders — including employees, customers, investors, regulatory bodies, and the broader community — have distinct expectations and needs during a crisis. By identifying these groups early on, you can tailor your communication strategies to meet their specific expectations and experiences.
Stakeholder Groups and Their Expectation
- Employees
- Expectations: Employees seek reassurance, clarity, and guidance during a crisis. They want to feel safe and informed about how the crisis impacts their roles and the organization.
- Experience: Direct, transparent, empathetic, and timely communication is preferred. During a crisis for a service provider, Creative Company worked closely with executive leadership and the face of the brand to ensure employees received regular updates about operational changes. This transparency helped alleviate anxiety and maintain morale.
- Customers/Clients
- Expectations: Customers expect transparency and assurance of continued service or product quality. They may seek information on how the crisis affects them personally.
- Experience: Clear and honest communication is crucial. When the service provider had to scale back from serving 16,000 meals a week to just 3,000, Creative Company developed messaging that explained the situation to affected recipients. This proactive approach helped maintain trust during a difficult time.
-
Investors/Shareholders
- Expectations: Investors are concerned about the financial implications of the crisis and how management plans to mitigate risks. They expect proactive communication that demonstrates leadership and economic prudence.
- Experience: In the case of the service provider, Creative Company assisted the founder in preparing detailed updates for investors about the challenges faced and the steps taken to seek alternative solutions. This type of proactive engagement is essential for reassuring stakeholders.
- Media and Public
- Expectations: The media and the public seek accurate information and expect transparency. They may also influence public perception of the crisis and the organization’s response.
- Experience: Creative Company facilitated access to spokespeople, ensuring that the founder was prepared to communicate effectively with the media. This was vital when news broke about the temporary closure, allowing the service provider to control the narrative and mitigate potential misinformation.
- Regulatory Bodies/Government Agencies
- Expectations: Compliance with regulations and laws relevant to the crisis. They expect cooperation and timely reporting on any regulatory impacts.
- Experience: Creative Company helped the service provider ensure that all communications with regulatory bodies were clear and factual, addressing
Tailoring Communication Strategies
Each stakeholder group required a tailored approach to communication:
- Clarity and Transparency: Provide clear, factual information without jargon or ambiguity.
During the service provider’s crisis, this meant outlining the specific reasons for the service reduction and what steps were being taken to resolve the issues. - Empathy and Support: Acknowledge concerns and show empathy for stakeholders' challenges.
In communications to service recipients, messages highlighted understanding of their reliance on services, reinforcing the service provider’s commitment to the community. - Timeliness: Communicate promptly to address immediate concerns and prevent speculation.
Creative Company's rapid response gave the service provider the messaging they needed to ensure all stakeholders were informed as soon as possible. - Consistency: To build trust and credibility, maintain consistent messaging across all communication channels.
Creative Company helped the service provider create a unified message shared across media outlets, social platforms, and direct communications.
Implementing Your Crisis Communication Plan
Once stakeholders are identified and their expectations understood, integrate these insights into your crisis communication plan:
- Prepare Messaging: Creative Company crafted messages that balanced transparency with reassurance for the service provider, addressing stakeholder concerns
- Designate Spokespeople: The founder received guidance, training, and preparation with Creative Company, ensuring he was ready for media interactions.
- Choose Communication Channels: Choose appropriate channels based on stakeholder preferences and accessibility (e.g., email, social media, press releases). The service provider used various channels to reach their audience effectively.
- Monitor and Adjust: Monitor feedback and adjust communication strategies to address emerging issues or misinformation. This was crucial for the service provider, as they adapted their messaging based on community reactions.
By proactively identifying stakeholder groups, understanding their expectations, and tailoring communication strategies accordingly, your organization can navigate crises transparently, maintain stakeholder trust, and emerge stronger. Creative Company's experience providing support and guidance for a local nonprofit illustrates the importance of a well-structured communication plan during challenging times. Let’s navigate crises with confidence and clarity. Download our FREE crisis planning guide today!