Given the ever-increasing number of crises arising over the past few years, there are likely to be plenty of PR crises in store for businesses in 2023. While it may be impossible to predict a local, national or global crisis before it occurs—or how it might impact a brand’s reputation or bottom line—companies would be wise to invest in top talent to lead their crisis communications teams this year.
Finding the right person to prepare, plan and manage internal and external communications during times of crisis is integral to avoiding disruptions that could threaten the health of a business and its brand. The best candidate for such a position will bring many key qualifications to the table, with some being more critical to their success than others. Below, members of Forbes Agency Council share must-have qualifications that every crisis comms manager needs to be effective in the role.
Members pictured from left to right.
Photos courtesy of the individual members.1. Empathetic Leadership
Empathetic leadership is the most important quality. Without the ability to see another person’s viewpoint, position and feelings, it’s almost impossible to see all of the possible outcomes to prepare for. The leadership aspects of being able to make decisions to lead others internally and externally through a crisis and having the experience to navigate situations nimbly and calmly are also very important. - Rebecca Hall, Idea Hall
2. Experience Dealing With Crises
In a crisis, you’re dealing with a lot of strong executives who often can’t see beyond the immediate pain they are living through. When things go sideways, you want someone who has lived through it, has made the mistakes and has the perspective to relate those experiences to the current situation. A cool head and quick thinking are also quite useful. - Bryan Scanlon, Look Left Marketing
3. A Seat At The C-Suite Table
Crisis communications leaders need a seat at the C-suite table, the ability to set rules of press and community engagement and a team pulled from both internal resources (legal, personnel, union, operations) and external resources (insurance and law firms, media vendors), along with quick response tools, such as Cision. They also need at least two corporate meltdowns under their belt. - Matt Wilson, Eastport Holdings
4. The Ability To Respond Rather Than React
It’s human to have emotional responses to crises. But a top-tier communications manager will be able to digest the situation in a timely manner and respond with a level head rather than reacting to it. - Kelly Samuel, Snack Toronto
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5. Strategic Thinking
Assessing the potential outcomes of the situation, and doing so quickly and sensitively, requires a strategy. Responses should be timely and aligned with company policies and industry regulations. Having a response that can be used on multiple platforms “cuts to the chase,” and having an outside spokesperson can be a relief at a critical time. - Robin Derryberry, Derryberry PR
6. Emotional Intelligence
EQ is essential for crisis communication leadership. Adaptability, relationship management, empathy and self-awareness are fundamental to its role within the organization. Without these abilities, critical failures in crisis management often create more substantial issues that compound the existing problem and generate more significant problems. - Jonathan Schwartz, Bullseye Strategy
7. Rational, Proactive Thinking
Emotions can cloud judgment, as can only thinking about the situation as it exists today. A crisis comms expert should be able to prepare for any outcome, so thinking ahead and calmly assessing all of the possible “worst-case” scenarios is key to managing the situation and all those involved. - Carm Lyman, Lyman Agency
8. Adaptability
By its very nature, dealing with an adverse situation that constantly changes direction, significantly impacts those inside and outside of the organization and is not part of “Plan A” puts huge pressure on a business. As a leader, you need to adapt to that instantaneously, calling on excellent communications skills that are critical to any crisis management process. - Lis Anderson, AMBITIOUS
9. Decision-Making Expertise
The person managing a crisis communications team should be an experienced decision maker. This expertise allows them to carefully navigate all details surrounding crisis scenarios without giving in to an inclination to jump the gun. Premature and ill-equipped strategies can do more harm than good, and once a communication plan is executed, there is no going back. - Durée Ross, Durée & Company, Inc.
10. Agility And The Ability To Take Risks
Think analytically, apply analysis to a solution that can be quickly implemented, learn from mistakes and make sure they do not happen again. To achieve what I describe here, one has to have the ability to assume risks and cope with consequences. I would rather deal with a street-smart person than a formally educated perfectionist. - Ally Spinu, USA Link System
11. A Strategic Mindset
Effectively managing crisis communications requires a strategic mindset. You want someone who can maintain a cool head under pressure and consider all the angles. Transparency is key, but deciding what will be said, and how and when, is critical. Depending on the type and severity of the crisis, look for someone with a track record of successful crisis management experience. - Michelle Abdow, Market Mentors, LLC
12. Soft Skills
Soft skills come into play any time public relations are involved. Empathy makes a major difference in a time of crisis, since those impacted want to know that they are heard. When communicating your side of the story, an empathetic approach keeps the client at the forefront and avoids the possibility of coming across as out of touch. - Hannah Trivette, NUVEW Web Solutions
13. A Clear Understanding Of The News Media
If you don’t have a former journalist or newsroom manager at your agency, go find one. Having someone on staff who knows the mind of the news media cannot be undervalued. Beyond background, the PRSA Crisis Communication Certificate Program is an excellent way to bring any PR leader up to speed on how to create crisis communication plans and guide clients through any crisis that comes their way. - Mary Ann O’Brien, OBI Creative
14. A Belief In Truthfulness Over Obfuscation
The conviction that the truth is more important than hiding mistakes is a must-have qualification for a crisis comms manager. The faster company leaders understand and own why they are in a crisis, the faster they can move on from it. The truth will always come out, and if you have to apologize for hiding it, you’ll be in double jeopardy. Your crisis communications lead needs to have the power to demand a fast recovery, and that always starts with the truth. - Lee Caraher, Double-Forte
15. Patience
Patience is critical. Too many companies do damage by instantaneously responding to the crisis. We recently had a client who had a false story go viral on social media. Rather than responding, the client ignored it. The issue was never picked up by the media after scrutiny. It disappeared as fast as it came. Responding could have drawn more attention to a false story and damaged the brand. - Douglas Karr, Highbridge
