What It Takes For Marcom Teams To Navigate Crisis Management
Heather K. Stickler is the Chief Marketing Officer at Tidal Basin Group.
In a world where a social media post can shift a stock price and a blog post can spark a global movement, the role of marketing and communications (marcom) teams has never been more crucial. Think of them as first responders in the digital realm, navigating crises and guiding client communications with composure and strategy.
After nearly two decades supporting and leading marcom teams in the architecture, engineering and construction (AEC) and emergency management industries, I've seen how crises, whether natural disasters, reputational threats, regulatory pitfalls or high-stakes operational challenges, can unfold without warning and that having a resilient marcom function is not a luxury; it's a necessity.
Let's take a look at what makes a marcom team successful.
Whether it's dealing with the fallout from a recalled product, managing the repercussions of an executive gaffe or navigating through a PR fiasco, marcom teams should always be ready. The goal is not just putting out fires; it's preventing them from spreading and doing damage.
To achieve these goals, four core principles—preparedness, speed, clarity and trust—should remain consistent for marcom teams across all sectors:
One thing's for sure: Successful marcoms teams don't just wing it. They're all about preparation.
The Public Relations Society of America tells us that having a proactive crisis management plan is essential. An effective crisis management plan involves developing these plans, having regular drills and continuously updating them to adapt to new media landscapes and communication channels, ensuring timely responses.
Take this one step further by scenario-planning across multiple 'what-if' contingencies, ranging from cyberattacks to community backlash over controversial programs. Planning for these contingencies is especially crucial in high-stakes sectors like emergency management, where cyberattacks on public infrastructure can be devastating.
Also, remember: The best plans don't just live in a binder; they're practiced, pressure-tested and accessible across teams.
When crisis strikes, the clock is ticking. A recent HubSpot blog post put it best: 'The first 24 hours often determine how your organization's response will be remembered.' That's when marcom teams need to be fast and accurate with the facts to keep rumors and misinformation at bay and ensure they control the narrative.
In my experience in the aftermath of a major disaster, for example, getting ahead of misinformation in the first few hours through social channels, media briefings and SMS notifications can help governments retain public trust as the situation evolves.
Consistency and transparency aren't just buzzwords. Sticking to these values helps stabilize situations and preserve trust with clients, investors and the broader public. In professional services—especially in industries like AEC and emergency management, where public trust is paramount—there's little margin for obfuscation.
Owning the narrative, even when the news is difficult, can actually strengthen brand credibility over time. Trust is built in those vulnerable moments, not after the dust settles. As Ryan McCormick, co-founder of Goldman McCormick Public Relations, recently explained to The Drum: 'Lack of response feeds more speculation, more speculation feeds more misinformation and before you realize it, there's a rumor going around that started on social media, because of a lack of response.'
Beyond their day-to-day roles, marcom teams also often act as in-house agencies, serving as trusted advisors during client crises. Here's what it takes for in-house teams to succeed in this role:
In-house teams should view themselves as a bridge between the client and their stakeholders, ensuring that all communications are cohesive and accurately reflect the client's brand voice. They must always be on standby, and they should know the business inside and out to tailor relevant and resonating messages.
At my firm, we often serve dual roles, as corporate communicators and crisis advisors. I've found that the key to success is the ability to immediately translate complex regulatory guidance into community-ready messaging. for instance, this can be key when embedded with a county emergency operations center to assist with public outreach after a natural disaster. Having a deep understanding before the crisis happens can accelerate message delivery and improve citizen satisfaction.
Whether it's addressing social topics of concern or managing community relations during significant projects, marcom teams must ensure all communications reflect the client's values and effectively address public concerns.
This messaging requires more than a savvy writer. It takes a team that can build consensus, read public sentiment and gracefully navigate politically charged environments.
Creating content that addresses the crisis at hand and seamlessly ties back into the broader brand strategy is one of the most difficult balancing acts for marcom teams during a crisis. Whether it's press releases, social media updates or direct communications, each piece must add value and bolster the brand's image.
This strategic content creation is key to surviving a crisis and emerging stronger on the other side. A crisis is not the time to reinvent your voice; it's the time to reaffirm your values. Thoughtfully crafted messaging should reflect who you are, not just what you're reacting to.
Marcom teams are essential players for public and private organizations worldwide. They skillfully manage everything from routine brand awareness to full-blown crisis mitigation. Their ability to react quickly, maintain clarity and tailor communications makes them indispensable.
In the sectors where lives, livelihoods and taxpayer trust are on the line, marketers' roles are not just about telling stories; it's about protecting reputations, shaping public understanding and helping communities recover. And that's a responsibility we don't take lightly.
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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