When you are dealing with a crisis, it is very important to protect the organizational reputation and maintain the trust of internal and external stakeholders. An important task in a crisis situation is the role of the spokesperson. In this article we discuss some crisis management what the role of a spokesperson is during a crisis, the benefits of deploying an interim spokesperson and the important characteristics of a good interim spokesperson.
What is crisis management?
Crisis management is the process of identifying, managing and resolving a crisis within an organization. We define a crisis as 'an unexpected event or situation that disrupts normal business operations and has potentially harmful consequences for the organization'. This can range from natural disasters and technical failures to legal disputes and reputational damage.
The role of a spokesperson in a crisis
A spokesperson plays a crucial role in crisis management. The spokesperson is responsible for communicating with both internal and external stakeholders during a crisis. He or she serves as the face and voice of the organization, and aims to provide transparent, accurate and timely information to prevent rumors and maintain trust.
During a crisis, a spokesperson must be able to:
- Respond quickly to developments
- Communicate effectively with different target groups
- Convey the message consistently
- To deal with critical questions and negative publicity
- Collaborate with internal teams and external parties
The benefits of an interim spokesperson
Many large organizations employ a spokesperson, especially if there is regular contact with journalists. Still, hiring an interim spokesperson during a crisis has a few additional benefits. Even for organizations with their own press spokesperson. We list them for you here.
1. You hire an experienced professional
An interim spokesperson is often an experienced communications professional who is familiar with crisis management. They have the necessary expertise and skills to deal effectively with crisis situations.
2. An outsider is more objective and is perceived as more neutral
An interim spokesperson is separate from the organization and has no personal involvement in the crisis. This allows him or her to remain objective and provide neutral information.
3. A specialist can be deployed quickly
Interim professionals are used to scaling up quickly and can be deployed immediately at the start of a crisis. This ensures a quick response and minimizes further reputational damage.
4. A specialist offers more flexibility
You only hire an interim spokesperson for the duration of the crisis. This means there are no long-term contractual obligations and offers flexibility to the organization.
Important characteristics of a good interim spokesperson
A good interim spokesperson must have several important characteristics:
- Communication skills: the spokesperson must be able to translate complex information into understandable messages for different target groups.
- Empathy: Showing empathy and understanding the impact of the crisis on stakeholders is essential for maintaining trust.
- Calm under pressure: A good spokesperson remains calm and focused, even in stressful situations. And can deal effectively with difficult questions or criticism.
- Think and act quickly: During a crisis, quick decision-making and action is required. An interim spokesperson must be able to think quickly and act appropriately.
To be successful in crisis management, it is important to use the right spokesperson who possesses these characteristics. By using an experienced external professional with specific expertise in this area, you as an organization can respond more effectively to a crisis and minimize reputational damage.
Tips for hiring an interim spokesperson
If you are looking for an interim spokesperson for your organization, it is important to find the right person who suits your needs and objectives. In this article we will give you some valuable tips to help you with the selection process.
1. Define your needs
Before you start looking for an interim spokesperson, it is important to understand exactly what you need. Determine what tasks and responsibilities the spokesperson will have, how long the hiring period will be and what budget you have available.
2. Experience and expertise
Look for an interim spokesperson with relevant experience in your industry or sector. Familiarity with the specific challenges and dynamics within your field is extremely valuable. In addition, the spokesperson must have strong communication skills, both written and oral.
3. References and portfolio
Ask potential interim spokespersons for references and review their portfolio. This gives you insight into previous projects and the results they achieved. Contact the references to ask about their experiences.
4. Flexibility
One of the benefits of hiring an interim spokesperson is the flexibility it offers. Make sure the spokesperson is willing to quickly adapt to your organization and its specific needs. A good interim spokesperson should be able to quickly become familiar with your corporate culture and communication strategies.
5. Budget
The budget of course also plays an important role when hiring an interim spokesperson. Make clear agreements in advance about the rate, working hours, any additional costs and payment terms. Compare different quotes to make an informed choice.
6. Confidentiality
An interim spokesperson needs access to confidential information within your organization. It is therefore crucial that you can rely on the discretion and integrity of the spokesperson. Ask about their experience working with confidential information and how they deal with ethical dilemmas.
7. Contractual agreements
Ensure that all agreements regarding the hiring of the interim spokesperson are recorded in writing in a contract. This prevents misunderstandings and provides clarity about expectations, responsibilities and duration of the collaboration.
Valuable solution for crisis management
Hiring an interim spokesperson can be a valuable solution for organizations that temporarily need additional expertise in the field of communications. By carefully selecting based on experience, references, flexibility and budget, you can be sure you find the right person to suit your needs and objectives.
Also read: everything about crisis communication and how to get one crisis communication plan makes.
Need help with crisis management?
Good crisis management does not happen overnight and can be a challenging task. Do you need help putting these tips into practice? Then take Contact contact us, we are happy to help you!