Being Ready for a Crisis Response

Being Ready for a Crisis Response

As adults, most of us try to anticipate the worst and prepare accordingly. If you’re lighting fireworks, you keep water nearby. If you’re using a chainsaw, you wear safety gear. And if you’re climbing a ladder, you wear the proper footwear. (You don’t? Yeah—my husband doesn’t either.)

You get the idea.

As an organization, you never know when a crisis might hit. That’s why preparation is key —things like liability insurance, preventive maintenance, and planned equipment upgrades are just part of being ready.

When a Crisis Hits

One of our healthcare clients recently faced a very different kind of crisis. In the midst of proposed legislative cuts, an article named them as a hospital at risk of closing. No warning. No chance to verify facts. Just blindsided.

The good news? Our team quickly pulled together a response plan. And I’m happy to say we turned a negative narrative into an opportunity for transparency. We addressed the concerns head-on and gave real answers to real questions.

Here’s how you can do the same when your moment comes:

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Have Your Ducks in a Row

1. Appoint a Spokesperson
   Identify who will speak on behalf of your organization—your CEO, board chair, department lead, etc.
2. Be Media-Ready
   Keep updated bios and headshots on file for key individuals. A high-quality image of your facility is also helpful.
3. Get a Clear Head on Board
   Know who you can count on for a level-headed perspective and rapid response. (Jet Marketing is great for this.)
4. Have a Press Release Template Ready
   Keep a polished boilerplate about your organization on hand—what you do, your history, and your mission.
5. Invest in Social Media
   Build a consistent and authentic presence now, so when a crisis arises, your audience is already listening and ready to advocate for you.
6. Craft a Strong Message
   Your response should be simple, clear, and easy for others to repeat and share.  Try not to exceed one page and be sure to include who to contact for more questions.
7. Start With Your Team
   Your staff deserves clarity first. Be honest, even if that means telling them when you will be ready with answers.
8. Leverage Media Relationships
   Nurture those connections—trusted journalists can become important allies during a crisis.

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PR pros might cringe that I’m not insisting you have a fully built crisis communications plan on a shelf somewhere. And sure, some of these tips should be part of that.

But here’s the thing: a crisis plan only works if it’s updated and practiced—just like an emergency drill. So whether you’re following a formal plan or calling in reinforcements, Jet Marketing is here to be your calm-in-the-chaos crisis response team.

I just can’t promise proper footwear.