Don't make the same mistakes twice

Good news. You've made it! The height of the crisis has quieted down; but there is still work to do.

Good news. You've made it! The height of the crisis has quieted down; but there is still work to do.

Now is the best time to incorporate lessons learned into your crisis planning and make any necessary updates to your crisis plan with your PR and crisis management team.

Your professional crisis communications team will have tracked how different strategies worked as the events unfolded.

You and your staff may be exhausted from the long hours and sleepless nights, but as soon as things have settled down just a bit, it is important to review the data to see what lessons can be drawn from the experience before moving on.

Your crisis communications team should also continue to look for opportunities to redirect the conversation about the situation, even after the dust has settled. They should review all media reports published or broadcast throughout the crisis to monitor the collective tone of the reporting and target potential opportunities to redirect the narrative in a way that projects your company, organization, or institution in the most positive light.

The team should interview senior executives who had direct media contact to determine whether there are additional opportunities to reinforce your brand's core crisis message.

It's important to use common sense after a crisis, especially one with tragic outcomes. Think carefully about how any comments or actions will reflect on your company, organization, or institution.

Remember, most crises are man-made and can be handled before they turn into a media nightmare with smart decision making.

George Regan is CEO and president of Regan Communications Group.

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