Hiring the right crisis communication partner is important. Whether you’re hiring internally, externally, or are a consultant who is bringing on a new client, there’s one thing in particular that should be at the top of your list to uncover during the interview process: the person’s perspective on crisis.
In other words, are they passionate about crisis communication and, if so, what aspects are they most passionate about, and do those aspects align with your organization’s mission and vision?
As you know, Crisis Ready is about more than just having a plan that sits filed and waiting; and crisis communication is about more than just saying the right words to put a crisis or an issue to bed.
Mindset is one of the three core components of a Crisis Ready® Culture and a skilled Crisis Ready® Leader.
The way one chooses to see any form of disruption, directly impacts the actions they take, which directly impacts the results that ensue. This means that one’s mindset is a foundational component to your issue and crisis management success — and ensuring that you’re bringing the right person onboard who will champion the right mindset for and with you, is crucial.
It’s the difference between your crisis response creating Crisis Response Penalties, and your crisis response creating opportunities for growth, evolution, and above all else, connection.
So, when you’re interviewing for this role, enter the discussion knowing what your crisis communication goals are and, moreover, why they are what they are. Then, make sure that the person you’re teaming up with isn’t just onboard, but is passionate about helping you achieve this – both in your readiness and in your in-the-moment crisis management.
Why am I saying this?
Because I got off a call with a new client last week and, at the end of our initial conversation he said the following to me:
“I’ve spoken to dozens of crisis management and crisis communication experts over the last months and none of them showed me that this terrible situation can mean something bigger, something greater, something more purposeful for my life and the positive impact I can have on the world.”
This was a big, beautiful statement. And, as he said it, I realized even more clearly that I’ve always been so particular about the clients I choose to take on. And with very good reason.
His statement also got me thinking about Crisis Ready® and what we stand for, about the effects and the impact that crisis communication leaders have through the work we do, and about you and how much you deserve this type of support.
This person wasn’t saying that the other experts he interviewed were bad or wrong. Neither one of us is saying this. What I’m saying is to find the expert, the partner, who sees the bigger picture when it comes to dark and heavy storms.
The one who knows what your brand stands for and who will be excited, passionate, and motivated to stand with you during the most challenging of moments, helping you emerge with deeper connections, stronger trust, and increased brand loyalty and advocacy from those your brand is designed to serve.
The Takeaways…
For in-house practitioners
Whether you’re hiring for an in-house position, an external consultant, or a combination of the two, come to the conversation with a clear understanding of the following:
- What are your brand’s core values? What do you stand for and live by—and why? What are you unwilling to compromise on?
- What is your definition of overall crisis management success and, even more specifically, crisis communication success?
With these important aspects defined, consider asking the following questions as part of your interview process:
- What do you love about the work you do in crisis communication?
- How do you define crisis communication / crisis management success?
- If the above answer is in alignment with your values and definition of success… How will you help us achieve this, both prior to and during a crisis?
- Present them with a crisis scenario that you’ve already thought through and ask them to walk you through the risks at-play, how they would help you mitigate and overcome them (actions, high-level communication strategy, etc.), and what their bigger vision towards connection and strengthening brand equity through an effective response looks like.
For crisis communication consultants
The interview process with your clients should go both ways. They’re interviewing you and you are also interviewing them. It’s important that you feel really aligned with your vision of a Crisis Ready world and your client’s willingness to play their part in creating that world when it matters most.
Crises are vulnerable times and, if you’re in alignment with the Crisis Ready® Values, then you want to make sure that your clients understand what that means for them and the courage it takes to stand up in times of a crisis and truly lead effectively. You also want to communicate how you will help and support them in achieving this — and why you feel strongly about it.
So, as the client interviews you, make sure their core values and their definitions of crisis management success align with your vision and your skills. Because those are the clients you’ll feel the most excited about serving and working with.
And P.S. Have the answers to the above questions ready to go 😉
For Educators
Share all of this with your students. Help them understand that crisis communication is such a powerful opportunity to serve, to protect, and to connect in meaningful ways that can reduce suffering and pain. Crisis communicators have a massive opportunity to make the world a better place.
Have them undergo an exercise that asks them to define their core values and what their greater vision of crisis management / crisis communication success is. Get them excited about the positive impact they can have on the world, and let them know that they are also allowed to choose their clients and/or the companies for which they will work.
Founder and CEO of the Crisis Ready Institute, Melissa Agnes is the author of Crisis Ready: Building an Invincible Brand in an Uncertain World, and a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.
