Strategies & Tactics

Leveraging Employees as Authentic Voices During Crises

June 27, 2018

[ikon images]
[ikon images]

The following article is part of the e-book, “The New Rules of Crisis Management — Issues and Crisis Planning & Response in the Digital Age,” published by RockDove Solutions, a sponsor of PRSA.


Imagine how you would feel if you heard about a family secret from a third party on the internet, or in the news. This is exactly how employees feel every time they learn about a significant announcement or a crisis from somewhere other than company leaders.

Technology is a double-edged sword, allowing information to travel at up to 50 megabits per second, and sometimes even faster, to an estimated half of the world that uses the internet. At the same time, it also gives everyone a voice to publish their opinions, share information or create something that goes viral in real-time.

This kind of technological progress requires a well-thought-out crisis communications strategy that gives a company the ability to communicate quickly, accurately, consistently and systematically to all of its stakeholders, especially to its employees.

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Digital Edition