How to identify your key constituents and tailor your message appropriately.
In a fast-moving crisis, it’s important for leaders to communicate with their key constituencies, early and often, and with empathy, honesty, and transparency — even when you don’t have all the answers. Start by putting together a centralized communication team. While decentralized communication may be desirable in large, complex organizations, in an emergency or fast-moving situation, you need a crisis communication team composed of key leaders. From there, develop messaging for key constituencies, including your employees, customers, shareholders, and community. The author offers tips for communicating with each.