Crisis Communications 101
Churches and nonprofits must communicate clearly with the media, members and donors when things don’t go as planned.
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A first impression is a lasting impression. That’s why it’s important for churches, ministries and nonprofit organizations to be prepared to respond to the media, their members and the general public in the event of a crisis. Word travels fast in our era of instant communication. As a result, organizations need to be ready with a response plan before a crisis occurs. But how can we respond to a crisis before it happens? Of course we can’t. But we can create a crisis communications team and process while things are calm. This includes establishing relationships with experts, such as an attorney or media professional, whom you will need if a crisis breaks out. Every situation will be different, but your response can be more effective if you are not beginning at ground zero. In addition, having some basic insights about how the media functions will give you a quiet sense of confidence.
Scenarios that require a response
Still skeptical? “What could happen at our quiet little church?” Or, “We just run a food pantry. Why do we need to prepare for a ‘crisis.’”? Here are some real scenarios that have put churches and nonprofits in the news:
Sexual abuse: It’s the number one cause of litigation against churches.
An act of violence during a worship service or event.
An act of violence occurs after hours, but on your property (parking lot, etc.).
Food poisoning related to a meal served at your facility.
Embezzlement.
A staff member is arrested.
A cyber attack results in financial loss and exposure of the personal information of members/donors.
Neighbors launch a noisy protest and attempt to stop your facility expansion.
A church/nonprofit vehicle accident results in injuries or deaths during travel to a sponsored activity.
A community member objects to a church’s doctrine and membership requirements and files a lawsuit alleging discrimination and emotional distress.
Those are probably enough examples to give an idea of the daily risks that public-facing organizations can experience. To be of service to our clients, Ministry Pacific is providing these crisis communications resources. Featuring guests Megan Neher and Roy Harryman, this webinar lays out the challenges churches and nonprofits may face, how to establish a plan, and best practices for dealing with the media.
