Crisis management, at its best, is crisis avoidance.
Crisis avoidance involves excellent issues management.

Issues management is the wide scope of activities that can help an organization manage issues which, if not properly managed, could become a crisis.  Good issues management creates a wall of protection, or a cushion, in times of crisis.

 Communications in times of crisis are credible only if you already have a cushion of credibility from quality, believable, and reliable issues management communications prior to the crisis. Your actions must be consistent with your words.

The most fundamental component of issues management is a clear, consistent message.

First, be clear what your message is intended to accomplish.

Effective messages are spoken in the language of the listener; in other words, the message means something to the person with whom you are communicating. Present information in terms of benefits to the listener. Don’t just flash tons of features that may or may not click with the listener and only have meaning for you.

Memorable messages must include one or more of the following elements (know your audience when using any of the following):

• Light humor and for issues management only. Be warned, though, what is funny to you may not be funny to someone else. During times of high stress and distress, humor rarely is effective and often compounds the problem. Humor should not be used in crisis communications.
• Alliteration
• Play on words (Again, for crisis messages, this is unlikely to be well received. But it is useful in issue management.)
• Emotionally charged words
• Repetition
   

 Effective messages are delivered clearly, directly, and empathetically. Never be condescending. Professional assistance with message development and media training is a prudent investment.

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