A crisis communication plan is not complete if it fails to address the role of spokesperson.

One of the most important elements of your plan is determining who in the company can most effectively talk with the press.

You may find as you meet with people that many have never had any formal media training. Offer to conduct media training for those who need or want it.

If a manager expresses reluctance about being a spokesperson, simply equate talking to the media with giving an important presentation. The skills necessary for success in both arenas are very similar. Essentially, it's all about poise, communication skills, careful consideration of thoughts before turning them into words, and preparation.

Crisis Communication Planning: Organizing and Completing a Plan That Works provides companies with valuable tips for creating a successful and complete crisis communication plan.
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