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Follow, observe, observe.
How do you survive a disaster?
Viewers, viewers, viewers.
Forgive the spin on the traditional joke. However understanding your viewers and their expectations is the important thing to weathering any disaster.
That was the message delivered by James Shackelford, APR, vice chairman of amfAR, The Basis for AIDS Analysis, in his presentation on disaster fast response rules at Ragan’s Strategic Communications Convention.
Shackelford supplied a listing of questions it’s best to ask when creating your disaster plan — and the vast majority of them need to do with understanding your viewers. However earlier than you begin on these, he recommends beginning by constructing out a model persona, identical to you’ll a buyer persona. Understanding who you’re as a company forward of time helps you be higher ready to react within the second.
The most important, overarching query to ask is: What’s the reputational influence of this second? Do we have to act or not?
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