Reflecting on some of the most recent crises I’ve been involved in as an advisor, I asked: what am I really contributing?
I concluded by far the most valuable contribution was an outside perspective. Looking at the event and issues from the viewpoint of the customer, the stakeholder, the reporter, the victim, the detached observer. It is often very difficult for even the best communicators who are deeply embroiled in a problem to maintain that outside perspective. It’s the main reason why I think it is probably essential that your crisis communication plan include a qualified person completely outside your organization.
I worked on a plan for a major oil company a few years ago and saw in their plan the role of a Communications Advisor. In their case, it was intended for a specific PR expert who had a strong relationship with the President. But, it struck me as such a good idea I have built that role into almost every plan I have worked on since then. The responsibility of that person is to maintain a 30,000 foot view, maintain contact with stakeholders outside the organization, and represent an honest, objective and uninformed perspective.