What can you learn from a crisis? From this recent PRSA Los Angeles event, it’s clear there’s quite a lot. On Wednesday, we met with some of the brightest minds in PR and crisis communication for our annual State of PR encounter, which this year (no surprise) focused on making the most of the worst times.
Throughout the thought-provoking reflections about the LA fires, we saw how transparency, competency, and empathy form the trust trifecta that no crisis response can afford to overlook. Here are three key insights that stood out:
Empathy and relationships are foundational
KERJON LEE from Los Angeles County Department of Public Health reminded us that effective crisis communication starts well before the crisis hits. Building trust and strategic relationships in peaceful times sets the stage for recovery when challenges arise. A mantra to live by: “Get the right info to the right people so they can make the right decisions.” Prepare relentlessly and ensure your voice is aligned with your community’s needs.
Be a calm voice amid the storm
Leigh Lehman from GoFundMe emphasized the importance of being the steady voice in the room during a crisis. She encouraged us to break down complex problems into manageable tasks and update that crisis playbook as a living document to ensure adaptability.
Keep messaging simple and culturally nuanced
Lakshman Rathnam from Worldly and Jason Levin from Edelman highlighted the importance of narrative simplicity and cultural awareness in communication. Whether through real-time translations or consistent internal messaging, the goal is to foster understanding and trust.
And while perfect playbooks are essential, I left the event wondering how to best support people (including one’s self) in a crisis. How do you ensure your sanity in a crisis? How do you support your team? Share your crisis self-care ideas below!
Thank you to Marisol Barrios Perez, MSPA, APR for your fabulous leadership in this great first event of the year!
By Melendy Britt, PRSA-LA Board of Director
