How to Build a World-Class Crisis Communications Playbook

How to Build a World Class Crisis Communications Playbook -- Gerard Braud

For 20 years, Gerard Braud has studied all of the pains, problems and predicaments associated with crisis communications, and he has worked with companies of all sizes to reboot their crisis communications playbooks. At the PRSA 2015 International Conference, Nasdaq hosted an interactive workshop with Braud on “How to Build a World-Class Crisis Communications Playbook.” In the session, he shared the five steps he thinks all organizations must take on a clear sunny day, in order to be successful on your darkest day.

View the complete 1-hour session for more on these five steps along with practical tips and best practices.

1. Vulnerability Assessment (12:00)

2. Pre-written news Release Templates (22:45)

a. First Hour: First Critical Statement

Gerard's First Critical Statement template is a fill-in-the-blank document that can be modified in minutes and then distributed to the media and stakeholders. Download your copy now and never start with a blank page again.

b. Second Hour: Detailed Release from Pre-written Library

Prioritize channels by categorizing releases by the following: In person to media, Web to world, Email and web for employees, Email and web to stakeholders, and Social media

3. Crisis Communications Plan (27:00)

a. Gather Information

b. Assemble Crisis Management Team

Read our blog post on The 6 People You Need on Your Crisis Communications Team to be sure you have these six roles represented—and collaborating—on your crisis communications team.

4. Media Training (35:30)

5. Crisis Drill (42:20)

For more expert advice on improving your crisis and issue management, get your copy of our new guide: How to Build a World-Class Crisis Communications Playbook.

Allison Gosman



Nasdaq Corporate Solutions helps organizations manage and master the two-way flow of information with their audiences. Around the globe, market leaders rely upon our unmatched suite of advanced technology, analytics and consultative services to maximize the value of their work—from investor relations and corporate governance to public relations and communications.

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