CASE STUDY: ENVIRONMENT
Proactively Planning for the Inevitable
These days, it’s not if, but when a crisis will strike. Every organization is at risk for a crisis, whether from a mistake, a scandal, a natural disaster, or a malicious data breach. Realizing it was no exception, Ocean Conservancy, an international environmental advocacy nonprofit, asked The Hatcher Group to develop a crisis communications plan and train staff on the plan. The organization’s media and digital footprint were growing significantly, and the political and media environment were volatile, adding to the immediate need.
The Hatcher Group conducted a comprehensive communications audit, including interviews with key staff from the leadership and communications teams to take a deeper dive into current practices and perceived threats. We documented findings and used them as the basis of the key elements of the crisis communications plan, including processes, the roles and responsibilities of staff during a crisis, and a review of possible key threats. We also drafted a crisis communications definition specific to Ocean Conservancy, prepared sample internal and external holding statements, and provided guidance on how to stop a crisis situation from escalating. In addition, we prepared a protocol for responding to social media posts that could be perceived as negative. Finally, we trained staff on the plan, addressing possible situations and responses.
- Ocean Conservancy is prepared to respond quickly and effectively in a crisis and uphold its stellar reputation
- Staff are ready to respond to crisis communications situations