Post-crisis opportunities

Once the frenzy of a crisis has subsided and a sense of normalcy has returned, the focus should shift to the library’s ongoing goals, its alignment with the institution’s educational mission, and a proactive communication strategy. 

How the post-crisis phase is handled is just as important as the crisis itself, especially in the long term. When executed properly, post-crisis communication can strengthen ties with stakeholders, build a positive reputation for the library and create future efficiencies. 

Here are clear steps for communicating once a crisis has ended:

• Review and debrief: Reconvene with the crisis communication team and others involved in communicating about the crisis to candidly discuss what worked and what didn’t. Use this time as a learning opportunity. Summarize the issues, key strengths, and outcomes in a report to educate those outside the crisis communication team on the decisions that were made.
• Determine next steps: Identify what you need to do next. Do follow-up communications need to be shared with stakeholders? Which team members are responsible for them? Is additional training needed for staff, or does a consultant or outside speaker need to be brought in? Does the library director need to speak directly with constituents? Put target dates on the calendar and deliver on any communications that were promised.
• Edit and build upon the crisis communication plan: Make tweaks to the plan while everything is fresh in your mind. Add or revise roles, outlines, template releases, social media posts, passwords, contact information, and other details that will improve the execution of the plan in the future. Identify ways to streamline communication—doing so now will add future value to the plan. 
• Implement a proactive communication strategy: As the crisis wanes, consider when it is appropriate to reengage with stakeholders on news/content/activities that are unrelated to the crisis. Think about ways in which you can reinforce positive messages about the library. Depending on the nature of the crisis, you may also want to consider whether an ongoing campus dialogue is necessary. While it’s never appropriate to pretend like the incident never happened, there are strategic ways to shift focus back to the positive. 
• Learn from the past: Pay attention to any situations that might cause a repeat or flare-up of the crisis and do what you can to mitigate them. If an incident reoccurs that is beyond your control, respond swiftly and carefully. Be prepared for different scenarios and begin to draft key messages based on what you experienced in the past.
• Continue to listen: Just because a crisis has ended doesn’t mean the public discussion has. Continue to monitor social media and listen to the conversations that take place after the crisis has subsided. Is a particular viewpoint gaining traction, and if so, is a follow-up response necessary? Additionally, review how you used social media during the crisis and how the dialogue hurt or helped the situation. This assessment will help determine the role that social media will play in the next crisis.