The Time to Prepare is Now: Lessons from a Crisis Communications Workshop
"When should we respond?"
It was the question that came up more than any other when I surveyed participants ahead of a recent crisis communications workshop for members of Business and Arts NL.
The advance survey gains insight into their experience, concerns, and goals so I can ensure the training is tailored to the realities of the group. When asked what they were most unsure about, participants overwhelmingly focused on timing: when (or whether) to speak publicly, when to engage online, and when to involve others in responding to an issue or crisis.
The truth is that there is no simple answer. No formula. No magic timeline that applies in every situation.
In issues management and crisis response, leaders are often faced with an overwhelming number of decisions and increasing pressure to make (and communicate) those decisions quickly. While there may not be a perfect answer to the question of timing, there is a clear answer to the question of preparation timing: the time to prepare is now.
Preparing for potential issues and crises before they occur helps clear the fog of uncertainty that often accompanies high-pressure situations. It creates the space needed for sound judgment, thoughtful decision-making, and strategic communication.
One of the key messages from the session was that preparedness doesn't have to be complicated or perfect. Even organizations with small teams and limited resources can take meaningful steps to prepare for "what if" scenarios. Simple conversations about roles, decision-making, audiences, and organizational values can make a significant difference when an issue arises.
The session was designed to provide practical concepts, tools, and frameworks that participants could adapt to their own organizations, regardless of size.
The feedback shared afterward reinforced the value of investing time in training and preparedness:
"This workshop provided a clear crisis response framework that works for organizations of various sizes. This empowers even small organizations to respond to crises based on their values, ultimately supporting a more transparent and equitable arts ecosystem."
"I found this webinar very helpful and clarifying. Sarah really knows her stuff and it was great to have her share her expertise. There were a lot of takeaways that will help our team."
"This workshop was very insightful. There were many key takeaways, such as how different messages or the time between responses may be interpreted, and that having a response plan in place can help mitigate further harm or misunderstandings."
Training remains one of the most effective ways for organizations to build confidence and capability before they need it.
At Cove Public Affairs, I offer customized workshops, training sessions, and coaching on crisis communications, media relations, stakeholder engagement, issues management, and related topics.
Handling the Moment is my flagship crisis communications training program and is available in a variety of formats, from condensed workshops to full-day sessions featuring customized scenarios and practical exercises. The title of the training reflects a reality many leaders face. Issues and crises don’t wait for a convenient time, and there is rarely perfect information available. The challenge is learning how to handle the moment with confidence, sound judgment, and a clear communications strategy.
Every session is tailored to the organization's needs, goals, and operating realities, with a focus on practical tools participants can immediately put to use. In the full-day version of my Handling the Moment training program, participants have time to put the concepts into practice by working through realistic scenarios tailored to their sector, organization, and role. They are asked to make decisions in real time, determine communications strategies, and navigate the competing pressures that often emerge during issues and crises. The goal is not simply to learn the theory, but to build confidence in applying it when the stakes are high.
Interested in crisis communications training for your team? Learn more about Handling the Moment or contact Cove Public Affairs to discuss a customized workshop.
“I found this webinar very helpful and clarifying. Sarah really knows her stuff and it was great to have her share her expertise. There were a lot of takeaways that will help our team.”
