There are a few basic elements required for successful digital crisis communication, the least of which is that the communication piece begins long before getting even a whiff of trouble.

This has long been the case offline. But as companies move beyond dipping in a toe and dive into developing a robust social media and digital presence, the need for attention to online crisis communication and rapid response is elevated.

Responses to advice to take a proactive approach to crisis communication is typically met with a look of confusion. Stick with me. It’s approaching digital communication with the expectation that at some point there is likely to be a problem that needs addressing. I can’t go to a bank and simply get money by asking for it when I need it. First, I open an account, deposit money, and secure a debit card and checks. Then, when I need it, it’s there.

The same principle can be applied to developing a relationship of trust and dependability around your brand online among target audiences, including customers, the local community, regulatory decision-makers and the media. Define who you are as a brand, as a company, as a service provider and product before a sticky situation arises.

Something may pop up before this is possible, in which case you will be in a position of reacting without having first established yourself. It is still a manageable situation, just not ideal. Facing a crisis situation prior taking a proactive approach to preparing for a potential crisis in the future gives the crisis the opportunity to define you before you can define yourself.

What if the definition of the word “nose” changed tomorrow and was no longer the thing in the middle of your face, but instead the knob used to open doors. It would be much more challenging to convince people of the new definition of the word than if it had been that way from the start.

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