Crisis Communication and Issues Management
Crisis Communication and Issues Management
This domain tests structured response when facts are incomplete and scrutiny is high: assessing severity, convening the right people, protecting people, and communicating consistently.
Core rules
- Activate a crisis team and name one lead spokesperson. Include athletics communications, compliance, legal, campus communications, and appropriate student-welfare or public-safety offices.
- Assess severity by harm, legal exposure, operational disruption, and likelihood of escalation. Match the response level to the risk.
- Issue a first statement that acknowledges the issue, states what is known and unknown, explains next steps, and gives an update time. Do not speculate or assign blame.
- Coordinate with investigations. Avoid promising outcomes or commenting on personnel matters before due process.
- Brief internal audiences first, then external stakeholders. Monitor misinformation and correct material errors with verified facts.
- Document decisions, timestamps, and approvals. Conduct an after-action review.
Worked example
An anonymous video alleges hazing in a locker room. The communications lead convenes the crisis team, confirms the institution is reviewing, and drafts: “We are aware of the video and take the allegation seriously. Student safety is our priority. The institution is reviewing the matter and will share verified information as appropriate.” The team briefs coaches and staff, routes media to the statement, and sets a 4 p.m. update. Reasoning: it shows care without prejudging facts, preserves investigation integrity, and prevents staff from improvising.
Traps that cost marks
- Denying allegations before verification.
- Commenting on discipline or personnel decisions.
- Deleting posts or hiding comments, which can amplify suspicion.
- Giving different timelines or facts to different audiences.