Before “it” hits the fan

We’re just about to start working with a new client to create their first ever comms response matrix + I’m so keen. Before I lose you – it may sound complex or unnecessary, but I promise – it’s neither. Just bear with me a tick 😉

Basically, a comms response matrix is just a plan to decide in advance how you’ll respond when something happens that you don’t particularly want to happen. Because every business has those moments. A key staff member leaves. A system goes down. It’s also for the big stuff – contentious issues, a data breach, anything that suddenly puts you under a spotlight (fingers crossed – not us hey!). That’s when this type of plan becomes truly invaluable.

A comms matrix allows you to think clearly while you’re calm + level-headed. Instead of reacting on the fly, you map out simple “if this, then that” scenarios. If this situation arises, who needs to know internally + how quickly? Does anything need to be communicated externally, or is it better not to say anything yet? Is it a phone call, an email, a website update or a short social post? And just as importantly, who is responsible for doing what?

You can also include some basic templates – for eg a social media post or the start of an email – so that if one of the scenarios on your list does actually happen, you have a starting point. When you’re stressed or emotional or seriously have no time – or all three – this can be the biggest lifesaver. If you’ve ever seen a business owner blow up on socials at someone + thought, hmmm probs would have been better to keep your cool there – this is how you avoid being that person.

Because when something unexpected happens, we’re rarely at our best. When something crapola happens (which it will, because reality) – you’ll be busy, stressed + focused on solving the actual problem. That’s not the time to be debating tone, wording or whether something should be said publicly at all.

What I’m always reminded of when doing this work is that it’s not just for big organisations with communications teams + policies. A small business can do this on a single page. A sole trader can jot it down in a Notes app. The scale doesn’t matter – putting in a little time to think it through does.

Plan it cold, so you don’t react hot.

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