Developing the Next Generation of Crisis Communicators

Have you wondered why organizations seem to face more crises today than they did in the past? Is it because the world now holds companies more accountable? 

Crisis communication was around long before the infamous Tylenol murders of 1982, in which seven people in the Chicago area died after ingesting capsules laced with cyanide. Today, however, technology is accelerating the rate at which information spreads in a continuous news cycle. 

When issues arise, companies have to respond quickly. Most organizations assign their top executives to handle sensitive crisis situations, but doing so underestimates the value that young communicators such as myself can bring to crisis teams.

Last year, the firm where I work, PERITUS public relations in Birmingham, Ala., made the decision to strengthen its crisis communication skills from the top down. At that point, I had been working for the firm — my first professional position since graduating from Mississippi State University in 2019 with a bachelor’s degree in communication — for about a year. In just 12 months since the firm decided to boost its crisis communications capabilities, I’ve gained the confidence and skills I need to help our clients navigate the crucial turning points they encounter when crises occur. 

From a global pandemic to a companywide repositioning, I have been trusted to strategically prepare for crises and help our clients communicate with those who matter to them most — all just two years into my career.

Our firm has seen firsthand how developing a skill as a team can improve the trajectory of a young professional’s career. Here are four reasons to invest in your young talent:

Top management can’t go it alone.

In PwC’s 2019 Global Crisis Survey of senior executives, 69 percent of respondents said they had experienced at least one crisis in the past five years. Ninety-five percent expected to be hit by a crisis in the future. 

At the time, little did they know that COVID-19 was looming on the horizon. The pandemic would prove to be a wakeup call for companies that found themselves scrambling to respond. 

With crises lurking around every corner, organizations need a bench of professional communicators who are ready to assist their executive teams. 

New professionals offer new perspectives.

Much like their millennial predecessors in the field, Gen Z pros have a strong connection to practicing public relations with personal ethics. According to Deloitte’s 2021 Global Millennial and Gen Z Survey, 49 percent of these digital natives base the work they will do and the companies they will work for on their own values. 

These young PR pros read the pulse of trending topics and know the social issues that people are discussing. They can help companies spot a crisis brewing that the organization might not see otherwise. Empower them to be your company’s extra eyes and ears.

Strategic thinking goes beyond crisis management.

In PwC’s survey, only 25 percent of employees outside the C-suite felt prepared to respond in a crisis. Investing in the strategic-thinking skills of your young professionals will serve them well in crisis management and beyond, while also benefiting your entire team in the long run. 

Resources such as PRSA’s Crisis Communication Certification Program can help new professionals develop these skills. (I earned mine in November 2021.) Young PR pros can also learn from books such as “The Agony of Decision: Mental Readiness and Leadership in a Crisis,” by Helio Fred Garcia. 

By helping young professionals develop strategic-thinking skills early in their careers, companies will also train stronger teammates who can take on more responsibility.

New professionals are the future of our profession.

By the year 2030, every member of the baby boom generation will be 65 or older. Many are already retiring. If millennials and Gen Z’ers are the future of the PR profession, they need to be exposed to real-world crises under seasoned leadership. Helping them now will pay off later.

Here are three ways to encourage young PR professionals to start fine-tuning their crisis skills:

• Give them firsthand experience. The best way to learn is through experience and practice. The next time your client or company faces a crisis, include younger teammates in your response. Let them sit in during meetings and ask questions. Give them the opportunity to draft statements. Afterward, follow up with them and share lessons learned.
• Analyze past and current crises. Encourage young PR professionals to learn from past and present crisis successes and mistakes. Maintain an open dialogue about current events. Set aside a few minutes in your weekly meeting to analyze how other PR pros are handling the issues of the day.
• Encourage young pros to build networks. To help young PR practitioners develop their crisis skills, give them the time and resources to build professional connections and relationships outside of your organization. Learning from other mentors will help them gain new perspectives and bring fresh ideas to your organization.

My firm challenged me to share what I’ve learned with students across Alabama.

In response, my team spearheaded a virtual crisis panel for local college students, so they could connect with young thought leaders in the industry. These thought leaders shared their crisis trials and successes and described how they helped companies weather tough times. We also created a crisis simulation that let students put their knowledge into practice by helping a fictitious client navigate an all-too-real reputation nightmare.

As young communicators, we have a lot to offer and are eager to learn from senior-level leaders in the profession. We just need the opportunity.