In today’s unpredictable climate, crisis communication has never been more critical for tourism and outdoor industry professionals.
Last week, Jennifer Miller and Katie Trexler McLean were invited by the Colorado Tourism Office to deliver this training to industry members across the state. They provided a three-hour training session to members of Colorado’s tourism industry, equipping them with essential tools to navigate crises effectively and protect their brands during challenging times.
As we’ve seen in recent years, events such as drought, flooding, wildfires and avalanches can disrupt tourism and outdoor activities. A well-prepared crisis communication strategy and training can prompt important team discussions that mitigate risks.
The tools discussed during our training were not just theoretical; they can be applied directly to your business operations. Here are a few practical applications and takeaways:
Crisis Communication Plan Review
Assess and update your current crisis communication plan. Ensure your team knows their roles and that communication channels are clearly defined.
Scenario Planning
Conduct your own scenario planning sessions using real-world examples. Consider potential crises that are specific to your location and operations.
Social Media Playbook
Create or refine your social media response playbook. Include guidelines for messaging during crises, monitoring public sentiment, and engaging with your key audiences.
Crisis Training and Drills
Regularly schedule training sessions and drills for your staff. Use a hands-on simulation exercise to enhance your team’s readiness. One of the highlights of our workshop was a live wildfire simulation exercise. The hands-on experience allowed participants to practice their crisis communication skills in a controlled environment, reinforcing the importance of preparedness and quick decision-making under pressure.
In an era where climate unpredictability can severely impact any industry, having a robust crisis communication plan is essential. By committing to continuous improvement in crisis communication approaches, you can safeguard your brand, reassure your guests, and strengthen your communities against whatever challenges lie ahead.
If you missed the Colorado Tourism Office training or would like to revisit the materials shared, please reach out—we’re here to support this critical Colorado industry.
About the Author: A seasoned media trainer and public speaking coach, Jennifer Miller has been helping Rockford Gray clients for nearly 20 years. She brings more than 15 years of journalism experience, including seven years at CBS News. Jennifer has reported on major events like the Olympics, 9/11, and Hurricane Katrina. Her firsthand understanding of how reporters think makes her an exceptional crisis communication counselor. At Rockford Gray, she coaches clients on media, presentation, and crisis response. Jennifer holds a master’s in Organizational Leadership from the University of Denver and a journalism degree from the University of Minnesota. She is certified in crisis communication and is a sought-after conference speaker.