By Jennifer Miller and Gil Rudawsky, Rockford Gray Partners
Crisis communication strategy is changing, and so is our need to evolve how we manage brand reputation and respond to crises. We are continually evolving our crisis communications strategies to address the changes and to try to stay relevant.
As an example, when we first started doing crisis communications responses and plans, we were primarily worried about the media. Now, while still important, it is one of a variety of key audiences that companies will need to respond to in a crisis.
Some key points to consider:
Using AI for Crisis Detection
Artificial intelligence is reshaping how we identify and respond to threats. With the right tools, companies and organizations can detect early warning signs, monitor sentiment in real time, and take immediate action—long before a crisis gains momentum.
Watch out for the Deepfakes and real Fake News
Deepfakes and misinformation are becoming everyday challenges. In this environment, trust is everything. Companies and organizations must adopt checks and balances as well as clear response protocols to counter false narratives and safeguard their credibility. While the term “Fake News” has been hijacked, it is a real issue.
Staying Ahead with a Real-life Crisis Communication Plan
Organizations that invest in crisis readiness with a crisis communication plan are one step ahead if, and when, a crisis happens. A thoughtful and east to use communication plan isn’t just a shield—it’s a strategic advantage that builds resilience and positions your brand for long-term growth.
How to Future-Proof Your Brand?
Explore online monitoring tools such as Awario, Meltwater or Mention to help detect emerging threats before they escalate. Also, train your team to regularly scan online community boards such as Reddit.
In a crisis, quickly gather the facts, craft a smart statement and distribute it across communication channels. This will help manage misinformation quickly and clearly.
Remember, a crisis plan is pretty much out of date the second you finish it. Audit and Refresh Your Crisis Plan Regularly to reflect new technologies, social trends, and potential risks and changes in staffing.
By taking action now, you’re not just preparing for the unexpected—you’re creating a roadmap to thrive in uncertainty. Review your current strategy, identify your most likely risk scenarios, and start crafting precise, confident responses.
Also, being proactive doesn’t just minimize damage—it builds trust and community.
Let us know if Rockford Gray, one of the most experienced crisis communications and issues management firms Denver, can help you build or update your crisis communications strategy.
About the Authors:
Jennifer Miller is a seasoned media trainer and public speaking coach with over 15 years of journalism experience, including seven at CBS News. Known for her disarming style and tough questions, she reported on major events like the Olympics, 9/11, and Hurricane Katrina. Her firsthand understanding of how reporters think makes her an exceptional crisis management 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 DEI in the Workplace and is a sought-after speaker.
Gil Rudawsky specializes in issues and reputation management, and crisis communication. He began his career as a reporter in Aspen, Colo., and journalism took him across the country and then back to his native Denver, Colorado, where he worked for the Rocky Mountain News. His journalistic skills – source development, research, credibility, storytelling, and curiosity – remain the foundation of his work with clients. He has experience working on a range of issues across sectors, including federal investigations, corporate and workplace issues, DEI and public advocacy campaigns. He provides expert-level strategic counsel, including on-the-ground support. He is a graduate of the University of Southern California, with a degree in philosophy.