OFFSTONE JUNE EDITION 2025

39 In the face of such high stakes, some organizations have historically chosen avoidance, going silent internally and externally. This “ostrich” approach, evident in cases like BP’s Deepwater Horizon spill, the Virginia Tech shooting, and the Dreamworld tragedy, has repeatedly shown how damaging last-minute or reactive communication can be. The consistent lesson is that preparation is not optional. It is essential. Crisis communication is fraught with challenges, especially when organizations face either too much or too little information. In some instances, crises unleash a torrent of data from multiple sources—internal updates, media inquiries, public responses, and social media buzz—leading to information overload. Without a structured system to filter, verify, and manage this flood of input, decision-making becomes paralyzed, increasing the risk of miscommunication or delays. Conversely, other crises are marked by a lack of timely or relevant information, often due to overreliance on a single communication channel like email. To counteract these extremes, organizations must invest in centralized communication platforms and adopt multi-channel messaging tools to ensure efficient information flows to all stakeholders. Real-time communication is essential to maintain situational awareness and coordinate effective responses. Other equally pressing challenges include the absence of accessible contact data, the unpredictable nature of crises, and the lack of visibility into communication effectiveness. Many organizations still struggle to maintain up-to-date contact lists for key stakeholders, which can critically delay outreach during emergencies. Digital contact management systems with dynamic segmentation can greatly enhance the speed and accuracy. Similarly, while the specifics of a crisis cannot always be predicted, organizations can prepare "holding statements" tailored to potential scenarios, reducing pressure during real-time crisis response. Knowing whether a message has been received and acted upon is vital. Communication tools with tracking capabilities provide this visibility, enabling immediate follow-up with those who have not responded. Together, these solutions form the backbone of a robust crisis communication strategy, turning chaos into coordinated action . The Importance of Preparedness and Planning – Surah Yusuf (12:47): “He said, ‘You will sow for seven consecutive years, and what you reap, leave in its spikes—except a few from which you will eat.’” This verse reflects Prophet Yusuf’s wise counsel to the people of Egypt, emphasizing strategic foresight and preparation. By advising them to store surplus grain during years of abundance, he demonstrated the importance of planning ahead to endure periods of hardship. It serves as a powerful reminder that preparedness during times of stability is essential for resilience in times of crisis.