It’s game day: How to build the dream team for your crisis communications plan

In the fast-paced world of public relations, a well-prepared crisis communications team is as crucial as a well-trained football team full of seasoned veterans who know the playbook on game day. Just as NFL teams are made up of carefully selected players to ensure a strong lineup, having a strategically designed crisis response team equipped to handle any situation makes or breaks a successful crisis resolution. So, let’s compare the essential roles in crisis communications to critical positions on and off the football field.

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Coach: Core team leader

Role: The coach develops the game plan, guides the team’s strategy and provides leadership to the team. Similarly, the core team leader is at the helm of the crisis communications team, overseeing the entire response strategy and aligning the crisis response with the organization’s values and goals.

Key qualities:

• Leadership: commands the team confidently.

• Decision-making: makes quick, effective decisions under pressure.

• Vision: anticipates challenges and opportunities.

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Quarterback: Spokesperson

Role: The quarterback is largely the team’s leader, executing on strategy developed by the coach, and pivoting when needed in high-pressure situations. They must communicate effectively and be the voice and face of the team. Similarly, in crisis communications, spokespersons are the face and voice of the organization, delivering key messages to the public and media.

Key qualities:

• Communication: conveys clear, concise and persuasive messaging.

• Speed: responds quickly to media and public inquiries.

• Agility: adapts messages to different audiences and situations.

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Offensive line: Media relations team

Role: Just as the offensive line protects the quarterback and creates opportunities for offensive plays, the media relations team shields the organization’s reputation and crafts positive narratives for the spokesperson and organization during a crisis. A media relations team is usually responsible for drafting press releases and holding statements to ensure accurate information is shared and helps keep things moving forward.

Key qualities:

• Protection: manages media inquiries and controls the flow of information.

• Blocks: prevents misinformation from spreading.

• Support: backs up the core team leader and spokesperson with accurate, timely information.

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Wide receivers: PR advisors

Role: Wide receivers are the primary targets for the quarterback’s passes, making critical catches that advance the team. Just as a wide receiver must anticipate the play, adapt to defensive coverage and navigate strategic plays to make sure the ball reaches the end zone, a PR advisor must read the situation, navigate public perception and make sure the key messages are delivered to their audiences. Both are key players in high-pressure situations.

Key qualities:

• Adaptability: pivots quickly to changing circumstances by adjusting strategies.

• Results-driven: Always keeps the end goal in mind.

• Awareness: Monitors public perception and stays aware of the situation and the organization’s position in the crisis.

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Running backs: Social media team

Role: Running backs are versatile players who can run the ball, catch passes and block. Just as running backs assess the defensive line and create tactical responses to the other team, the social media team plays a multifaceted role in monitoring social channels and sentiment, engaging with audiences and managing the organization’s online presence. They have the message, or the ball, and are helping to push it forward and maintain the brand’s reputation.

Key qualities:

• Versatility: handles various tasks with ease.

• Speed: responds in real time to plays, mentions and comments.

• Creativity: crafts engaging content that resonates with the audience.

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Defensive line: Legal team

Role: The defensive line is tasked with stopping the opposing team and protecting their end zone. Likewise, the legal team in crisis communications safeguards the organization against legal repercussions by ensuring messaging is accurate and consistent.

Key qualities:

• Protection: identifying and mitigating messaging risks.

• Tactical: providing strategic advice for communications.

• Resilience: remaining firm and composed under pressure.

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Drafting your dream team

Selecting your crisis communications team, just like an NFL team, requires a keen understanding of each role's importance, the right mix of skills and the ability to work seamlessly under pressure. Here are some tips for drafting your crisis communications dream team:

1. Identify core competencies: Ensure each team member brings unique strengths that complement one another.

2. Train regularly: Just as NFL teams practice, your crisis team should conduct regular drills to stay sharp.

3. Communicate effectively: Open and continuous communication is vital for both NFL teams and crisis response teams.

4. Adapt and evolve: The best teams adjust their strategies based on real-time feedback and evolving circumstances.

By assembling a well-rounded crisis communications team with clear roles and responsibilities, you can navigate any crisis with the precision and resilience of a top-tier NFL team. Whether it’s deflecting negative media coverage or crafting compelling narratives, your dream team will be ready to tackle any challenge united as one.

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