Preparing for Crisis Communication During Election Season

As the 2024 election season heats up, the stakes for journalism are higher than ever. Newsrooms face unique challenges, especially when unexpected crises arise. Whether it’s the misuse of embargoed information, unintended bias in reporting, or more serious incidents like a recent case where a radio host interviewed President Biden and later admitted the campaign provided pre-selected questions, the potential for challenges is vast. Misinformation, ethical breaches, and even technical failures during live coverage can escalate into significant crises that demand immediate attention. This underscores the importance of having a robust crisis communication plan in place.

At The Pivot Fund, we understand the pressures newsrooms face in maintaining integrity and trust, particularly during such critical moments. Here are some key steps to ensure your newsroom is prepared to respond effectively in times of crisis:

Stay True to Your Core Values

When a crisis hits, it’s crucial to reaffirm your newsroom’s commitment to transparency and independence. Your audience trusts you because of your values—don’t compromise them. If an error occurs, address it head-on, just as WURD Radio did by clearly communicating their practices and taking swift corrective action.

Ask Your Funder for Help

Funders often have connections to communications professionals who provide pro bono support, or the funder may be willing to cover some or all of the costs of hiring an expert. Many funders want to bring value to grantee partners beyond just writing a check. Call and ask for help developing a crisis communications plan, crafting a comms strategy or statement, or creating engaging marketing materials. You’ll only know if you ask!

Establish Clear Communication Channels

Ensure that everyone in your newsroom understands the protocol for addressing crises. This includes having a designated spokesperson, a clear chain of command for decision-making, and a well-practiced process for internal communication. Rapid response is key to controlling the narrative and minimizing potential damage.

Be Transparent with Your Audience

In the Biden interview case, WURD Radio quickly communicated with their audience about what happened and why they made certain decisions. Transparency is vital—it fosters trust, even when delivering difficult news. Your audience deserves to know the facts, and being upfront helps maintain your newsroom’s credibility.

Prepare for Misinformation

Election season is ripe for misinformation to spread, especially in the wake of a crisis. Be proactive in correcting false narratives by providing accurate information through all available channels, including social media, your website, and email newsletters. Misinformation can quickly undermine trust, so staying ahead of it is essential.

Learn and Adapt

Every crisis offers an opportunity to learn and improve. After the dust settles, conduct a post-crisis analysis with your team to understand what worked, what didn’t, and how you can better prepare for the future. This reflection helps strengthen your crisis communication strategy and ensures your team is better equipped for the next challenge.

By planning ahead and remaining vigilant, your newsroom can navigate the challenges of the election season with confidence, ensuring that your audience continues to see you as a reliable source of truth and integrity.

Let’s work together to keep our journalism strong, even in the face of adversity.