Funders Guide: Helping Publishers in a Communication Crisis

As the 2024 election season intensifies, the challenges facing journalism are more significant than ever, especially when unexpected crises emerge. From the misuse of embargoed information and unintended bias in reporting to incidents like a recent radio host admitting to using pre-selected questions provided by President Biden’s campaign, the potential for communication crises is vast. These situations, along with the risks of misinformation, ethical breaches, and technical failures during live coverage, highlight the urgent need for robust crisis communication plans in newsrooms.

At The Pivot Fund, we recognize the immense pressures that newsrooms face in maintaining integrity and trust, particularly during pivotal moments. As funders, we have a crucial role to play in supporting these newsrooms to navigate crises effectively. Here are some key ways to ensure that newsrooms are prepared to respond during these challenging times:

Reinforce the Importance of Core Values

A newsroom’s core values—such as transparency, independence, and accountability—are its guiding principles, especially during a crisis. Funders can support grantees by emphasizing the importance of staying true to these values, even under pressure. For example, when WURD Radio faced a challenging situation, they handled it by openly communicating with their audience, clarifying their practices, and taking swift corrective action.

Funders should encourage newsrooms to adopt similar approaches by providing the necessary resources for them to develop and maintain policies that uphold these values. This might include funding training on ethical journalism practices or supporting efforts to create internal guidelines that prioritize transparency and accountability. By reinforcing these values, funders can help newsrooms build trust with their audiences, ensuring they remain credible and respected, even in difficult situations.

Support the Establishment of Clear Communication Channels

Effective crisis management begins with clear and efficient communication. Funders can assist newsrooms by providing resources to develop comprehensive communication protocols. This includes identifying a designated spokesperson, creating a clear decision-making hierarchy, and ensuring there is a well-practiced internal communication process.

For instance, funding can be allocated for workshops or training sessions that help newsrooms practice their response to various crisis scenarios. This preparation enables them to respond swiftly and confidently when a real crisis occurs. Rapid response is essential; the faster a newsroom can act, the better its chances of controlling the narrative and minimizing reputational damage. Providing support in establishing these protocols is a tangible way funders can help newsrooms remain agile and effective in times of crisis.

Partner with Communication Strategists

Funders can offer invaluable support by partnering with experienced communication strategists who can work closely with newsrooms to develop tailored crisis communication strategies. For example, The Pivot Fund benefited from pro bono communications support from Mission Partners during its launch (costs were covered by a funder), which enabled us to communicate effectively with our audience.

Such partnerships are essential in equipping newsrooms with the tools and knowledge needed to navigate complex communication challenges. Funders can play a pivotal role by covering the costs of these strategic partnerships or offering grants specifically designed to fund expert support. This collaboration can be especially helpful for community newsrooms that may lack the resources or expertise to handle a communication crisis independently.

Encourage Transparency with the Audience

Transparency is the foundation of trust between a newsroom and its audience. During a crisis, it is crucial for newsrooms to communicate openly about what has occurred, the reasons behind certain decisions, and the steps being taken to address any issues. Funders can support this by encouraging grantees to adopt communication strategies that prioritize openness and honesty.

For example, funders could provide resources for crafting clear and effective messaging, offering guidelines on how to communicate difficult news in a way that maintains audience trust. This might include funding for media training or public relations support to ensure that the newsroom’s response is both timely and authentic. By fostering transparency, funders help newsrooms build a stronger connection with their audience, which is vital for long-term trust and credibility.

Help Prepare for Misinformation

Misinformation can spread like wildfire, especially in the aftermath of a crisis, potentially causing significant harm to a newsroom’s reputation. Funders have a unique role in helping newsrooms prepare to combat false narratives by providing resources and support tailored to this need. This might involve funding training sessions on fact-checking, offering access to tools that monitor social media for misinformation, or supporting collaborations with fact-checking organizations.

Additionally, funders can provide grants for newsrooms to develop rapid response teams dedicated to debunking false information as it arises. Equipping newsrooms with these resources ensures they are ready to act quickly to correct misinformation, thereby safeguarding their credibility and maintaining public trust.

Promote Learning and Adaptation

Every crisis presents an opportunity to learn and improve. Funders should encourage newsrooms to conduct post-crisis evaluations to analyze what happened, how it was handled, and what could be improved. This process is crucial for developing more effective crisis communication strategies in the future.

Funders can support this continuous improvement by funding workshops or training sessions focused on crisis management and adaptive strategies. They might also offer resources for newsrooms to bring in external consultants who specialize in crisis response. By fostering a culture of learning and adaptation, funders help ensure that newsrooms are better prepared to handle future crises.

Conclusion

By reinforcing core values, establishing clear communication protocols, partnering with experts, promoting transparency, preparing for misinformation, and encouraging continuous learning, funders can play a pivotal role in helping newsrooms navigate the complexities of the election season and beyond. This not only protects the integrity of journalism but also ensures that audiences continue to receive reliable, truthful information during critical times.

Together, we can help maintain the strength and resilience of our journalism, ensuring it thrives even in the face of adversity. Let’s collaborate to support the vital work of newsrooms during this election season and beyond, enabling them to remain trusted sources of information for the communities they serve.