WRITING TALKING POINTS, DON’T PANIC In times of crisis, clear and consistent communication is crucial to maintaining trust and confidence among all stakeholders. For Lutheran SeniorLife, developing well-crafted talking points ensures that our message is unified and accurate, minimizing confusion and preventing misinformation. These talking points provide our team with the guidance needed to address concerns promptly and effectively, protecting our reputation and upholding the integrity of our mission to serve with compassion and excellence. Creating talking points for a crisis situation requires careful consideration to ensure clear, consistent, and appropriate communication. Here’s a guide to help you craft effective talking points:
Identify Key Messages Core Message: Start with the central point that you need to convey. This should be clear and concise. Write out five questions that answer: WHO, WHAT, WHERE, WHEN, WHY and HOW? Supporting Details: Include facts, data, and examples to support the core message. Acknowledge the Crisis Transparency: Acknowledge the situation directly. Avoid sugar-coating or downplaying the issue. Responsibility: If applicable, acknowledge any responsibility your organiza- tion might have. Empathy and Concern Express Empathy: Show understanding and concern for those affected by the crisis. Humanize the Response: Use language that reflects care and concern, avoid- ing overly technical or corporate jargon.
Action Plan Steps Being Taken: Outline what actions are being taken to address the crisis. Preventative Measures: If possible, mention steps being taken to prevent similar incidents in the future. Commitment to Communication Availability: Reassure that your organization is available to provide updates as more information becomes available. Transparency: Commit to transparency and regular communication as the situation evolves. Guidelines for Spokespersons Stay on Message: Stick to the core message and avoid speculation or provid- ing unconfirmed information. Consistency: Ensure that all spokespersons are aligned on the talking points to maintain consistency. Tone: Maintain a calm, respectful, and empathetic tone throughout. Anticipate Questions Prepare for Tough Questions: Anticipate the most challenging questions and prepare responses. Redirect When Necessary: If there’s a question you cannot answer, guide the conversation back to what you can discuss or commit to finding out more.
34 / Lutheran SeniorLife Branding and Communications Guidelines / www.LutheranSeniorLife.org
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