The Power of Words: Crafting Effective Crisis Communications in Event Venues

Imagine there's a weather emergency and you need to calmly guide thousands of guests to safety. Or an accident occurs that requires immediate directions to prevent panic. In these critical situations, your ability to communicate clearly and take command can mean the difference between confusion and chaos or an impressively handled response.

As an event manager, you have the power to reduce confusion and inspire confidence through the reassuring tone and authority of your messaging. A thoughtfully crafted crisis communications plan is one of the most powerful tools in your arsenal for protecting your guests, staff, and venue's physical safety, immediate response, and ongoing reputation. 

At Joffe, we recommend a number of best practices for all event safety managers when proactively planning for crisis communications:

Establish Clear Communication Protocols: Before the starting gun fires or the first pitch is thrown, it's crucial to establish clear communication protocols. Designate a central point of contact, such as the Event Safety Coordinator, to be responsible for coordinating communication efforts. 

Example scenario: During a football game at a stadium, if a guest requires medical attention, staff should know how to immediately contact the medical team stationed at various points throughout the venue. Simultaneously, the Event Safety Coordinator can coordinate with security personnel to manage crowd flow and ensure the safety of other attendees.

Tailor Messages to the Audience: Different stakeholders require tailored information during a crisis. While maintaining consistency in core details, customize communication to address the specific needs of each group. 

Example scenario: If unpredictable weather conditions are anticipated during a marathon, communicate clear directives to runners regarding course alterations or potential delays. This could be done through bullhorn announcements, additional signage, app-based alerts and email. Simultaneously, provide spectators with information on shelter locations and alternative viewing areas to ensure their safety and comfort.

Express Empathy and Compassion: Empathy and compassion can alleviate anxiety and foster a sense of solidarity in times of crisis. Acknowledge the emotions and concerns of those affected, conveying genuine care and support in communications.

Example scenario: If a security incident occurs at a conference, express empathy for any inconvenience caused to attendees while reassuring them of the measures being taken to ensure their safety. Offer support services, such as designated areas for individuals in need of assistance.

Use Clear and Simple Language: Avoid technical jargon or ambiguous terms that may confuse or alarm stakeholders. Use straightforward language that is easily understood by all, regardless of background or expertise.

Example scenario: If a medical emergency occurs at a sports stadium, make PA announcements using simple and concise language to inform attendees of any necessary actions they should take, such as clearing the area to allow medical personnel access to the individual in need.

Provide Timely Updates: During a crisis, timely updates are essential to keep stakeholders informed and reassured. Even if there are no new developments, acknowledge the situation and establish expectations for future communication.

Example scenario: In the event of a weather delay at a major sporting event, provide regular updates to attendees via social media, digital signage, or public address announcements regarding the changes to the event schedule and shelter locations for anyone at the venue.

Prepare and Practice: Conduct training exercises and drills to prepare staff and volunteers for crises. Practice communication protocols and assess their effectiveness through feedback mechanisms.

Example scenario: Before a music festival, conduct a tabletop exercise involving key stakeholders to simulate various crisis scenarios, such as severe weather or a security threat. Evaluate the response and communication strategies employed, identifying areas for improvement and refinement.

Effective crisis communication is not just about disseminating information, it's about providing reassurance, clarity, and support to those impacted by the situation. Thoughtful preparation and an understanding of best practices can build confidence among event staff before an emergency happens. Our Free Event Safety Guide shares everything you need to know to get started on making your event safer.