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"In marketing we call them the competition. In crisis communications we call them the opposition. In both cases, to know them is to know what we have to do to compete for the attention and loyalties of our mutual publics."
Crisis Management: An Ounce of Prevention:
When your company or organization is in an adversarial position, or anticipates being in one, be sure to get to know everything you possibly can about your expected opposition. Only then will you be prepared to implement your crisis communications plan.
Here is some of the information you should consider finding out about your adversaries:
1. What groups or individuals are involved? Who are the leaders? Who will be the public spokesperson? What is their philosophy?
2. Education? Experience? Positives and negatives? Causes they advocate? Books, papers and articles written?
3. What has been the experience of the opposition in the past with resolving conflicts? How cooperative and willing to negotiate? Strategies used? In negotiations can they be trusted not to leak confidential information to the media?
4. Who are their friends in the media? What media will support your opposition? Are they effective in using the media? Who are your friends on this issue? Where can you expect to see support?
5. Review the opposition's web sites and blogs. What other related web sites and blogs might get involved? Any other potential social media involvement?
Portions excerpted from "Know Your Opposition" by Rene Henry copyright 2001, and Crisis Manager Newsletter by BernsteinCommunications.
More tips will be included in our next newsletter.
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