From the Expert: Roshini Rajkumar on Managing a Crisis
Attorney and broadcaster Roshini Rajkumar

From the Expert: Roshini Rajkumar on Managing a Crisis

Media pro Roshini Rajkumar on navigating a business crisis.

Just months after sunsetting her weekend show on WCCO Radio, Roshini Rajkumar is back on air with a new podcast called The Crisis Files. A licensed attorney and executive coach, Rajkumar and a team of experts take on challenges ripped straight from the headlines. Here’s a taste of how she approaches a business crisis.

  1. Identify your stakeholders: Knowing the people any crisis could or does affect will make it easier to navigate and manage. Ask yourself about internal stakeholders like employees and board members and external stakeholders such as customers, members of the media, regulatory bodies. Plan for messaging that fits the audience.
  2. Analyze your audiences: The more data points you know about each audience or stakeholder, the greater potential for successful message delivery. What matters to these audiences? What drives them—money, reputation loss, trust? Do you need to influence them after the crisis passes or is the damage too outrageous? Honest answers to these questions—with the help of legal, public relations, and human resources support—are crucial to execution of a strong crisis management plan of action.
  3. Select your messengers wisely: Thoughtful brand ambassadors go a long way toward tempering the reaction to terrible situations. Empowering them before any crisis happens is time well spent. The best brand ambassadors are not egocentric, and they place rebuilding trust at a premium. These spokespeople turn what could have been a cancellation into a comeback for their business or reputation.