Are you in the midst of a breaking crisis? Call +1 (514) 458-7101

The Crisis Intelligence Blog

Making Good Use of Your Blog in a Crisis

15 May

Every company and organization should have a blog. Not only does it play a massive role within your content marketing strategy and generating new leads, but it plays a substantial role in helping you regain control of a crisis.

How to strategically use your blog in a crisis

Publish your FAQ
Your FAQ plays an important role within your crisis management, and your corporate blog is a great place for your FAQ to be published.

For more information on the role your FAQ plays within a crisis, what to include within it and more, click here.

Publish your official response to the crisis on your blog
Publishing your official response, as well as timely and frequent updates to your blog is an important strategy.

  1. It is easy to create content and quickly publish
  2. It provides your stakeholders with the option to subscribe to receive your updates via email and RSS (both should be set up)
  3. It’s a great place to publish more information than you would on channels such as Facebook and Twitter, while keeping all of your updates in one, easy location for your stakeholders to find and sort through
  4. You have the option to enable or disable comments, which gives you the opportunity to keep discussions right there, on your channel, rather than having them published on other channels on which you have less control

* Don’t forget to date, time-stamp and indicate who each update is from.

Link to your blog from your home page and other channels
When you do it right, tons of important information regarding the crisis will be published to your blog, and that’s the type of content you want your stakeholders to find easily. Here are some ways to make sure that your content is easily found by all those searching for it:

  • Set up a temporary banner on your website’s home page
  • Link to it from your other social media channels, each time a new update is published
  • Include the link within your social media platform bios and “about” sections
  • When you respond to online comments and inquiries, be sure to provide a direct link to where they can find more information on your blog

Benefits of leveraging your blog in a crisis

It’s no secret that blogs are a great way to dominate the organic searches, and if your organization has an active blog, odds are it already has a good position within the search engine results pages (SERP). Publishing important content to your blog in a crisis will allow for your crisis communications to be seen by a maximum amount of searching individuals.

Besides from SEO, your blog has subscribers. This means that each time you post a new update on the crisis, those subscribers will receive it directly within their inbox or reader.

More control
Inviting and encouraging conversations and discussions to take place on YOUR platform means that they’re less likely to take place or occur on another platform that you:

  1. Don’t know about
  2. Have no control over

However, in order to do this, you will have to be sure to enable your blog posts to receive comments.

Viral potential
If your blog is set up with sharing buttons, then your reach is amplified.

New subscribers
Newcomers may subscribe to your blog to receive updates throughout the crisis, which gives you potential for continuing to build the relationship with them once the crisis is resolved.

A corporate blog offers many advantages on a regular basis, but a corporate blog used wisely in a crisis will amplify your company’s voice, help you regain control and offer you opportunities that will help you resolve the crisis quicker and more efficiently then if your company or organization didn’t have a blog to utilize.

How about you?

Does your company or organization have a blog and is it part of your crisis communications plan?

Tags: , , , ,

4 Responses to “Making Good Use of Your Blog in a Crisis”

  1. Morgan May 15, 2012 at 6:22 pm #

    Hey Melissa,

    The blog can be one of the greatest resources a business has. As you said, you can respond to the crisis on your blog and then link that response to all of the social platforms so that it's a central place for people to respond and they know they can rely on the blog for updates about the crisis.

    Great tips!!

    Also, as a side note, CommentLuv doesn't seem to be working on your site, I've tried it on others and it seems to work fine, but I haven't been able to get it to work on here a couple times now. Just thought you'd like to know. Sometimes updating it can help (if you haven't updated already). :)

    • Melissa Agnes May 15, 2012 at 8:37 pm #

      Hi Morgan,

      Yes, a good, solid and strategic blog can do wonders for all kinds of different areas in your business – especially in a crisis!

      Thanks for leaving the comment – and thanks for the heads up on CommentLuv. I checked and it's up to date so I guess I'll have to keep my eyes on it. Thanks again!

  2. Wendell June 24, 2013 at 11:24 pm #

    Hi there! Would you mind if I share your blog with my facebook group?

    There's a lot of people that I think would really appreciate your content. Please let me know. Thanks

    • Melissa Agnes June 24, 2013 at 11:50 pm #

      No need to ask, Wendell, share away! I appreciate you doing so ;)

Leave a Reply

Subscribe and arm yourself with Crisis Intelligence!

Get the tips and strategies you need to prevent, manage and overcome any type of organizational crisis - by subscribing to The Crisis Intelligence Blog. Subscribe to receive:

  • One weekly email with our latest blog posts and podcast.
  • Insider access to our best crisis management strategies.
  • VIP access to current and future crisis intelligence offerings.

We will never spam you or share your information with a third-party.