Boulder Tragedy: Lessons for Crisis Communications

The shooting at the King Sooper in Boulder,CO., tragically demonstrates ways in which government agencies and corporations have learned from experience and are better prepared to react to this type of emergency crisis. While no two situations are the same, necessary and fundamental communications took place in Colorado that anyone preparing for crisis communications can look to as a guide.

Holding the Message: During the initial press conference and subsequent media interviews, King Sooper/Kroger and public officials were out in front and willing to talk, despite the lack of information they could release. This is the message box; stating only a few available facts, expressing condolences and grief, and offering to provide more information when it became available. No speculation, conjecture or pivot. In the first hours, the media and public are hungry for any information from the credible sources. A small amount of what you know and a timely but short news conference is better than a vacuum. This also demonstrates a degree of transparency that the public needs during a tragedy.

There are four other communications reminders that should be used during a crisis:

• Fast: Get in front quickly and say what you can. Don’t let others take control of the narrative
• Frequent: In a crisis, information typically trickles out in bits and pieces. Be willing to release information in a cadence as it becomes available.
• Flexible: Use all available outbound channels to release information. This can include social media accounts, emails, phone or in-person interviews. Work as a team to determine which method is best at that time.
• Factual: There is a careful balance between fast and factual. Getting it right is important; releasing less information may be necessary to ensure accuracy.

One last point: Practice, practice, practice. Effective crisis communicators have been through mock press conferences and on the spot phone call rehearsals, prepping for a variety of scenarios.