Crisis Communication

The Roberts Group has developed the Circles of Influence template to help identify the right messages for the right audiences in any crisis. Members of each circle may vary slightly depending on the scenario. Use this Tip as a starting point to outline target audiences in your organization’s crisis communication plan.

Circle One: Influential

These are the people who can make decisions or take action to change the situation, such as:

• Board members
  
• Administration
  
• Medical staff leaders
  

Tailor your message so they understand what needs to be done to support your organization.

Circle Two: Affected

This circle includes those directly affected by the situation or by related actions taken, such as:

• Patients
  
• Medical staff
  
• Managers and employees
  

Your message should provide information to help them understand the situation and resolution scenarios.

Circle Three: Involved

This group includes people who are somewhat involved in the situation but may not be impacted on a daily basis, such as:

• Referral sources
  
• Volunteers
  
• Foundation board
  

Make sure your message provides information to help them understand the situation and your response.

Circle Four: Interested

These are people not directly involved in the situation but who have an interest in the outcome, such as:

• Community leaders and members
  
• Donors
  
• Vendors
  
• Insurance carriers
  

Your message should instill continued confidence and trust in your organization.

Circle Five: Opinion Makers

This group can shape broader opinions based on things they say, do or write, and may include:

• Media
  
• Paid ad sponsors
  
• Bloggers and editorial writers
  
• Grassroots community leaders
  

Make your message clear and concise so it can be easily repeated.

For a FREE Roberts Group Circles of Influence template or more information about crisis communication planning, e-mail Lori A. Bruss, MEd, CHES, executive vice president, or call (866) 549-6848.