On July 17, NRB membership presented an exclusive webinar featuring Dr. Phil Cooke, founder of Cooke Media Group and author of Church on Trial: Your Congregation, Mission, and Reputation During a Crisis.
Cooke shared how decades of NRB membership have proven fruitful for Cooke Media Group. In particular, the company has developed numerous movies, TV specials, and client relationships through networking opportunities at conventions.
“Any time you can get this many Christian media professionals, communicators, filmmakers, [and] producers into a room, count me in,” Cooke said.
Cooke, as a communication professional, tackled the topic of crisis response. While recognizing the importance of also seeking legal and mental health support, he emphasized the crucial role of clear and honest communication, specifically crafting messages for congregations, reporters, and donors in crisis situations.
Cooke pointed out how the landscape of social media allows the proliferation of negative messages much more quickly, potentially causing wider harm to reputation.
He explained two types of crises: an external crisis from outside forces bringing harm to an organization, and an internal crisis, which is a self-inflicted problem, including moral failures.
Cooke outlined the key components of an effective crisis communication plan, stressing the importance of not only taking the right actions but also using clear and honest communication and transparency to rebuild trust with the organization’s community, congregation, donors, and the public at large.
“If you go through a crisis, you don’t need to just be honest about it,” Cooke said. “You also need to say what procedures you’ve put in place so this will never happen again.”
Cooke answered several questions from NRB members attending the webinar, who have exclusive access to the full recording.
Click here to purchase a copy of Cooke’s book on managing crises.