Crisis communication is critical to your live event planning. Learn how to share vital information effectively with BEM’s essential guide to crisis communication.
Picture this - your event is running smoothly, the sun is shining, and attendees are having a blast. Just when it feels like nothing can go wrong, storm clouds begin to roll in and the radar indicates lightning is mere minutes away. You have to quickly instruct eventgoers to seek shelter. What will you say? How will you say it? What platforms will you use? If you’re making these decisions in the moment of crisis, it’s already too late. Without proper planning, you’re adding to the chaos.
Crisis communication is critical to your event’s success. Luckily, Bauer Entertainment Marketing’s expert crew has been through it all and is sharing with you a “preparedness checklist” plus more guidance so your team can proactively plan communications for a variety of challenging scenarios.
PREPAREDNESS CHECKLIST
Discuss your ticket refund policy and what potential upgrades or special offers are available to appease guests.
Share safety, security, shelter, and evacuation plans with your team and necessary partners.
Provide staff and partners with a list of important contact information that can be used in case of an emergency. These include but are not limited to the Operations Director, Box Office Manager, EMT, Head of Security, and Website Developer.
Plan how the communication of the crisis will flow internally and confirm this process with your team and partners so everyone is on the same page. Make sure you know who needs to approve crisis communication language and imagery before it’s deployed to the public.
Approve templated copy and graphics at least 3 days before the event.
EVENT CRISIS COMMUNICATION CHANNELS
There are many different ways to communicate about a crisis with your attendees. Take a moment to decide which ones work best for your team. Some common options include:
Website
Social Media
Email
SMS/Text Messages
Onsite Digital Signage
Onstage Announcements
CCTV and/or Radio Broadcast
4 COMMON EVENT CRISIS SCENARIOS:
1. SEVERE WEATHER AT EVENTS
Severe weather postponements, cancellations, and safety precautions should always be on your radar when planning an event (yes, even if you live in sunny California - we’re jealous, by the way).
What to Communicate During A Crisis
If severe weather strikes, let attendees know what type of weather and where they can seek shelter. They should also be informed about any activities that are postponed and that you’ll update them about the event schedule as soon as possible.
Follow Up
When Mother Nature stops crashing your vibe, let your fans know it's safe to return to the event site and the party can resume! If the event cannot continue, attendees should be notified as soon as possible about safe egress, potential new event dates, and possible refund options. Additionally, consider offering consolation items to help appease fans (examples: merch, concessions, ticket upgrades).
2. EVENT SECURITY THREATS
BEM lives, eats, and breathes the entertainment industry, so we know all too well about the security risks involved when producing any live event. While none of us want to think about this happening, planning for these situations should never be avoided.
What to Communicate During A Crisis
Alert fans quickly and plainly that there is a security threat. Do not use language that will incite panic. Clearly share the type of threat and where it’s occuring so they can avoid the area. Advise event-goers about shelter and/or evacuation options (which should be determined in advance of the event with local authorities). Monitor the threat and update attendees throughout, if approved by authorities. Let fans know security staff and event producers will determine when the crisis has dissolved.
Follow Up
After the incident, your team should determine if the event will be postponed or canceled. If approved, provide attendees with a summary of the threat, what was done to ensure their safety, and the status of the event (i.e., rescheduled or cancelled).
3. EVENT PRODUCTION PROBLEMS
While it’s everyone’s goal for the show to go on as intended, sometimes issues with production logistics can get in the way.
What to Communicate During A Crisis
As soon as possible, let attendees know that there’s an unexpected production issue impacting the schedule of events. If an artist cancels, it’s ideal to pair the bad news with info about what new performer will be taking their place. Acknowledge that although the lineup is subject to change, you share your fans’ disappointment. Additionally, convey excitement about everything else the event has to offer. For instance, you may want to direct festival fans to other stages or activities so they can have a blast while the issue is being resolved.
Follow Up
Let fans know when the production problem has been fixed and update them about any schedule or lineup changes. Be prepared for attendees who aren’t happy with the new schedule, and consider offering a consolation such as discounted tickets to future events.
4. TICKETING WEBSITE CRASHES
Ah, the internet. It can be a great thing… until it isn’t. Website crashes are a common and unfortunate issue that can be easily overlooked when creating your crisis communication plan.
What to Communicate During A Crisis
If you experience a crash, let attendees know via social media, email, and/or text message that you’re experiencing website issues. If possible, give them a reason why the crash happened and confirm that you are working to resolve the issue as soon as possible. Be sure to apologize for the inconvenience and thank them for their patience.
Follow Up
Once your Web team resolves the problem, let event-goers know the site is back up and running. Emphasize that fans should follow all of your social media pages, subscribe to your email newsletter, and register to receive text messages to ensure they receive all available information going forward.
The live event industry is unpredictable and it’s impossible to plan for everything that can go wrong. However, if your team is proactive, managing crisis scenarios and communicating them with fans will be much easier and help you avoid costly mistakes.
Need help creating your crisis communication plan? Turn to the live event experts at BEM!