5 Crisis Communication Lessons: March Madness Edition

Cheers erupt. The dog jumps. One person immediately boasts her genius on Twitter, while another laments his cursed luck. March Madness happens every year, and every year thousands of Americans fill out brackets busted by our favorite Cinderella’s. My own bracket looks like a kindergartener attacked it with red pen, yet I am looking forward to the Final Four with the reverence and excitement of a family’s first trip to Disney World. It’s Madness.

Waiting for the Final Four this weekend, I started thinking about the parallels between NCAA basketball coaches and crisis communicators. Here are five lessons from March Madness to guide crisis communication:

1. Preparation is key.

Basketball teams spend all season preparing for the tournament. Coaches develop strategies and adjust their players’ roles as the season develops. Crisis communicators should prepare for a crisis before it happens. Communication teams prepare for crises by writing crisis management plans, training employees, and hosting simulations. Crisis teams should also update their crisis plan regularly to stay prepared.

2. Have a game plan.

Good coaches know the strengths of weaknesses of their own players as well as the team they are up against. Each game—each situation—may require a different strategy. Outlining the game plan and explaining it to the team helps everyone understand the overall goals for success. Coaches scout the opponent, and crisis communicators conduct audience analyses to create a custom game plan.

3. Success is in the details.

Coaches preach the “little things.” They practice the fundamentals and motivate their players to give 110 percent. In basketball, doing the little things means rebounding, taking care of the basketball, and making free throws. In a crisis, doing the little things means being honest and open, maintaining relationships with stakeholders and the media, and remembering the mission.

4. Expect madness.

Every year, Americans cheer for Cinderella teams to upset the big dogs. A #15 seed knocks off a #2 seed in the first round, and brackets shatter. No opponent can be overlooked. Coaches and crisis communicators must expect the unexpected. Accept that you are part of the madness, and find ways to adapt. Crisis events turn organizations upside down, but good leaders keep the team focused on the game.

5. Celebrate the win, then get back to work.

Last weekend, four teams punched their ticket to the Final Four. All four teams erupted in celebration, but you can bet their coaches have them hard at work again today. It is important to celebrate the wins—after all, winning is what makes basketball and crisis communication fun. But there is always another game on the horizon, so celebrate with your team and then get back to work.

Kali Christianson, an avid basketball fan, studies strategic communication at NDSU

Image credit: TV Over Mind

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