Ghost websites are essential hardware for your crisis communication plan. They contain content you store away for a scary crisis.
Ghost content can be as basic as B-roll that you can feed TV reporters for use as “wild footage” in their crisis coverage. Content can be more advanced such as videos that show processes or safety features. There can be backgrounders, animations, frequently asked questions and answers, media clips and infographics.
Good crisis plans call for creation of ghost websites as a cupboard of content to draw upon when crisis hits. But ghost websites also can play valuable roles in crisis preparation itself.
The best crisis plans contain sound advice for how to respond to a crisis, not just what to say. Brainstorming for content to place on a ghost website should center on what you may need to describe, explain or demonstrate – and how best to show it. What you may need to describe, explain or demonstrate should lead you to go-to people and resources that can provide answers. Reaching out to go-to resources for ghost website content is like a dress rehearsal for a crisis, when getting and verifying information in real time is at a premium.
Restocking ghost website content presents a perfect opportunity for reviewing the overall crisis plan. Looking to see if you are missing useful B-roll footage or whether you should update an infographic are cues to make the same assessment of a crisis plan’s call-down phone list or the crisis scenarios that anchor your plan.
Some of the most important ghost content you can develop is third-party validation of your products, product claims or safety processes. This validation should be checked routinely and updated as necessary. The review should trigger a wider reflection on additional ways to validate claims or emerging best practices, which in turn can alter approaches to a crisis or point to smart management actions.
Crisis scenarios can be very different and require significantly different kinds of crisis content. Ghost website content is a simple way to hammer home that point to a crisis team, as well as prepare for a crisis. Ghost content to deal with an environmental spill (showing your environmental stewardship) is not the same as what is needed to deal with financial fraud (showing your financial safeguards).
Reviewing ghost website content scenario by scenario can reveal pockets of knowledge you need to fill in or expose actions you should take to prevent or reduce the likelihood of a crisis.
In a crisis test drill, activating and pushing out appropriate ghost content can measure how well your social media platforms are positioned for crisis response.
A crisis manager could recruit a group of print and electronic editors to discuss the kind of validated content they would value in a crisis situation. The discussion could include a show-and-tell of ghost content. Their comments and insights could be useful in grooming or adding to a crisis plan’s ghost content.
Since a goal for effective crisis response is to preserve and even enhance a reputation, invite marketing staff to riff on ghost content ideas, which might double as marketing content. There is nothing wrong with repurposing ghost content for current usage, making it familiar when it returns as part of a crisis response.
Employing ghost website content as a catalyst in the crisis preparation process can sharpen the resulting crisis plan. It also will strengthen the ghost content you have created for that scary day.
Gary Conkling is principal and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at firstname.lastname@example.org and you can follow him on Twitter at @GaryConkling.