Practice your shot before you really need it

It’s almost time for the NCAA men’s and women’s basketball tournaments, when the reputations of players, coaches – and even schools – change in a split second.

It’s easy to remember some of these career-defining tournament moments, -- no matter what the sport -- such as when a player hits a last-second shot to win

 

… or the defense forces an interception and a linebacker runs it in for a touchdown … or the underdog smashes a serve in the corner where her opponent can’t get it, to win the match.

I like to think about championship play in another way, as a study in crisis management.

Those who emerge as "winners" in a communications crisis have often prepared for the "game" for some time. They've developed a plan, practiced it and have well-defined roles. Offense and defense work interdependently. And, of course, they have the skill and confidence to execute the plan to perfection.

The flip side is the team that crumbles under pressure. When the going gets tough, they lose their cool and their focus. They weren't prepared, didn't have a plan and couldn't execute effectively.

Anyone who has played sports, or dealt with a crisis, knows practice can be the difference between a victory parade and a trip home on a quiet bus.

The same is true for crisis communications.

--Bob Musinski