A client recently thanked me for the foresight of suggesting we prepare a holding statement in case an early media enquiry landed before our launch date.
It was nice feedback, but it also reinforced how exploring potential rabbit holes early is such a valuable part of communications forward-planning.
However, scenario planning will look very different depending on what is being planned for:
For a launch or activation: It might simply be a two-sentence holding statement sitting in your back pocket just in case an early query comes in.
For a significant or multi-layered issue: It might involve a series of responses mapped across potential scenarios – because sometimes even the best laid plans need to adapt when circumstances change.
So why – in the rush of planning for a project rollout, issue or launch – should we spend time planning for things that may not even happen?
Proactively preparing for potential scenarios in advance helps tackle five key elements:
It moves decision-making into a calmer space: Drafting a holding statement or response plan before you need it lets key stakeholders review and sign off with clear heads and in their own time (not when there’s a radio deadline in five minutes and everyone’s busy in meetings!) It also gives your executive team great confidence that a plan is ready if required.
It scales to the risk level: Scenario planning doesn't mean writing a crisis comms manual for every project. Take a logical and streamlined approach and it will right-size to the task.
It puts governance and reputational risk front and centre: Anticipating – and planning for – potential friction points demonstrates diligence to your board, your partners and your team. It may also help identify issues that can be fixed, and therefore crossed off the ‘potential scenario’ list.
It equips you to move through launch day with confidence and competence: While issues may evolve and change, with your communications plan ready to roll, you are in a better starting position to handle whatever lies ahead.
Better sleep! Prone to a 3am ‘brainstorm’ session? Advance scenario planning will help you rest a little easier.
The scenario planning sweet spot
Timing is everything. Scenario mapping is best conducted when project details are clear, but before launch momentum takes over.
Too early: You don’t yet know enough details to realistically map the risks.
Too late: You’re already in launch execution mode, everyone’s busy and the pressure is on.
The sweet spot: Map your scenarios when you have clarity around project scope, key dates, and core mechanics – and reach out to the subject matter experts who know best what those potential friction points are likely to be.
How WordLab can help
We build scenario mapping directly into your broader communications strategy, ensuring it sits as a key asset alongside your media release, social tiles, and other launch collateral.
We work directly with your subject matter experts and internal stakeholders to distill likely risks, tailoring your communications so they are ready ‘in the moment’ – so you can launch with confidence, and rest easy at night.
