IABC Crisis Communications SIG: Data Versus Gut: The Art and Science of Crisis Decisions

When a crisis hits, do you trust your instincts or evidence? In this session, we will explore how communicators balance data and intuition in high-stakes moments – from spotting weak signals early to avoiding “vocal minority” traps to validating sentiment and pressure-testing messages and tone as situations evolve.

Guest speaker:
Margaret Brigley, CEO and Partner at Narrative Research, will open the session with a short presentation on grounding crisis decisions in data and evidence. With more than 30 years of experience spanning research and communications, Margaret chairs the Canadian Research Insights Council (CRIC). 

Moderators:
Christal P. Austin, PR advisor, international speaker, Director (Ag.) of the Public Affairs Department, Ministry of Home Affairs and Information in Barbados, and Lyrical Lava PR Owner, will co-moderate the session – joined by Larissa Komarova, NBAU Consulting, bringing 25 years of international development and consulting experience.

Panel discussion:
A diverse panel of industry leaders will discuss:

·       How can communicators use evidence in managing high-stakes situations?

·       How do we validate key messages and tone under pressure?

·       What approaches help identify and prioritize the most likely and most damaging crisis scenarios?

·       Are there ways to measure success and prove the value of crisis comms?