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Sentinel To Launch Crisis Communication Services June 1

It’s never been so important to get the words right as it is today.  The business recovery phase of COVID-19 will be determined by how well companies communicate through the crisis to inspire confidence in customers and employees. But choosing the right words, using them in the right way, and knowing when and how to deploy them in times of crisis is not intuitive. The addition of crisis communication to Sentinel’s suite of risk management services is part of the firm’s continued evolution to protect clients in an ever-changing and increasingly complex threat landscape.

Starting June 1, crisis communication services will be available on a consultative basis to help clients and partners protect their brand and business when a threat, whether real or perceived, rises to the level of a crisis. The coronavirus pandemic is a rare and unprecedented event. More commonly, crisis communication addresses situations that bring about public scrutiny, such as cyber breaches, business disruptions, product recalls, social media attacks, lawsuits, and allegations of wrongdoing, to name a few.

Sentinel’s expertise in the crisis management arena is deeply rooted. The addition of crisis communication, as part of the firm’s Risk Performance Group, adds depth and value to longstanding business continuity services.

The new consultative practice will be led by Michelle Taylor, a strategic communications expert with two decades of experience leading national brands and nonprofits through the most challenging and tenuous periods in their history. Taylor is a former journalist and media relations expert who now serves as the firm’s communications and marketing principal. Prior to joining Sentinel in 2016, Taylor held senior leadership roles in the healthcare, senior living, and economic development industries. She is certified in crisis communications through the Institute for Crisis Management (ICM).

“As risk managers, we’ve always stressed to our clients the importance of communicating well as a means of optimizing good outcomes,” said Taylor. “The difference in today’s environment, and especially in the time of coronavirus, is that now the margin for error is all but gone. Now, the price of not communicating effectively could cost you your business. That’s too much at stake to be cavalier in the way your business handles a crisis, or even in how you define a crisis. And the cost of these services is no longer the barrier it once was. Because our team operates within a larger specialty risk practice through an insurance brokerage, Sentinel can offer high-level crisis communication services at a fraction of what you once had to pay a public relations firm to do.”

Sentinel’s comprehensive scope of services covers everything from assessing a business’s reputational vulnerabilities, to putting plans and protocols into place to prevent a crisis from occurring, to containing simmering threats before they reach crisis level, to managing an effective response should a threat become reality.

Specific crisis communication services include:

  • Reputational risk assessments
  • Reputation management/social media monitoring
  • Crisis communication response and readiness plans
  • Crisis communication audits
  • Active crisis response
  • Onsite media management and key messaging
  • Designated spokesperson/media liaison

To find out more about crisis communication services, annual plan offerings, reputational monitoring, or help determining if a threat represents a crisis to your organization, contact Michelle Taylor at Sentinel at: 855.490.2528,