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In the 34th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson sit down with Amy Whitfield, a communications and crisis communications specialist who frequently works with churches and faith-based organizations. Amy’s journey into crisis communications was unplanned but became a cornerstone of her career. Her insights offer valuable lessons in marketing communications, internal communications, and career development for anyone navigating high-stakes communication challenges.

This episode is a must-listen for communications and marketing professionals wanting to learn about crisis communications and how they intertwine with marketing communications strategies.

Amy’s introduction to crisis communications came unexpectedly, but she quickly developed the instincts needed to manage chaos with clarity. Her political science background and denominational work helped her build a strong foundation in communication professional development, allowing her to guide organizations through sensitive moments while maintaining trust and credibility.

Developing a Crisis Communication Plan

Crisis communication, Amy explains, requires more than strategy—it demands practice, resilience, and continuous learning. Over the past decade, she has developed her “muscles” for crisis response through real-world experience in Southern Baptist Convention. For communicators committed to professional growth, she recommends resources such as Crisis Communications: A Case Book Approach and You’re It: Crisis, Change, and How to Lead When It Matters Most. These tools support continuing professional development and encourage a mindset of growth in high-pressure communication roles.

Aligning Marketing Communications with Crisis Response

One of Amy’s key takeaways is the need to align marketing communications with crisis messaging. Whether pausing campaigns, adjusting tone, or creating unified statements, organizations must balance marketing with internal and external communications. Amy emphasized that close collaboration between marketing and communications teams is vital for organizational reputation, especially when addressing external stakeholders. This integrated approach is also central to marketing professional development, teaching communicators how to adapt strategies across departments.

Preparation and Crisis Response Strategies

Preparation is at the heart of effective crisis management. Amy shared best practices in internal communications, including building a crisis response team, designating media liaisons, and mapping out communication channels. These strategies help organizations respond quickly, protect reputations, and maintain credibility with employees and external audiences alike. For those investing in professional development for communications professionals, mastering internal planning and execution is a key skill set.

Keeping Humanity at the Core of Messaging

Beyond tools and strategies, Amy reminds communicators to keep humanity at the center of crisis work. Empathy, compassion, and authenticity build trust with affected communities and teams. For professionals focused on career development in communications, cultivating these traits is just as important as mastering technical skills.

Professional Development for Communications Professionals

Amy Whitfield’s expertise illustrates why crisis communications is such a valuable area of focus in the broader field of marketing communications. Her advice reinforces the importance of preparation, alignment across internal and external communications, and continued investment in communication professional development.

To learn more about Amy or connect with her work, find her on LinkedIn.

 

 

 

00:00 Crisis Communications with Amy Whitfield

01:19 Upcoming Episodes and Guest Lineup

02:04 Meet Amy Whitfield: Crisis Communications Expert

04:07 Diving into Crisis Communications

05:46 Amy Whitfield’s Journey into Crisis Communications

14:25 Common Crises in Nonprofits and Faith-Based Organizations

18:01 Preparing for a Crisis: Tips and Strategies

22:01 Collaboration Between Marketers and Communications Professionals

27:15 Continuous Learning and Final Thoughts

29:03 Conclusion and Where to Find More Information