At the cornerstone of effective crisis management is accurate, clear, and timely communication. MSG is ready to mobilize rapid response communications to ensure that all audiences – government employees, federal grantees, and our communities – are informed in the midst of any crisis situation. Our process is based on an understanding of the goals, objectives, challenges, and timeline of every communication activity. This includes: assessment of the audiences and how best to reach them; strategic development of a plan of what will happen, with whom, and through which channels; engagement through effective dissemination to target audiences; evaluation to ensure efficacy, reach, and action; and enhancements for continuous improvement. MSG applies a cultural lens to communications as well, such as which materials are appropriate to various demographics.