10.2 Developing crisis communication plans

When crisis strikes, you need a solid plan. A crisis communication plan is your roadmap for navigating tough times. It outlines who does what, how to craft messages, and ways to reach stakeholders when things go south.

Having a plan isn't enough—you've got to practice it. Regular simulations and training keep your team sharp. After a crisis, analyze what worked and what didn't. Use those insights to make your plan even stronger for next time.

Crisis Response Team

Assembling and Preparing the Team

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• 

  Emerging Progress on State’s Mental Health Crisis System - North Carolina Health News View original

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• Crisis communication team comprises key personnel from various departments (public relations, legal, operations, human resources)
• Team members assigned specific roles and responsibilities for efficient crisis management
• Regular training sessions conducted to keep the team updated on crisis communication best practices
• Backup team members identified to ensure 24/7 coverage during crisis situations
• Team develops and maintains a crisis communication manual outlining procedures and guidelines

Spokesperson Selection and Preparation

• Spokesperson carefully chosen based on credibility, communication skills, and subject matter expertise
• Media training provided to spokespersons to enhance their ability to handle tough questions and maintain composure
• Multiple spokespersons prepared for different crisis scenarios or to address various stakeholder groups
• Spokesperson briefed thoroughly on crisis details, key messages, and potential questions before any public appearances
• Regular practice sessions conducted to refine spokesperson's delivery and message consistency

Internal Communication Protocols

• Clear chain of command established for information flow during crisis situations
• Secure communication channels (encrypted messaging apps, dedicated hotlines) set up for internal updates
• Regular internal briefings scheduled to keep all employees informed and aligned on crisis messaging
• Employee guidelines created for social media usage and external communication during crises
• Internal FAQ documents developed to address common employee concerns and questions

Stakeholder Outreach and Engagement

• Comprehensive stakeholder map created to identify key groups affected by potential crises
• Tailored communication strategies developed for each stakeholder group (customers, investors, regulators, community leaders)
• Contact information database maintained for quick outreach during crisis situations
• Pre-approved templates for initial stakeholder communications prepared for various crisis scenarios
• Feedback mechanisms established to gather and address stakeholder concerns throughout the crisis

Crisis Messaging Strategy

Effective Message Development

• Core messages crafted to address key concerns and provide accurate information
• Message framing techniques employed to shape public perception and maintain organizational reputation
• Consistent talking points developed for all spokespersons and communication channels
• Messages tailored for different audiences while maintaining overall consistency
• Regular message updates scheduled as new information becomes available during the crisis

Media Relations and Engagement

• Media monitoring systems implemented to track coverage and identify emerging issues
• Proactive media outreach strategy developed to maintain control of the narrative
• Press kits prepared with background information, fact sheets, and visual aids
• Regular media briefings scheduled to provide timely updates and address questions
• Relationship-building efforts with key journalists maintained before and during crises

Digital Crisis Management Tactics

• Social media response protocols established for quick and appropriate online engagement
• Dark site prepared and ready to launch with crisis-specific information and resources
• Online reputation management tools utilized to monitor and address negative sentiment
• Influencer outreach strategy developed to leverage third-party credibility during crises
• Digital content (videos, infographics) created to explain complex issues clearly and concisely

Crisis Preparedness and Evaluation

Conducting Effective Crisis Simulations

• Regular crisis simulation exercises scheduled to test team readiness and identify gaps
• Realistic scenarios developed based on potential risks specific to the organization
• External facilitators brought in to add objectivity and challenge team assumptions
• Time-pressured decision-making incorporated into simulations to mimic real crisis conditions
• Cross-functional participation ensured to test coordination between different departments

Post-Crisis Analysis and Improvement

• Comprehensive post-crisis review conducted to evaluate response effectiveness
• Stakeholder feedback collected to assess perception of crisis management efforts
• Media coverage analyzed to identify areas of successful and unsuccessful messaging
• Lessons learned documented and incorporated into updated crisis communication plans
• Follow-up actions implemented to address any identified weaknesses or gaps in the response