7.2 Crisis communication planning and preparedness
10 min read•august 20, 2024
Crisis communication planning is crucial for organizations to effectively manage and respond to crises. A well-designed plan helps anticipate potential issues, develop response strategies, and coordinate communication efforts across channels and stakeholders.
Key elements include a designated crisis team, identified scenarios, prepared statements, and established notification systems. Organizations should conduct vulnerability audits, develop strategies, create toolkits, and establish command centers to enhance preparedness.
Importance of crisis communication planning
Crisis communication planning is crucial for organizations to effectively manage and respond to crises, minimizing damage to reputation, operations, and stakeholder trust
A well-designed helps organizations anticipate potential crises, develop appropriate response strategies, and coordinate communication efforts across various channels and stakeholders
Investing in crisis communication planning enables organizations to react quickly and decisively during a crisis, demonstrating , empathy, and accountability to stakeholders
Key elements of crisis communication plan
Designated crisis communication team
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A dedicated team of experienced professionals responsible for developing, implementing, and monitoring the crisis communication plan
Includes representatives from various departments (public relations, legal, HR, operations) to ensure a comprehensive and coordinated response
Team members are trained in crisis management, , and stakeholder communication to effectively handle high-pressure situations
Identified potential crisis scenarios
Conducting a thorough analysis of the organization's operations, industry, and external environment to identify potential crisis scenarios (product recalls, data breaches, natural disasters)
Prioritizing crisis scenarios based on likelihood and potential impact on the organization's reputation, finances, and stakeholder relationships
Developing specific response strategies and communication plans for each identified crisis scenario to ensure swift and appropriate action
Prepared holding statements
Pre-drafted statements that provide initial information and acknowledgment of the crisis situation, demonstrating the organization's awareness and commitment to addressing the issue
Holding statements are designed to be quickly released to media and stakeholders, buying time for the organization to gather more information and develop a comprehensive response
Statements should strike a balance between providing essential details and avoiding speculation or admitting liability, while expressing empathy and concern for those affected
Established notification systems
Implementing reliable and efficient communication channels to quickly notify key stakeholders (employees, customers, partners, regulators) about the crisis situation
Notification systems may include emergency alert systems, mass email or text message platforms, dedicated crisis hotlines, and internal communication tools (intranet, messaging apps)
Regularly testing and updating notification systems to ensure they remain functional and accessible during a crisis
Defined roles and responsibilities
Clearly outlining the specific roles and responsibilities of each member, ensuring a coordinated and efficient response
Assigning tasks such as media monitoring, stakeholder outreach, content creation, and spokesperson duties based on team members' expertise and experience
Establishing a clear chain of command and decision-making protocols to streamline communication efforts and avoid confusion or conflicting messages
Conducting a vulnerability audit
Assessing internal vulnerabilities
Evaluating the organization's internal processes, systems, and policies to identify potential weaknesses or gaps that could contribute to a crisis (outdated technology, inadequate training, lack of oversight)
Conducting regular risk assessments and audits to proactively identify and address internal vulnerabilities before they escalate into full-blown crises
Engaging employees across various departments to provide insights and feedback on potential vulnerabilities and improvement opportunities
Evaluating external threats
Monitoring the organization's external environment, including industry trends, competitor activities, and sociopolitical developments, to identify potential threats or risks (regulatory changes, market disruptions, activist campaigns)
Conducting regular stakeholder surveys and sentiment analysis to gauge public perception and identify emerging concerns or issues that could escalate into a crisis
Collaborating with industry associations, think tanks, and other external partners to stay informed about emerging threats and best practices in crisis management
Prioritizing potential crises
Assessing the likelihood and potential impact of each identified vulnerability or threat, considering factors such as financial loss, reputational damage, and operational disruption
Prioritizing potential crises based on their severity and urgency, allocating resources and attention to the most critical risks first
Regularly reviewing and updating the prioritization of potential crises as the organization's internal and external environment evolves
Developing a crisis communication strategy
Defining communication objectives
Establishing clear and measurable communication goals for each stage of the crisis, from initial response to recovery and restoration of reputation
Objectives may include minimizing reputational damage, maintaining stakeholder trust, providing timely and accurate information, and demonstrating the organization's commitment to resolving the crisis
Aligning communication objectives with the overall crisis management strategy and the organization's values and mission
Identifying key stakeholders
Mapping out all relevant stakeholders who may be affected by or interested in the crisis, including employees, customers, investors, regulators, media, and the general public
Prioritizing stakeholders based on their level of influence, interest, and potential impact on the organization's reputation and operations
Tailoring communication strategies and messages to address the specific needs, concerns, and expectations of each stakeholder group
Determining appropriate communication channels
Selecting the most effective and appropriate communication channels for reaching each stakeholder group, considering factors such as urgency, complexity, and sensitivity of the message
Channels may include press releases, social media, email, dedicated websites, town hall meetings, and one-on-one conversations, depending on the nature of the crisis and the stakeholder group
Ensuring consistency and coordination of messages across all communication channels to avoid confusion or contradictions
Crafting consistent messaging
Developing clear, concise, and empathetic messages that accurately convey the organization's understanding of the crisis, its impact on stakeholders, and the steps being taken to address the situation
Ensuring that all messages align with the organization's values, mission, and communication objectives, while also being sensitive to the concerns and emotions of affected stakeholders
Creating a central repository of approved messages, talking points, and Q&A documents to ensure consistency and accuracy across all communication efforts
Creating a crisis communication toolkit
Pre-written press releases
Developing templates for press releases that can be quickly customized and distributed in the event of a crisis, including initial statements, updates, and resolution announcements
Incorporating key messages, facts, and quotes from designated spokespersons to ensure consistency and clarity in media communications
Regularly reviewing and updating templates to reflect changes in the organization's operations, industry, or external environment
Fact sheets and backgrounders
Creating comprehensive fact sheets and backgrounders that provide detailed information about the organization, its products or services, and its crisis management efforts
Fact sheets may include statistics, timelines, infographics, and other visual elements to help stakeholders quickly understand the context and scope of the crisis
Backgrounders can provide a more in-depth look at the organization's history, mission, values, and relevant industry or regulatory context
Social media templates
Developing pre-approved social media posts, images, and videos that can be quickly adapted and shared on various platforms during a crisis
Templates should be designed to convey key messages, provide updates, and address stakeholder concerns in a concise and engaging format
Establishing guidelines for social media engagement during a crisis, including monitoring, responding to comments and inquiries, and escalating issues to the appropriate team members
Contact lists for stakeholders
Maintaining up-to-date contact lists for all key stakeholders, including media outlets, industry influencers, regulators, and partner organizations
Organizing contact lists by stakeholder group, priority level, and preferred communication channel to ensure efficient and targeted outreach during a crisis
Regularly verifying and updating contact information to ensure accuracy and completeness
Establishing a crisis command center
Centralized location for decision-making
Designating a physical or virtual space where the crisis communication team and other key decision-makers can convene to assess the situation, share information, and coordinate response efforts
The command center should be easily accessible, secure, and equipped with necessary tools and resources to facilitate effective decision-making and communication
Establishing clear protocols for activating the command center, including trigger events, notification procedures, and roles and responsibilities of team members
Equipped with necessary communication tools
Providing the command center with reliable and secure communication tools, such as phones, computers, video conferencing equipment, and backup power sources
Ensuring access to real-time monitoring and analytics tools to track media coverage, social media sentiment, and stakeholder feedback during the crisis
Maintaining a central repository of crisis communication materials, including press releases, fact sheets, and stakeholder contact lists, for easy access and reference
Staffed with trained personnel
Assigning experienced and trained personnel to staff the command center, including crisis communication team members, subject matter experts, and support staff
Providing regular training and simulation exercises to ensure that command center staff are prepared to handle various crisis scenarios and can effectively use communication tools and protocols
Establishing clear roles and responsibilities for each command center staff member, including decision-making authority, communication channels, and reporting lines
Training and simulation exercises
Media training for spokespersons
Providing comprehensive media training for designated spokespersons, including executives, subject matter experts, and crisis communication team members
Training should cover key messaging, interview techniques, body language, and handling difficult questions or hostile media encounters
Conducting regular refresher training and mock interviews to ensure spokespersons remain prepared and confident in their roles
Tabletop exercises for crisis scenarios
Conducting regular tabletop exercises that simulate various crisis scenarios, allowing crisis communication team members to practice their roles, test response plans, and identify areas for improvement
Tabletop exercises should involve key decision-makers from across the organization, including leadership, legal, HR, and operations, to ensure a coordinated and comprehensive response
Debriefing after each exercise to discuss lessons learned, identify gaps in the crisis communication plan, and develop action items for improvement
Full-scale simulations and drills
Conducting periodic full-scale simulations and drills that test the organization's entire crisis management and communication infrastructure, including activation of the command center, deployment of communication tools, and engagement with stakeholders
Simulations should involve all relevant departments and personnel, as well as external partners such as first responders, regulators, and media outlets, to create a realistic and immersive experience
Evaluating the organization's performance during the simulation, identifying strengths and weaknesses, and updating crisis communication plans and protocols based on lessons learned
Integrating crisis communication with overall crisis management
Alignment with business continuity plans
Ensuring that crisis communication plans are fully integrated with the organization's overall business continuity and disaster recovery plans
Aligning communication objectives, strategies, and resources with the broader goals and priorities of crisis management, such as ensuring employee safety, maintaining critical operations, and minimizing financial losses
Regularly reviewing and updating crisis communication plans in tandem with business continuity plans to ensure consistency and effectiveness
Coordination with legal and HR departments
Collaborating closely with legal and HR departments to ensure that crisis communication efforts comply with relevant laws, regulations, and internal policies
Seeking legal guidance on issues such as liability, disclosure requirements, and employee privacy, and incorporating this advice into communication strategies and messages
Working with HR to develop and implement employee communication plans, including providing support and resources for affected employees and their families
Collaboration with external partners
Establishing relationships and communication protocols with key external partners, such as law enforcement, regulatory agencies, industry associations, and community organizations, before a crisis occurs
Collaborating with these partners during a crisis to share information, coordinate response efforts, and ensure consistent and accurate messaging to stakeholders
Participating in joint training exercises and simulations with external partners to build trust, improve communication, and identify areas for improvement
Monitoring and evaluating crisis communication effectiveness
Setting key performance indicators (KPIs)
Establishing clear and measurable KPIs to assess the effectiveness of crisis communication efforts, such as media sentiment, stakeholder feedback, website traffic, and social media engagement
Aligning KPIs with the overall communication objectives and goals of the crisis management plan
Setting realistic targets for each KPI and regularly tracking progress throughout the crisis to identify areas for improvement or adjustment
Tracking media coverage and sentiment
Monitoring traditional and social media channels to track the volume, tone, and reach of coverage related to the crisis and the organization's response
Using media monitoring tools and sentiment analysis to identify key themes, influencers, and potential risks or opportunities in the public discourse
Regularly reporting on media coverage and sentiment to the crisis communication team and leadership, and using these insights to inform ongoing communication strategies and messages
Conducting post-crisis assessments and debriefs
Conducting a comprehensive assessment of the organization's crisis communication performance after the crisis has been resolved, including an analysis of KPIs, media coverage, stakeholder feedback, and team performance
Holding debriefing sessions with the crisis communication team, leadership, and other key stakeholders to discuss lessons learned, successes, and areas for improvement
Documenting the findings of the assessment and using them to update and enhance the organization's crisis communication plan and protocols
Continuous improvement of crisis communication plan
Incorporating lessons learned from crises
Systematically reviewing and analyzing the lessons learned from each crisis, including insights from post-crisis assessments, debriefs, and stakeholder feedback
Identifying specific areas for improvement in the crisis communication plan, such as messaging, , or team coordination, and developing action plans to address these gaps
Sharing lessons learned and best practices with other departments and teams across the organization to foster a culture of continuous learning and improvement
Updating plans based on industry best practices
Staying informed about the latest trends, research, and best practices in crisis communication and management, through professional associations, conferences, and publications
Benchmarking the organization's crisis communication plan against industry leaders and peers, and identifying opportunities to adopt or adapt successful strategies and tactics
Regularly updating the crisis communication plan to incorporate new best practices, technologies, and tools that can enhance the organization's preparedness and response capabilities
Regularly reviewing and testing plans
Conducting periodic reviews of the crisis communication plan, at least annually or whenever significant changes occur in the organization's operations, structure, or external environment
Engaging a diverse group of stakeholders, including employees, partners, and external experts, in the review process to gather fresh perspectives and insights
Regularly testing the crisis communication plan through tabletop exercises, simulations, and drills, and using the results to identify areas for improvement and update the plan accordingly