10.3 Managing internal crisis communication
5 min read•august 16, 2024
Internal crisis communication is crucial for nonprofits. It's about being ready for the worst and keeping everyone in the loop. Good planning helps organizations respond quickly and effectively when things go south.
Having a solid plan in place can make or break a nonprofit during tough times. It's not just about damage control – it's about keeping the team united and focused on the mission, even when everything seems to be falling apart.
Proactive Crisis Communication Planning
Importance of Preparedness
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Making Sense of Uncertainty: Nonprofit Scenario Planning During a Crisis | Bridgespan View original
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Making Sense of Uncertainty: Nonprofit Scenario Planning During a Crisis | Bridgespan View original
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Making Sense of Uncertainty: Nonprofit Scenario Planning During a Crisis | Bridgespan View original
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- Proactive crisis communication planning mitigates potential damage and maintains during emergencies for nonprofit organizations
- Well-prepared crisis communication plans enable swift and effective responses reducing confusion and potential reputational harm
- Identifying potential crisis scenarios and developing appropriate response strategies in advance saves crucial time during actual crises
- Regular review and updating of plans ensure relevance and effectiveness in addressing evolving organizational risks and challenges
- Facilitates allocation of resources and assignment of roles ensuring a coordinated response when crises occur
- Maintains organizational continuity and minimizes disruptions to mission-critical activities during challenging times
- Enhances by preparing staff and volunteers to handle various crisis scenarios (natural disasters, financial scandals, public relations issues)
- Builds confidence among stakeholders (donors, beneficiaries, partners) in the organization's ability to manage crises effectively
Benefits of Proactive Planning
- Reduces response time during crises allowing organizations to address issues before they escalate
- Improves decision-making processes by establishing clear protocols and guidelines for
- Enhances reputation management by demonstrating preparedness and responsiveness to stakeholders
- Minimizes financial impact of crises through early intervention and efficient resource allocation
- Strengthens team cohesion and collaboration by clearly defining roles and responsibilities during crises
- Provides a framework for consistent messaging across all organizational levels and communication channels
- Facilitates post-crisis recovery and learning by establishing documentation and evaluation processes
- Helps maintain donor confidence and support during and after crises by demonstrating effective management
Internal Crisis Communication Plan Elements
Organizational Structure and Protocols
- Clear chain of command and decision-making structure for crisis situations including designated spokespersons and backup personnel
- Comprehensive contact lists for all internal stakeholders (employees, volunteers, board members, key partners)
- Defined communication channels and protocols for disseminating information quickly and securely to internal audiences
- Guidelines for monitoring and responding to internal feedback, concerns, and rumors during crises
- Procedures for documenting and archiving all crisis-related communications for future reference and analysis
- Integration with the organization's overall crisis management plan and alignment with its mission and values
- Establishment of a with clearly defined roles and responsibilities
- Development of an internal communication flow chart outlining information dissemination processes
Message Development and Management
- Pre-approved message templates for various crisis scenarios adaptable to specific situations as they arise
- Guidelines for crafting clear, concise, and empathetic messages tailored to different internal audiences
- Processes for message approval and distribution to ensure consistency and accuracy
- Strategies for addressing different types of crises (operational, reputational, financial)
- Protocols for managing sensitive or confidential information during crisis situations
- Techniques for framing messages to maintain organizational values and culture
- Methods for incorporating feedback and addressing common questions or concerns in ongoing communications
- Procedures for coordinating internal and external messaging to ensure alignment and prevent conflicting information
Communicating with Employees and Volunteers in Crisis
Communication Channels and Strategies
- Establish a centralized information hub (, secure messaging platform) to provide real-time updates and resources to internal stakeholders
- Implement a multi-channel communication approach utilizing email, text messages, phone calls, and in-person meetings to ensure message reach and accessibility
- Create a system for two-way communication allowing employees and volunteers to ask questions, share concerns, and provide feedback during crises
- Develop tailored messaging strategies for different internal audience segments considering their roles, responsibilities, and information needs
- Establish regular communication intervals to provide consistent updates even when there is no new information to share to maintain trust and reduce uncertainty
- Utilize visual aids (infographics, videos) to enhance understanding of complex crisis-related information
- Implement a crisis hotline or dedicated email address for urgent inquiries or concerns
Supporting Employees and Volunteers
- Incorporate empathy and transparency in all communications acknowledging the impact of crises on individuals and the organization as a whole
- Provide guidance and resources to help employees and volunteers manage stress and maintain productivity during crisis periods
- Offer training and support to help staff and volunteers communicate effectively with external stakeholders during crises
- Develop protocols for addressing mental health concerns and providing counseling services if needed
- Establish a system for recognizing and rewarding staff and volunteers who demonstrate exceptional performance during crises
- Create opportunities for team building and morale-boosting activities to maintain organizational cohesion
- Provide clear instructions on how employees and volunteers can contribute to crisis resolution efforts
Leadership Role in Internal Crisis Communication
Setting the Tone and Direction
- Leaders must set the tone for crisis communication demonstrating calm, confidence, and transparency to instill trust among employees and volunteers
- Effective crisis leadership involves being visible and accessible to internal stakeholders addressing concerns directly and promptly
- Leaders should ensure consistent messaging across all levels of the organization aligning internal and external communications to maintain credibility
- Crisis leaders must make timely decisions regarding the release of information balancing the need for transparency with legal and ethical considerations
- Leadership should foster a culture of and continuous learning encouraging feedback and using crisis experiences to improve future preparedness
- Leaders play a crucial role in supporting and empowering the crisis communication team providing necessary resources and authority to execute the communication plan effectively
- Demonstrate adaptability by adjusting leadership styles and communication approaches based on the nature and severity of the crisis
Post-Crisis Leadership Responsibilities
- Lead efforts to evaluate the effectiveness of internal crisis communication and implement improvements based on lessons learned
- Facilitate debriefing sessions with staff and volunteers to gather insights and address lingering concerns
- Recognize and appreciate the efforts of individuals and teams who contributed to crisis management
- Oversee the development and implementation of long-term strategies to prevent similar crises in the future
- Communicate the organization's renewed commitment to its mission and values post-crisis
- Engage with key stakeholders to rebuild trust and strengthen relationships affected by the crisis
- Ensure that crisis-related learnings are incorporated into ongoing training and development programs for staff and volunteers
Key Terms to Review (18)
Crisis Communication Team: A crisis communication team is a designated group of individuals within an organization responsible for managing and communicating effectively during a crisis. This team plays a crucial role in developing communication strategies, coordinating responses, and ensuring that accurate information is disseminated to both internal and external stakeholders. The effectiveness of this team can significantly influence how an organization navigates through difficult situations and mitigates potential damage to its reputation.
Crisis Management: Crisis management refers to the strategic approach taken by organizations to handle unexpected and disruptive events that could threaten their reputation, operations, or overall stability. It involves planning, communicating, and executing responses to mitigate the impact of crises, ensuring that the organization can recover and continue to fulfill its mission. In nonprofit settings, effective crisis management is vital for maintaining trust with stakeholders, securing funding, and achieving long-term goals.
Crisis Simulation Training: Crisis simulation training is a proactive method used to prepare organizations for potential crises by creating realistic scenarios that mimic emergency situations. This training helps teams practice their response strategies, improve communication, and refine decision-making skills in a controlled environment, ensuring they are ready to handle real-life crises effectively.
Frequent updates: Frequent updates refer to the regular and timely dissemination of information during a crisis to ensure that all stakeholders are informed and engaged. This practice is essential for maintaining transparency, managing rumors, and addressing concerns as they arise, ultimately fostering trust within the organization. Consistent communication not only keeps employees informed but also helps to mitigate panic and confusion during challenging times.
Funding Crisis: A funding crisis refers to a situation where an organization, particularly in the nonprofit sector, experiences a sudden and severe shortage of financial resources, hindering its ability to operate effectively. This can stem from various factors, such as decreased donations, loss of grants, or economic downturns. In the face of a funding crisis, organizations must engage in strategic crisis communication planning and management to navigate the challenges and mitigate negative impacts on stakeholders and the community.
Image restoration theory: Image restoration theory is a framework that outlines strategies organizations can use to repair their public image after a crisis or damaging event. This theory emphasizes the importance of communication in rebuilding trust and credibility, focusing on how organizations respond to stakeholders' concerns and perceptions during a challenging time.
Internal communication strategy: An internal communication strategy is a planned approach to effectively share information and facilitate communication within an organization. It focuses on ensuring that all employees are informed, engaged, and aligned with the organization's goals and values, especially during times of change or crisis. This strategy encompasses various channels, methods, and messages tailored to meet the needs of different employee groups, fostering a culture of transparency and collaboration.
Intranet: An intranet is a private network that is accessible only to an organization's staff, often used to facilitate internal communication, collaboration, and information sharing. It provides a secure platform for employees to access company resources, updates, and tools, helping to streamline operations and improve efficiency. With its restricted access, an intranet can play a crucial role in managing internal communications during crises and evaluating ongoing communication strategies.
Message mapping: Message mapping is a strategic communication tool that organizes key messages in a clear and concise manner, helping communicators present information effectively. This technique enables organizations to tailor their messages to specific audiences while maintaining consistency and clarity, ensuring that all stakeholders understand the core message being communicated. It plays a crucial role in crafting messages, preparing for media interactions, and managing communication during crises.
Open communication: Open communication is the process of sharing information transparently and honestly, fostering trust and understanding among stakeholders. It involves actively listening, providing feedback, and encouraging dialogue to build relationships and facilitate collaboration. This approach is essential in establishing credibility and accountability, particularly in environments where trust is crucial.
Organizational resilience: Organizational resilience is the ability of an organization to anticipate, prepare for, respond to, and recover from adverse events or crises while maintaining its core functions and stability. This concept emphasizes adaptability, resourcefulness, and the capacity to manage change effectively. Organizations that exhibit resilience can sustain operations, protect their reputation, and foster trust among stakeholders during turbulent times.
Post-crisis evaluation: Post-crisis evaluation is the process of assessing an organization’s response and recovery after a crisis has occurred. This evaluation aims to understand the effectiveness of communication strategies and operational actions taken during the crisis, helping to inform future practices and enhance overall resilience. It also plays a critical role in shaping the organization’s reputation by demonstrating accountability and a commitment to learning from experiences.
Reputation crisis: A reputation crisis occurs when an organization faces significant challenges that threaten its public image and stakeholder trust due to negative events or perceptions. This can arise from various factors, including scandals, unethical behavior, or failures in communication. The way an organization manages internal communication during such a crisis can greatly influence the outcome and perception of the situation.
Situational Crisis Communication Theory: Situational Crisis Communication Theory (SCCT) is a framework that helps organizations develop effective communication strategies during crises by assessing the situation and the potential impact on their reputation. It emphasizes the importance of matching crisis response strategies to the specific nature of the crisis and the organization's perceived responsibility for the event. The theory guides communicators in choosing appropriate messages that can mitigate negative effects on stakeholder trust and organizational reputation.
Spokesperson: A spokesperson is an individual designated to communicate on behalf of an organization or entity, particularly during media interactions or crisis situations. This role is critical as it involves managing public perception and effectively conveying messages that align with the organization's goals and values. The spokesperson serves as the voice of the organization, ensuring that key information is shared clearly and accurately while also addressing concerns and questions from stakeholders.
Staff Meetings: Staff meetings are organized gatherings of team members aimed at discussing issues, sharing updates, and making decisions that affect the organization. These meetings serve as a platform for internal communication, ensuring everyone is on the same page, particularly during a crisis. They help in aligning the team’s efforts, addressing concerns, and facilitating quick responses to challenges that arise within an organization.
Stakeholder engagement: Stakeholder engagement is the process of involving individuals or groups who have an interest in an organization, ensuring their voices are heard and their needs are addressed. This process is critical for fostering relationships, building trust, and aligning stakeholder expectations with organizational goals.
Stakeholder trust: Stakeholder trust refers to the confidence and belief that stakeholders, such as employees, donors, clients, and community members, have in an organization’s ability to act in their best interests and fulfill its commitments. This trust is crucial for the success of an organization, especially in the nonprofit sector, where relationships and reputation can significantly influence fundraising, program support, and overall mission effectiveness.