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
Key Terms to Review (18)
Crisis communication plan: A crisis communication plan is a strategic framework designed to guide an organization in communicating effectively during a crisis, ensuring timely and accurate information is shared with key stakeholders. This plan is crucial for minimizing damage to an organization's reputation and maintaining trust during unexpected situations, and it involves identifying potential crises, preparing responses, and establishing channels for ongoing communication.
Crisis communication team: A crisis communication team is a specialized group of individuals within an organization responsible for managing communication during emergencies or critical situations. This team ensures that accurate and timely information is disseminated to the public, stakeholders, and the media, playing a crucial role in maintaining the organization’s reputation and trust during challenging times. The effectiveness of this team often hinges on proactive planning and coordination to handle media relations and public perception.
Crisis Hotline: A crisis hotline is a dedicated phone service that provides immediate support and assistance to individuals in emotional distress or crisis situations. These hotlines are staffed by trained professionals or volunteers who offer empathetic listening, guidance, and resources to help callers navigate their challenges. They play a critical role in crisis communication planning and preparedness by ensuring that individuals have access to help during emergencies.
Image restoration theory: Image restoration theory is a framework used to understand how organizations respond to crises that damage their reputation. It focuses on strategies employed to restore public perception after an event that causes harm, including denial, evasion of responsibility, and corrective action. These strategies help organizations manage their image during challenging times, influencing communication planning, media relations, and post-crisis evaluations.
Media relations: Media relations refers to the practice of building and maintaining positive relationships between an organization and various media outlets. This involves communicating effectively with journalists, providing them with accurate information, and ensuring that the organization's messages are represented fairly in news coverage. A strong media relations strategy is crucial for managing public perception and enhancing the organization's reputation.
Message development: Message development is the process of crafting and refining communication content that effectively conveys information, intentions, and emotions to a target audience. This involves identifying key messages, determining the appropriate tone and style, and ensuring clarity and coherence in the communication. Effective message development is crucial during crisis situations, as it helps organizations convey their response strategies, maintain credibility, and manage public perception.
Operational crisis: An operational crisis refers to a significant disruption in an organization’s processes that adversely affects its ability to operate normally. This type of crisis often involves breakdowns in operations, systems, or procedures that can lead to severe consequences, including financial loss, reputational damage, or regulatory repercussions. Understanding operational crises is crucial for organizations to establish effective crisis communication planning and preparedness strategies to mitigate impacts.
Post-crisis: Post-crisis refers to the phase that occurs after a crisis has unfolded, focusing on the recovery, analysis, and learning from the event. This stage involves evaluating the crisis response, communicating with stakeholders about the outcomes, and implementing changes to prevent future incidents. It is crucial for organizations to understand the impacts of their crisis management strategies and to rebuild trust with their audiences.
Pre-crisis: Pre-crisis refers to the phase before a crisis occurs, focusing on planning and preparation to minimize damage when a crisis arises. This stage is crucial as it allows organizations to identify potential risks, develop communication strategies, and establish protocols that can be activated in response to an impending crisis. Proper pre-crisis planning ensures that stakeholders are informed, which can significantly reduce confusion and maintain trust during challenging times.
Press release: A press release is a written communication that announces news or information to the media, intended to generate publicity and coverage. It serves as a primary tool in public relations, providing journalists with essential details about an event, product launch, or crisis. This tool plays a significant role in crisis communication planning, helping organizations prepare messages to manage their reputation and effectively communicate during difficult situations.
Public relations officer: A public relations officer is a professional responsible for managing communication between an organization and its various stakeholders, particularly during times of crisis. They play a crucial role in shaping the public perception of an organization by disseminating information, handling media inquiries, and developing strategies to address issues that may impact the organization's reputation.
Reputational crisis: A reputational crisis is a significant event or series of events that severely damages the public perception of an organization or individual, often leading to loss of trust, credibility, and business. It typically arises from scandals, unethical behavior, or negative publicity and can have long-lasting effects on stakeholders' relationships and overall success. Effective crisis communication planning and preparedness are essential to mitigate the impact of such crises and restore reputation.
Situational Crisis Communication Theory (SCCT): Situational Crisis Communication Theory (SCCT) is a framework that helps organizations respond effectively during crises by matching their communication strategies to the nature and severity of the crisis. SCCT emphasizes understanding the context of the crisis, assessing the organization's responsibility, and using appropriate strategies to protect its reputation and maintain stakeholder trust. By employing SCCT, organizations can navigate complex situations and foster recovery through targeted communication efforts.
Social media monitoring: Social media monitoring is the process of tracking and analyzing conversations, comments, and mentions related to a brand, organization, or topic across various social media platforms. This practice helps organizations understand public sentiment, identify potential crises early, and engage with their audience effectively.
Spokesperson training: Spokesperson training is a specialized program designed to prepare individuals to effectively communicate on behalf of an organization, especially during high-pressure situations like crises. This training encompasses techniques for handling media inquiries, delivering clear messages, and maintaining composure under stress, ensuring that the spokesperson represents the organization's interests accurately and confidently.
Stakeholder engagement: Stakeholder engagement is the process of actively involving individuals, groups, or organizations that have an interest or stake in a project, initiative, or organization, with the aim of building relationships, fostering collaboration, and ensuring that their needs and concerns are addressed. This concept is crucial for establishing trust, gathering feedback, and enhancing decision-making, which ultimately contributes to the overall success of any endeavor.
Timeliness: Timeliness refers to the relevance and appropriateness of information or a message in relation to the current context or situation. It is crucial for ensuring that communications capture attention and drive engagement, particularly when trying to connect with audiences or stakeholders. Being timely can enhance the effectiveness of media pitching and story placement while also playing a vital role in crisis communication planning and preparedness, ensuring responses resonate with audiences at critical moments.
Transparency: Transparency refers to the practice of openly sharing information and being honest about actions, decisions, and policies within an organization or during communication. It fosters trust and accountability, making it a vital principle in building strong relationships with stakeholders and the public.