Crisis Communications
Creating a crisis communications plan is essential for effectively managing and responding to potential crises that may impact your organization's reputation or operations. Here are instructions to help you create your own crisis communications plan:
Establish a crisis communications team:
Identify key individuals who will be responsible for managing the crisis communications efforts. This team should include representatives from various departments, such as public relations, legal, executive leadership, and relevant subject matter experts.
Define roles and responsibilities:
Clearly define the roles and responsibilities of each team member during a crisis. Assign tasks such as spokesperson, media monitoring, social media management, internal communications, legal counsel, and stakeholder engagement. Ensure that everyone understands their specific roles and is prepared to execute them when needed.
Develop a crisis communication policy:
Create a policy that outlines the organization's approach to crisis communication. Specify the principles, values, and guidelines that will govern your communication efforts during a crisis. Include protocols for information sharing, decision-making processes, and approval mechanisms.
Create a crisis communication protocol:
Outline the step-by-step procedures to be followed when a crisis occurs. Include a clear escalation process, internal and external communication channels, and contact information for key stakeholders, including media outlets. Define criteria for activating the crisis communication plan and establish clear triggers for each level of response.
Prepare holding statements:
Develop a set of pre-approved holding statements that can be used to acknowledge a crisis and assure stakeholders that the situation is being addressed. These statements should be general enough to be adaptable to different crisis scenarios. Update and customize them as needed when a crisis occurs.
Develop key messages and talking points:
Craft key messages and talking points that align with the crisis scenario and your organization's values. These messages should address the concerns and needs of various stakeholders, such as employees, customers, partners, and the media. Ensure that they are empathetic, transparent, and consistent with your brand's voice.
Establish media relations strategies:
Define strategies for engaging with the media during a crisis. Identify primary media contacts and establish relationships in advance. Prepare a media kit that includes relevant background information about your organization, key spokespeople's biographies, and any supporting documents or visuals that may be needed.
Coordinate internal communications:
Develop a plan for communicating with employees during a crisis. Establish channels for sharing timely updates, instructions, and support resources. Assign specific individuals or departments to manage internal communication efforts and ensure consistent messaging across all internal platforms.
Test and train:
Regularly conduct crisis simulations and training exercises to test the effectiveness of your crisis communications plan. Simulate various crisis scenarios and evaluate your team's response. Identify areas for improvement and refine your plan accordingly.
Monitor and evaluate:
Continuously monitor potential crisis triggers and trends. Stay vigilant to detect early signs of a crisis and respond proactively. After each crisis, conduct a thorough evaluation of your response efforts, identifying strengths and areas for improvement. Incorporate the lessons learned into your crisis communications plan.
Update and maintain:
Review and update your crisis communications plan regularly to ensure its relevance and effectiveness. Keep contact information, key messages, and protocols up to date. Communicate any changes to the crisis communications team and conduct periodic refresher training sessions.
Remember, a crisis communications plan is a living document that should be adapted and refined as your organization evolves and new risks emerge. By being prepared, you can effectively manage crises and protect your organization's reputation.
Downloadable template coming soon.
