Due to the fast pace of our workday, we often prioritize urgent tasks and neglect projects that are not immediate. However, this approach can cause problems during a crisis. To mitigate these risks, it is important to have a crisis communication plan that is well-developed and regularly updated. This plan will enable your organization to effectively respond to various types of crises, whether they are natural disasters or man-made incidents. While it is impossible to anticipate every potential event, a well-managed crisis communication plan can help safeguard your organization’s brand, reputation, and credibility.
What Defines a Crisis?
A crisis is an occurrence that takes place abruptly and typically without warning. In order to effectively handle a crisis, a prompt reaction is necessary, as mishandling it can lead to financial losses, heightened legal disputes, job cuts, reduced employee satisfaction, harm to reputation, weakened competitive advantage, amplified government involvement, augmented consumer activism, and diminished trust in management.
Crises can encompass a variety of events, including natural disasters like floods, tornadoes, and blizzards, as well as external disasters and medical emergencies like fires, chemical exposures, and accidents involving multiple victims. Additionally, crises can also include workplace violence, fraud, and equipment recalls. The emergence of social media has led to an increase in crises related to reputation management, like the notable case involving two Dominos employees who uploaded videos on YouTube showcasing the unsanitary preparation of pizzas.
What Is a Crisis Communications Plan?
A crisis communications plan outlines the sequence of actions that a nonprofit organization can adopt in the event of an emergency or unforeseen circumstance. It specifies the messaging to be utilized, the communication and response approach towards the public, and, if relevant, the measures to prevent reoccurrence of such crises.
One of the most crucial actions you can take is to have a plan in place, whether your organization is dealing with an internal issue like a board member accused of sexual harassment or one triggered by external factors such as a natural disaster.
In this post, I will outline the essential steps that must be taken when developing a crisis communications plan for your nonprofit organization.
I have also consulted with Holly Bodner, a public relations expert who has experience working on awareness campaigns for various organizations, including the US Departments of Education and Labor, Johns Hopkins University and NIH, as well as being the founder of Two Reasons Media. I sought her advice on the optimal approach for nonprofit communications professionals to deal with the current situation.
If You’re in the Middle of a Crisis, Start Here
While it’s ideal to prearrange a plan, it’s understandable that it may not always be possible, as even the most well-thought-out plans may not be applicable to every situation (especially unforeseen circumstances like the ongoing pandemic).
If you are currently facing a public relations battle and are unsure of where to begin, relax and take a deep breath.
Even if you are not an expert or have no prior experience, it is alright.
You and your organization will successfully overcome this.
After repeating the idea to yourself multiple times (or until you begin to accept it), you can proceed to address the situation once more. Initially feeling panicked is normal, but if you can reassure yourself that you are giving your best effort and managing it to the best of your ability, everything will eventually fall into place.
Know Who Has to Respond to What
To develop a plan, it is important to determine the individuals who should be involved if a crisis occurs. The composition of this team may vary based on the size of your organization. It might comprise your ED, board members, and head of marketing, or it could extend to encompass your HR team, other members of the marketing team, or individuals affected by the ongoing crisis.
Holly emphasized that the plan should include the foremost aspect of the crisis communications team, which is the roles and responsibilities. She clarified that this includes identifying the team members and the person in charge, preferably someone who can reach the executive director or other key decision maker. Additionally, the plan should specify the platforms or technology to be utilized for sharing information.
In order to effectively convey your message to the press, it is advisable to assign someone from your team as the main spokesperson for your organization. The choice of spokesperson may vary depending on the circumstances, but it is usually the executive director or head of communications who takes on this role. This individual will be responsible for disseminating the desired message and should be prepared to respond to all press inquiries in a composed and professional manner.
Depending on the level of attention the situation receives, there might be other individuals who will require a response. For instance, if there is a high demand, it may be necessary to assign specific staff members to address all inquiries on social media for a certain period of time. However, it is vital to ensure that everyone receives comprehensive instructions on what to communicate. It is crucial to avoid situations where team members unintentionally provide incorrect information due to a lack of knowledge.
Assess the Situation
Regardless of how well-prepared your organization may be, there will always be aspects of your crisis strategy that need to be customized for each unique situation.
Here are a few questions you can ask yourself while getting ready to answer:
- Is anyone in immediate danger?
- Have we taken all the actions we can to mitigate the crisis so far? If not, what needs to be done first?
- Has our staff been informed? Do they know who to refer questions to?
- Are there any other stakeholders (such as board members and partner organizations) who need to be informed?
- Is there more information we need to learn before going public?
- What questions are we likely to be asked?
Decide Which Channels You’ll Be Using
Do you need to issue a press release? Will you make an appearance on local TV? Or is it sufficient to share a Facebook post and send an email to your most dedicated followers?
In order to effectively address different situations, it is important to have a comprehensive plan that accounts for the responsible parties for each level of response. Additionally, it is essential to prioritize the creation of appropriate messaging in a timely manner, as social media platforms can rapidly spread news.
Holly stated that if you have established a social media presence, it should be one of the avenues for communication.
In the past, crisis communications were mostly done through media outlets. However, social media has disrupted this by eliminating the middleman and enabling brands to communicate directly with customers. While you are preparing your CEO to address journalists, the conversation is already happening online, often in real-time. Therefore, it is crucial to have a social media representative on the crisis communications team.
Execution
When facing a crisis, it is crucial to address various audiences, which may consist of employees, media, and potentially family members, board members, and government officials. It is important to ensure thorough documentation throughout the process to facilitate future evaluation of successful and unsuccessful approaches.
To start with, collect as much information as possible about the incident. What are the specific details? When and where did it occur? How severe are any injuries? What can be confirmed, and what is mere conjecture?
After carefully considering the process, proceed to implement the crisis communication plan. Reach out to team members and commence the process of revising key messages and sharing other crucial information. Ensure that all messages are approved by legal and appropriate management before they are made public.
