Developing crisis communication plans is important for businesses because it is a big mistake to believe that nothing “bad” will happen to them. This belief is particularly harmful to businesses as misjudging situations puts the business at risk.
What exactly is a crisis?
A crisis in business refers to a situation that endangers the safety of the public, the finances, and reputation of an organization, as well as its industry, and most significantly, its internal and external stakeholders.
Various types of crises can happen, including technological, confrontational, bankruptcy, and natural disasters. The COVID-19 pandemic serves as an example of how such emergencies can arise unexpectedly. Therefore, it is crucial to effectively manage the situation and ensure proper communication with both the organization and the public.
When considering crisis communication, it is incorrect to only think about public relations. Emergencies have an impact not just on the public, but on every individual working within the company. This implies that all employees, from custodial staff to the CEO, need to be aware of proper protocols.
What can you do to prepare for crises?
According to Lee Krahenbuhl, the Communication Studies Program Coordinator, it is important for every company to possess or develop a crisis communication plan. This plan ensures that companies can address the public or their own organization skillfully in the event of a disaster. In simpler terms, it is crucial to have a properly designed plan to effectively communicate in challenging situations.
What purpose do crisis communication plans serve for companies during times of crisis?
Which type of crisis do I aim to be ready for?
During this crisis, which audiences do I want to communicate with?
What is the message that I intend to deliver to each of these audiences in response to the crisis?
What internal expectations and responsibilities do my employees have?
By answering these prerequisite questions, you will be able to develop the components of your communication plan step by step.
Determine a Spokesperson
To effectively represent your company, determine the individuals who would be suitable and train them to communicate across multiple media platforms.
Identify your crisis communications team
Assigning individual responsibilities to team members is crucial when determining the group that makes major decisions during a crisis. The team composition usually involves the CEO, chief advisers, legal experts, and PR professionals, depending on the specific crisis. While spokespeople are significant, the emphasis lies on establishing the team responsible for decision-making.
Develop your message
What message or response do you have for this crisis? In what ways will your company address and fix the issues brought about by the crisis? Create distinct messages that cater to each audience.
Anticipate A Crisis
No organization is exempt from the possibility of facing crises. Ignoring the situation is no longer an option as the prevalence of modern media allows news to travel rapidly. While stakeholders may be understanding of accidental incidents, they will not show forgiveness towards a subpar reaction.
Assemble a Crisis Team
When preparing for a crisis, carefully consider the individuals who should be included in important discussions. Take into account all areas of your company. When a crisis occurs, this group will be responsible for making decisions and leading communication efforts. Outline these roles in a cloud-based incident management platform so they can quickly be put into action when needed.
Identify And Prepare Spokes People
It is important that a crisis situation is not the initial occasion for any spokesperson to address the media. Determine the individuals who will officially represent your organization when facing a crisis and ensure they are adequately trained for such circumstances.
Identify and Know Your Stakeholders
In the event of a crisis, it is important to personally inform key stakeholders before they become aware of any negative information through the media. It is crucial for the crisis communications plan to specify these specific audiences, which could consist of employees, clients, customers, board members, business partners, or regulatory bodies with potential interest.
To ensure ease of retrieval, store all of your emergency plans in a crisis management solution that is specifically designed for this purpose.
Develop Information Management Processes And Protocols
There is no necessity to store multiple hard copies of your crisis plans in binders at various places such as home, vacation homes, work, multiple offices, or anywhere else. Spreadsheets have traditionally been used to compile crisis information, but advancements in technology now enable organizations to capture, store, and analyze data in a structured manner, which enhances the value of the compiled information.
Establish Media Policies
The way crisis communication is conducted nowadays has undergone significant changes compared to previous years. Every individual possessing a smartphone has the potential to act as a journalist by capturing videos or pictures that could impact the situation. It is essential to ensure that the company acknowledges that only the spokesperson is permitted to communicate with reporters or the media. Incorporate clear policies into the plan that define the limits on what employees can and cannot disclose regarding the situation or the organization.
Develop Holding Statements, Finalize and Adapt Key Messages
Although a complete message development is contingent upon an actual crisis occurring, it is possible to create pre-established “holding statements” that can be utilized immediately following the onset of a crisis, irrespective of the specific scenario that the organization is susceptible to. Additionally, an essential aspect of the crisis communications plan involves coordinating the dissemination of information. In situations where there is an emergency or significant impact on the business, there may be a scarcity of information available regarding the incident or its potential consequences.
Test The Plan and Analyze
Evaluate the potential crisis situations that could occur in your company. Conduct a practice drill to ensure that all challenges and opportunities have been addressed in the plan. Following the exercise, assess the plan and implement any necessary changes.
