We all hope and pray it never happens. But for every organization operating for an extended period of time, facing a crisis situation—an unexpected event that poses a threat to the organization’s reputation, operations, or revenue stream—is almost inevitable. 

When that time comes, is your organization ready to respond?

An organizational crisis can take many forms. A natural disaster, an operational failure, a managerial misstep, or employee misconduct can all become a public relations nightmare. In an era defined by social media and instantaneous communications, the importance of preparedness cannot be overstated. The old adage, if you fail to plan, you are planning to fail, has never rung more true. 

Every organization needs a crisis communications plan. Companies that are proactive in anticipating potential crises and have established protocols in place are better equipped to respond effectively when disaster strikes.

When faced with an unexpected event, the initial response sets the tone for how the crisis will be perceived and managed. Transparency, honesty, and empathy are of utmost importance. A swift acknowledgement of the situation, along with a commitment to addressing concerns and providing regular updates, helps reassure stakeholders and maintain credibility.

Recently, a client asked for our help in developing a crisis comms plan tailored to their unique mission. While every organization has its own particular circumstances to address, there are six fundamental elements that comprise an effective crisis communications strategy:

1) Review

If your organization already has a crisis communication plan in place, take time to review the plan on a regular basis (at least once a year). Ensure it aligns with the current realities of your situation, and update any policies as required. 

2) Risk Analysis

Conduct a thorough risk analysis of the most likely crises your organization may face. Consider the potential impact of each risk factor on your staff, your supporters, and the public at large. Evaluate the short-term and long-term consequences of each situation. 

3) Build a Team

Identify your crisis communications team members and emergency contacts. Choose individuals who will remain calm in crisis yet are prepared to act quickly and respond appropriately when called upon. Be sure to identify the extra support you may need, like insurance providers and legal advisors.

4) Define Protocols

After your team is assembled, define a chain of command and activation protocols. Who can formally trigger a response? Who executes the communication and crisis plan? Who develops the messaging? Who signs-off? Every step of your response should be in place in order to avoid confusion mid-crisis. 

5) Communicate Well

Internally, be prepared to inform employees about the crisis situation, communicate with them regularly, and set expectations around their use of social media. Externally, determine how you will inform the public, what media platforms and outlets will be utilized, and who will speak on behalf of the organization. Conduct media training with spokespeople so they communicate your message with clarity. 

6) Practice, Review and Reassess

Simulate a crisis situation and run drills on a regular basis to evaluate the effectiveness of your comms plan and the preparedness of your team. Reassess and make changes to your emergency communications strategy as needed based on learnings from the drills. 

Ultimately, the key to effective crisis communication lies in authenticity and accountability. Demonstrating a genuine commitment to resolving the issue goes a long way toward building trust and credibility. 

While crises are inevitable, how organizations respond will either strengthen or undermine their reputation with stakeholders. In today’s interconnected world, effective communication during times of adversity is not just a skill but a vital strategic necessity for long-term success. 

Ready to develop a crisis communications plan of your own? We can help! Ask us today about our crisis communications package. We can help you create a crisis communications plan, conduct media training, and run a simulation so your whole team will be prepared for times of crisis.