No matter what business you’re in, it’s not a question of if a crisis will happen – it’s a question of when. For that reason, it’s important to always be in proactive mode, instead of reaction mode. A crisis communication plan is imperative to any organization. 

What’s a crisis communication plan?

A crisis communication plan is an established protocol to reference when your organization faces a crisis or unexpected situation. It’s common to prepare a plan in advance for various scenarios applicable to your organization. They can range from simple incidents like a water pipe bursting in your office to tragedies like an active shooter or on-site death.

Why do I need a crisis communication plan?

Having these pieces in place puts you at an advantage in a time that can feel overwhelming and stressful. Instead of panicking and feeling lost in managing the situation, this protocol ensures that you are the one controlling the narrative. Things are moving a mile a minute, so if you’re taking too long to respond to the media’s questions, the public is left assuming you’re hiding something. Especially in the event of tragedy, a delay in communication may show lack of empathy. Instead of theories spiraling out of your control, your plan prepares you to quash potential rumors or speculation more quickly and demonstrates that you own the situation.

What does a crisis communication plan entail?

Your crisis communication plan can include a number of communication pieces depending on your organization’s type, size and stakeholders. Here are examples of what can be included:

• Responses to the media addressing the situation.
• Statements sent to staff members and stakeholders and shared on your social media pages.
• Frequently asked questions from media, staff members and stakeholders.
• Instructions for staff members to follow when approached with questions.
• Assignments laying out which team members will lead. For example, your CEO may be whose name is tied to the statements, but your communication director or PR firm will be the primary contact to the media.

Not all these items are needed and they can vary depending on your needs. There may also be some situations where you use some prepared communication pieces and not others.

No organization is immune to crises. A clear crisis communication plan is important to prepare today so you’re ready for tomorrow. You are less likely to find yourself scrambling to figure out everyone’s role in the situation and to respond to inquiries. Delays will leave people in the dark for too long and they’ll make up their own stories. Being proactive ensures you’re in control of the situation, dispels public assumptions and minimizes the potential of negative public opinions. If you need help building your crisis communication plan and figuring out what scenarios to prepare for, Obsidian is here to help!