Crisis Communication: What It Is, Why You Need It & How To Create a Plan

Crisis communication is a type of public relations and investor relations communications that is designed to protect and defend an individual, company, or organization from negative publicity.

Crisis communication is often used in the case of a natural disaster, accident, or other emergency situation. The goal of crisis communication is to minimize the negative impact of the event and to protect the reputation of the individual or organization. For an investor relations firm it is a vital element of communicating with shareholders.

Crisis communication can be a difficult and delicate process. It is important to be clear and honest in all communications, and to always act in the best interests of the individual or organization. Crisis communication and the crisis management effort should not be used to cover up any wrongdoing or to spin the situation in a positive light.

In the event of a crisis, it is important to have a plan in place. The plan should include who will be responsible for communication, what message will be communicated, and how the communication will be delivered. The plan should be designed to protect the reputation of the individual or organization and to minimize the negative impact of the crisis. The same can apply to government officials, local communities or high-profile individuals.

Crisis communication is an important part of public relations and should be given careful consideration as a part of the crisis management process. From natural disasters to industry specific potential crises and crisis risks that exist it is important for a business continuity plan to be designed that not only can establish notification but be used for effectively communicating emergency notifications.

What is Crisis Communication?

Crisis communication refers to information provided to organizations to resolve a crisis in which the organization is affected by customer complaints or reputation issues. Essentially it means that despite managing your reputation the reputation of the company can easily be seen.

Therefore, it is in the best interests of the business to have some input. Customers will also be happier with a transparent expectation system. While crisis communication can be quite reactive, it is important to create a crisis communications program for your employees before implementing it.

What is a Crisis Communication Plan?

A crisis communication plan is a tool that helps organizations effectively manage and respond to a crisis. A crisis can be defined as an event that threatens the reputation of an organization or individual, and has the potential to cause serious harm.

Organizations need a crisis management plan along with a crisis management team to protect their reputation and minimize the damage caused by a crisis. The plan should include who will be responsible for communication, what message will be communicated, and how the communication will be delivered.

Crisis communication strategies help an organization to achieve the goal of a crisis communication plan which is to protect the reputation of the organization and to minimize the negative impact of the crisis.

Why Companies Need a Crisis Communication Plan When A Crisis Occurs

Companies need a crisis communication plan to protect their reputation and minimize the damage caused by a crisis. The plan should include who will be responsible for communication, what message will be communicated, and how the communication will be delivered as well as the messaging for both internal and external stakeholders.

Responding to the Crisis

The crisis management team develops several important messages to incorporate into all outgoing communications. The message can evolve in response with changes in the current situation. The communication needs to take place at a rapid pace and be regularly updated. This may mean scripts to answer phone calls at published phone numbers, a published fax number or the first phone calls to make for media alerts. Social media channels are a new and common way for human resources or only authorized spokespersons to respond to a potential crisis.

Media Relations During a Business Crisis

Usually the most basic information on emergencies that is available is via the media; therefore media relations are a key part of any crisis plan. Timing matters.

Response to crises must be made immediately and through the most appropriate communication channel. Keep in mind the news media does have no borders and operates every day, 7 days a week.

The crisis management team will prepare appropriate statements to the media. The crisis management team also organises and leads news conferences and informational sessions. Keeping the media in touch gives the company control over their messages.

How to Communicate with Stakeholders During a Crisis

Once a crisis occurs, it is important to communicate with stakeholders in a timely and effective manner. For a public company the stakeholders are the core group for focus and an essential component. This important audience should always be provided with pertinent information any time the company chooses to disseminate information, answer questions or provide other updates.

The following examples outline several ways to do this, including:

• Issuing a press release
• Holding a news conference
• Creating a website or blog
• Using social media
• Sending out email updates
• Distributing a fact sheet

Factors to Consider When Choosing Communication Methods

• The nature of the crisis
• The timing of the crisis
• The audience you are trying to reach
• The resources you have available

Crisis Communication Do’s and Do Not’s

DO:

• Develop a crisis communication plan before a crisis occurs

• Identify a crisis management team

• Determine the method of communication you will use

• Create messages that are clear and concise

• Monitor the situation and keep stakeholders updated

• Be prepared to respond to questions

DON’T:

• Wait until a crisis occurs to develop a plan

• Assume everyone knows what to do

• Try to communicate everything at once

• Make promises you can’t keep

• Ignore the situation and hope it will go away

After the Crisis

Once the crisis is over, it is important to evaluate the response and make changes to the plan if necessary. From collecting information to corrective actions, review how many employees were affected or suffered job loss. This will help ensure that your organization is prepared for future crises.

It is also important to thank those who helped during the crisis. This includes members of the crisis management team, employees, secondary spokespeople and stakeholders.

At Futurist Society we are experts in crisis communications understanding not only the best strategies needed to formulate a plan but also having the expert knowledge of tactics required to deploy the plan in the event necessary. We can work in close coordination with your team to delivery key messages and keep shareholders updated regularly while also working in coordination with the news media, posting and monitoring social media and total crisis response.

Crisis Guideline Principles

A very important aspect of effective communication in a critical situation is the ability to gather information and understand facts and implications and then to provide correct and consistent advice to each party. Communication should be honest and transparent. In a crisis, the truth must be told quickly and honestly. Preparing pre crisis stage with monitoring systems can be a key component in controlling the narrative and general public opinion.

How to Create a Crisis Communication Plan

Creating a crisis communication plan requires expert knowledge and understanding of the best tactics and strategies to deploy in the event of a crisis. The plan should be designed to protect the reputation of the organization and to minimize the negative impact of the crisis.

Some factors to consider when creating a crisis communication plan include who will be responsible for communication, what message will be communicated, and how the communication will be delivered. From community members to chief advisers, every role should be covered. 

Organizations should always act in the best interests of the individual or organization, and crisis communication should not be used to cover up any wrongdoing or to spin the situation in a positive light.

A crisis communications plan provides procedures for coordinating communications, both internal and external, in crisis situations. The plan lists role, responsibility and protocol guidelines for a company guiding a public audience to share information with the entire audience.

It’s part of the larger plan to manage the business activities when circumstances threaten the operation of an organization or its reputation. This document covers communication aspects when there’s an emergency situation.

Crisis Communications Tools

Effective crisis communications employs a wide variety of ways of communication with its target audiences. During a crisis, the Crisis Communications Team can deploy any of these communication vehicles. The departmental offices listed for each communication vehicle are responsible for developing specific implementation plans for each vehicle. The crisis communication team and leadership need a comprehensive knowledge of all details before any crisis occurs.

Elements of Crisis Communication Plans

There are a few key elements that should be included in a crisis communication plan:

1. Who will be responsible for communication?

2. What message will be communicated?

3. How will the communication be delivered?

4. What is the goal of the communication?

The plan should be designed to protect the reputation of the organization and to minimize the negative impact of the crisis. Crisis communication should not be used to cover up any wrongdoing or to spin the situation in a positive light.

Tactics for Crisis Communications Team Implementation

Once you have a plan in place, there are a few tactics that can be used to implement it:

1. Designate a spokesperson – The spokesperson should be someone who is calm and level-headed, and who can effectively communicate the message.
2. Develop key messages – The key messages should be clear, concise, and honest. They should be designed to protect the reputation of the organization and to minimize the negative impact of the crisis.
3. Create a communication schedule – The communication schedule should be designed to keep stakeholders updated on the situation and to ensure that all communications are consistent.
4. Monitor social media – Social media can be a powerful tool during a crisis, and it should be monitored so that rumors can be quashed and accurate information can be disseminated.
5. Evaluate the plan – After the crisis has passed, it is important to evaluate the plan to see what worked well and what could be improved. Post crisis communication is just as important as the first message released.

Crisis Communications Tips

It is important to remember that a crisis can happen at any time, and it is important to be prepared.

There are a few things to keep in mind when communicating during a crisis:

1. Be clear and honest in all communications.
2. Act in the best interests of the organization or individual.
3. Do not try to cover up any wrongdoing.
4. Monitor social media for rumors and misinformation.
5. Evaluate the plan after the crisis has passed.

Crisis Communications Summary

Crisis communication is a vital part of any organization, and it is important to be prepared. A crisis communication plan should be designed to protect the reputation of the organization and to minimize the negative impact of the crisis.

Some factors to consider when creating a crisis communication plan include who will be responsible for communication, what message will be communicated, and how the communication will be delivered. T

Tactics for implementing a crisis communication plan include designating a spokesperson, developing key messages, creating a communication schedule, and monitoring social media.

After the crisis has passed, it is important to evaluate the plan to see what worked well and what could be improved. Review the crisis messages and general crisis response as well as the follow up crisis messages and up to date information for a complete picture of the external communications and role in overall business operations.

Crisis Communication FAQ – Frequently Asked Questions Regarding Crisis Communications

What is the meaning of crisis communication?

Crisis communications can be broadly understood in terms of gathering, processing and dissemination of data needed for tackling crisis situations. It consists of the dialogue between the public organizations before, during and after the negative incident. The goal of crisis communication is to protect and defend an organization’s reputation. It can help to minimize damage that the organization receives in response to the crisis.

What is a crisis communication example?

One employee films the moment that his coworker performs some unsanitary actions, such as sneezing on another food. After the delivery of all the food, the film was published online. This can cause a significant loss for employees and other stakeholders. 

In response, the restaurant then issues an apology to their customers, stating that they will take more safety measures in the future. This could be just one of many holding statements used when an issues like this occurs.

What is crisis communication in simple words?

The definition of crisis communication is largely centered on collecting, processing, or disseminating information needed to address an urgent crisis situation. This is the “dialogues” between organizations and their publics in the period before, during and following negative events.

Why should companies communicate with its stakeholders in a crisis situation?

In the end Crisis Communication aims to reduce the reputational damage that an upcoming event could do to your business and build a strong relationship between your business and its customers.

What are the four steps of the crisis communications process?

There are four steps to the crisis communications process:

1. Planning and preparing

2. Monitoring and assessment

3. Response and recovery

4. Evaluation and learning

Each step is important in order to effectively manage a crisis situation. Planning and preparing ahead of time can help to mitigate the impact of a crisis. Monitoring and assessment during and after a crisis can help to identify any areas that need improvement. Response and recovery should be focused on addressing the immediate needs of those affected by the crisis. Evaluation and learning should be used to improve future responses to similar situations.

What is the difference between public relations and crisis communication?

The main difference between public relations and crisis communication is that public relations is proactive while crisis communication is reactive. Public relations is about building and maintaining relationships with stakeholders. Crisis communication is about managing the negative impact of an event on an organization’s reputation.

What are the 5 C’s of crisis management?

It is called the five Cs in emergency communication: Care, commitment, competency, community, and continuous.

Care: You must care about what you do, or you will never be successful at it.

Commitment: You must be committed to your work, or you will never see the results you want.

Competency: You must be competent in your field, or you will never be able to properly manage a crisis.

Community: You must build a community of support, or you will never be able to effectively communicate in a crisis.

Continuous: You must be continuous in your efforts, or you will never be able to sustain them.

What is the benefit of a crisis communication plan?

A crisis communications plan enables business owners to identify all possible vulnerabilities that their business has already. By doing this, it will be much easier to formulate an effective plan for how to communicate with the public in the event of a crisis. Additionally, a crisis communications plan provides a template for how to respond to a crisis, which can help to reduce the amount of chaos and confusion that often accompanies these types of events.

Why is it important to have a streamlined crisis communication plan?

The Crisis Communication Plan provides guidance on preparing for and managing proper crisis communications for the client. Having a plan that is known, practiced and trusted by employees will go a long way during an actual crisis.

Crisis communication plans should be reviewed and updated on a regular basis to ensure they are still relevant and effective. Additionally, it is important to have a streamlined crisis communication plan so that everyone knows what their role is and how to best communicate with the public during a crisis.

In conclusion, it is important for companies to have a plan in place for how to communicate with their stakeholders during a crisis. This plan should be reviewed and updated on a regular basis to ensure it is still relevant and effective. Additionally, it is important to have a streamlined crisis communication plan so that everyone knows what their role is and how to best communicate with the public during a crisis.