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What are the key elements of a crisis communication strategy?

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A crisis is an unexpected event that threatens the reputation, operations, or survival of an organization. It can be caused by natural disasters, cyberattacks, product failures, or human errors. How well an organization responds to a crisis can make or break its future. That's why contingency planning is essential for any business that wants to be prepared for the worst. Contingency planning is the process of identifying potential risks, developing strategies to mitigate them, and creating a communication plan to inform stakeholders and the public. In this article, we will discuss some of the best practices for crisis management in the context of contingency planning, and what are the key elements of a crisis communication strategy.

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1 Assess the situation

The first step in crisis management is to assess the situation and determine the scope, impact, and urgency of the crisis. You need to gather as much information as possible from reliable sources and verify the facts. You also need to identify the stakeholders who are affected by the crisis, such as customers, employees, investors, regulators, media, and community. You should prioritize their needs and expectations, and assess how they perceive the crisis and your organization.

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Andy Titerickx

Framework Director at Amentum
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Something to consider is ensuring the plan remains up to date and those responsible for action in the plan are clear on what they need to do. There is an old military saying that No plan survives contact with the enemy. So proactive testing of the plan and those responsible for action will help to mitigate poor response when reality bites

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2 Activate the crisis team

The next step is to activate the crisis team, which is a group of people who are responsible for managing the crisis and executing the contingency plan. The crisis team should have a clear leader, who has the authority and accountability to make decisions and communicate them. The team should also have representatives from different functions and departments, such as operations, legal, finance, marketing, and public relations. The team should meet regularly to coordinate actions, monitor the situation, and evaluate the results.

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Joe E.

Experienced Business Continuity Manager | Bridging Resilience in Public and Private Sectors | Expert in Business Continuity Mitigation and Business Resiliency
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Identifying and engaging with crisis team members is the important first step, the second one is making sure that team contacts are still correct. I have reviewed plans that list the team members that are no longer with the organization or serve in a different capacity. When activating the plan is not the time you want to find out that the plan is outdated.

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Andy Titerickx

Framework Director at Amentum
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A consideration here is ensuring senior management are fully aware of the action that will be taken as part of the plan. If the crisis team are not empowered to act then risk to the business will escalate. Equally the crisis team should be experienced enough to understand the limits of that empowerment.

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3 Communicate effectively

The most important aspect of crisis management is communication. You need to communicate effectively with your internal and external stakeholders, and provide them with accurate, timely, and consistent information. You should also anticipate their questions and concerns, and address them proactively. You should use multiple channels and formats to reach your audience, such as emails, phone calls, social media, press releases, and website updates. You should also be transparent, honest, and empathetic, and avoid blaming others or minimizing the crisis.

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Andy Titerickx

Framework Director at Amentum
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Anticipate that some stakeholders will feel they should be involved in resolving matters, having capacity to deal with this whilst the crisis reaction team are left to deal with the issues at hand will help enormously

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4 Implement the contingency plan

The contingency plan is the blueprint for how you will respond to the crisis and mitigate its impact. It should include specific actions, roles, responsibilities, timelines, and resources. You should implement the plan as soon as possible, and adjust it as needed based on the changing situation. You should also document your actions and outcomes, and keep track of your progress and performance.

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5 Evaluate and learn

The last step in crisis management is to evaluate and learn from the crisis. You should conduct a post-crisis review and analysis, and identify what went well and what went wrong. You should also solicit feedback from your stakeholders and evaluate their satisfaction and trust. You should then identify the lessons learned and the best practices, and incorporate them into your future contingency plans and crisis management policies. You should also recognize and reward your team members and stakeholders who contributed to the crisis resolution.

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Joe E.

Experienced Business Continuity Manager | Bridging Resilience in Public and Private Sectors | Expert in Business Continuity Mitigation and Business Resiliency
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Regular outreach to the identified team members will help to keep the information fresh in there minds. Putting the plan together, fine tuning it , and exercising it are the first phase. To ensure that the team keeps there skills sharp will require a cadence of training and exercising. Ensuring there is a process to track and close identified gaps can help when showing a ROI to executive staff.

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What are the key elements of a crisis communication strategy?

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1 Assess the situation

2 Activate the crisis team

3 Communicate effectively

4 Implement the contingency plan

5 Evaluate and learn

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