When something goes awry, it’s very rarely anticipated. More often than not, it’s a hideous and disruptive surprise. In these difficult moments, having a crisis communication plan outlined ahead of time is truly priceless.

In the face of a major crisis or event, it’s difficult to think clearly about communication strategy. A clear, organized communication strategy can help alleviate some pressure in the moment and empower you to respond in a way that’s mindful, impactful, and on-brand.

Some organizations — like fire departments, police departments, and other emergency response teams — dedicate an entire position to communication. And while many other brands or entities don’t require a full-time Information Officer, it’s wise to have a strategy developed before disaster strikes.

What’s in A Crisis Communication Plan?

The kinds of crises that you may face are highly dependent on your field, of course. A nonprofit that works with a vulnerable population has different potential risks than a medical practice, restaurant, or art gallery. But risks exist nonetheless.

The first step to crafting a well-designed crisis communication plan is considering what kinds of risks your brand or organization could possibly face. What if there’s an accident at your facility and someone is seriously injured? What if there’s an emergency in your facility — like a flood or fire — that closes it down?

Based on these potential scenarios, you can draft some preliminary wording to ensure that in the heat of the moment, you’re not caught off guard. You’ll have a toolbox of words, phrases, and strategies ready when you need them most.

Next, it’s important to identify all the ways that you need to distribute your message. Social media, website, press release, direct contact — the list will vary depending on your unique needs. Having consistent, transparent messaging across platforms is key in the wake of a crisis.

Finally, it’s crucial to identify roles and responsibilities in responding to a crisis. Who will be facing the public? Who is responsible for writing and sending a press release? Who is tasked with posting on social media and mediating comments? These aren’t things you want to hammer out in the midst of an emergent situation.

The Benefits of Strong Crisis Communication

The ability to handle a crisis well can be extremely beneficial to your brand or organization. In addition to minimizing confusion or misinformation, clear and consistent communication can actually improve trust among your stakeholders. It’s an opportunity to demonstrate your values — walk your talk — and handle a challenge with grit and grace.

Having a crisis communications plan before an emergency strikes can translate to a much swifter response, which also aids in clarity and cultivating stakeholder support. Quick and confident response to a crisis keeps you in control of the narrative. Again, this readiness and agility can ultimately improve confidence in your clients and the wider community, even in the aftermath of an unexpected event.

Building Your Customized Plan

No two organizations or brands will have the same crisis communications plan. They’re simply not one-size-fits-all. However, it can be tough to think through this kind of strategy when it’s not something you’re used to!

Let’s work together to make sure you have a strong, dynamic crisis communication strategy assembled long before disaster hits. Like the best insurance policy, it’s far better to have it and never need it than need it and not have it. Be prepared to have a swift, mindful, clear response that allows you to keep control of the narrative and build trust-based relationships.

Get in touch now for a completely free consultation, and we can explore how a well-crafted crisis communication plan can benefit you.