Developing an Effective Crisis Communication Plan
- by Jacqueline Spence
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In today’s fast-paced world, where information spreads instantaneously, businesses face significant challenges when it comes to managing crises. Whether it’s a natural disaster, a cyberattack, or a PR scandal, the ability to communicate effectively during a crisis can make the difference between sustaining long-term success, or facing irreparable damage.
In a recent GlobalMeet webinar crisis communication experts Elizabeth Ortega and Michele Dobnikar explored how businesses can develop a robust crisis communication plan that ensures business continuity and mitigates risks
Importance of a Crisis Communication Plan
A crisis communication plan is a strategic tool that prepares businesses for the unexpected. It establishes clear protocols for communicating with both internal and external stakeholders during times of crisis. The plan ensures that businesses can quickly respond, provide accurate information, and maintain trust with their audiences.
Elizabeth Ortega, founder of ECO Strategic Communications, emphasized that one of the most critical aspects of crisis communication is to “seize the narrative.” Ortega advises businesses to be proactive in addressing crises rather than allowing external forces — such as the media or competitors — to control the story, explaining that “the first narrative often sticks in people’s minds.” Once the crisis becomes public, it’s much harder to change perceptions, so businesses must get ahead of the news, and establish their version of events early.
Michele Dobnikar, president of GlobalMeet, echoed this sentiment, emphasizing that “being prepared” is key. She noted that companies often don’t have time to formulate a communication strategy once a crisis occurs, which is why planning ahead is essential. “You must have the ability to communicate immediately,” she stated. Having a comprehensive crisis communication plan in place allows businesses to react swiftly, and minimize any fallout.
Key Elements of a Crisis Communication Plan
A well-developed crisis communication plan should include the following key components:
1. Clear Chain of Command
Establishing a clear hierarchy of decision-makers is vital in a crisis. Businesses should have designated leaders responsible for making decisions and communicating with both internal and external stakeholders. This ensures that the organization speaks with a unified voice and avoids conflicting messages. As Ortega noted, “leadership must work closely with communications teams to ensure clarity and consistency in messaging.”
2. Proactive Communication
Both Ortega and Dobnikar stressed the importance of proactive communication. While it might seem counterintuitive, addressing potential crises before they escalate can prevent more significant issues later. Proactive communication can involve anything, from responding to media inquiries, to keeping employees informed about sensitive matters. Dobnikar shared an example of a large global company she worked with as an example of best practice. They regularly updated a list of key personnel to be engaged during a crisis, and tested their communication systems quarterly.
3. Internal and External Communication Strategies
A successful crisis communication plan must account for both internal and external audiences. Internal audiences, such as employees, play a critical role in maintaining business continuity. Keeping them informed helps prevent misinformation and rumors from spreading. As Dobnikar pointed out, during a crisis such as a natural disaster or cyberattack, regular communication with employees is crucial. “Remaining calm sets the tone for how the organization responds, and helps keep emotions under control.”
Externally, businesses need to communicate effectively with customers, clients, media, and the public. In times of crisis, transparency is essential to maintaining trust. Ortega emphasized the need for businesses to address the situation head-on: “Acknowledge what the issue is, develop resources to correct the situation, and explain how you will avoid similar issues in the future.”
4. Regular Updates and Testing
Crisis communication plans should be treated as dynamic documents, subject to regular review and testing. Both experts agreed that, at a minimum, businesses should review their plans annually. Though ideally, quarterly reviews would provide more agility. These reviews should involve cross-functional teams, including legal, Human Resources, and communications, to ensure that all potential risks are considered, and that everyone is aligned on how to handle different types of crises.
In addition to regular reviews, businesses should also test their crisis communication plans through drills and simulations. Dobnikar shared her experience of working with a company whose proactive testing of their business continuity plan during a wildfire saved both their operations, and their employees, noting that “having a well-thought-out plan allows you more headspace to handle unexpected nuances.”
Business Continuity and Disaster Recovery (BCDR)
A crisis communication plan is closely tied to broader business continuity and disaster recovery (BCDR) strategies. These plans ensure that critical business functions can continue during and after a disaster. Dobnikar shared an example of how her previous employer handled a wildfire crisis. Employees were evacuated from their homes, and the company had to act quickly to relocate staff whilst continuing to serve clients. Thanks to a well-tested business continuity plan, they were able to run the business with minimal disruption.
“Facing business risks head-on with a proactive, informed, and structured approach helps protect the organization and ensures resilience,” Dobnikar explained. Having a BCDR plan in place can prevent operational downtime and safeguard critical data and infrastructure during a crisis.
The Role of Virtual Events in Crisis Communication
Virtual events have emerged as a powerful tool for crisis communication. In the wake of the COVID-19 pandemic, many organizations turned to virtual platforms to communicate with stakeholders during times of uncertainty. Michele Dobnikar, whose expertise lies in virtual events, highlighted the advantages of using these platforms in crisis situations.
Virtual events allow businesses to communicate quickly and effectively with large audiences, providing real-time updates, and addressing concerns as they arise. They also offer interactive features such as polls and participant analytics, enabling organizations to gauge audience reactions and adjust their messaging accordingly.
Elizabeth Ortega added that video communication plays a crucial role in building trust during a crisis. “Seventy percent of what we communicate is non-verbal,” she said, emphasizing the importance of body language and facial expressions in conveying authenticity. Virtual events give businesses the opportunity to put a face to their response, reducing anxiety, and fostering a sense of connection with their audience.
Conclusion
Developing an effective crisis communication plan is essential for any organization looking to protect its reputation and ensure business continuity. As Elizabeth Ortega and Michele Dobnikar emphasized in their webinar, businesses must be proactive in seizing control of the narrative, communicating transparently with stakeholders, and regularly reviewing and testing their crisis communication strategies.
Incorporating virtual events into crisis communication plans can provide a dynamic and cost-effective way to reach audiences quickly and authentically. By preparing ahead of time and maintaining clear lines of communication, businesses can navigate even the most challenging crises while preserving trust and minimizing damage.
With the right crisis communication plan in place, organizations can not only survive a crisis, but emerge stronger and more resilient than before.
