Developing a Crisis Communication Plan: Best Practices
Every business, regardless of size or industry, faces the potential for a crisis. A well-developed crisis communication plan is crucial for managing internal and external communications during a business disruption, protecting your reputation, and ensuring business continuity. This article provides practical tips for developing an effective crisis communication plan.
What is a Crisis Communication Plan?
A crisis communication plan is a detailed strategy that outlines how a business will communicate with stakeholders – including employees, customers, media, and the public – during a crisis. It establishes protocols, designates responsibilities, and provides pre-approved messaging to ensure consistent and timely information dissemination. Without a plan, organisations risk miscommunication, reputational damage, and loss of trust.
1. Identify Key Communication Channels
The first step in developing a crisis communication plan is to identify the communication channels you will use to reach your stakeholders. These channels should be reliable, accessible, and appropriate for the type of information you need to convey.
Internal Communication:
Email: Effective for distributing detailed information to all employees.
Intranet: A central repository for updates, policies, and resources.
Instant Messaging (e.g., Slack, Microsoft Teams): Useful for quick updates and real-time communication.
Phone Calls/Text Messages: Important for reaching employees who may not have immediate access to digital channels.
In-Person Meetings: Necessary for addressing sensitive issues and providing emotional support.
External Communication:
Website: A primary source of information for the public and media.
Social Media (e.g., Facebook, Twitter, LinkedIn): Used for rapid dissemination of updates and addressing public concerns. Be mindful of the tone and accuracy of posts.
Press Releases: Formal statements for media outlets.
Media Interviews: Opportunities to provide detailed explanations and answer questions.
Customer Service Channels (e.g., phone, email): Frontline staff need to be prepared to answer customer inquiries.
Consider the demographics and preferences of your audience when selecting communication channels. For example, older customers may prefer phone calls, while younger customers may prefer social media updates.
2. Develop Pre-Prepared Messages
During a crisis, time is of the essence. Developing pre-prepared messages for various scenarios can save valuable time and ensure consistent messaging. These messages should be adaptable and easily customisable to fit the specific circumstances of the crisis.
Draft Key Messages: Create templates for common crisis scenarios, such as product recalls, data breaches, or natural disasters. These templates should include:
A brief description of the situation.
An acknowledgement of the impact on stakeholders.
Steps the company is taking to address the situation.
Contact information for further inquiries.
Prepare Holding Statements: Develop generic statements that can be released immediately to acknowledge the crisis and assure stakeholders that the company is taking action. For example: "We are aware of the situation and are taking steps to gather more information. We will provide updates as soon as possible."
Anticipate Questions: Identify potential questions from the media and the public and prepare answers in advance. This will help ensure that your team is prepared to respond accurately and consistently.
Common Mistake: Failing to tailor pre-prepared messages to the specific situation. While templates are helpful, it's crucial to adapt them to the unique circumstances of each crisis. Generic, impersonal messages can damage your credibility and erode trust.
3. Designate a Crisis Communication Team
A dedicated crisis communication team is essential for managing communications effectively during a crisis. This team should include representatives from various departments, such as:
Executive Leadership: Provides overall direction and approval.
Public Relations/Communications: Manages external communications and media relations.
Legal: Ensures compliance with legal requirements and provides guidance on sensitive issues.
Operations: Provides technical information and insights into the operational impact of the crisis.
Human Resources: Manages internal communications and employee support.
Customer Service: Handles customer inquiries and complaints.
Clearly define the roles and responsibilities of each team member. Designate a spokesperson who will be the primary point of contact for the media. Ensure that each team member is trained and prepared to fulfill their responsibilities.
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4. Train Employees on Communication Protocols
All employees should be aware of the company's crisis communication plan and their role in it. Provide training on communication protocols, including:
Who to Contact: Employees should know who to contact if they become aware of a potential crisis.
What to Say: Provide employees with guidelines on what they can and cannot say to the media or the public. Emphasise the importance of referring inquiries to the designated spokesperson.
How to Use Communication Channels: Train employees on how to use the company's communication channels effectively during a crisis.
Social Media Policy: Remind employees of the company's social media policy and the importance of avoiding unauthorised comments or posts about the crisis.
Regular training and drills can help ensure that employees are prepared to respond effectively during a crisis. Consider conducting mock crisis scenarios to test the plan and identify areas for improvement.
5. Monitor Social Media
Social media can be a powerful tool for disseminating information during a crisis, but it can also be a source of misinformation and negative sentiment. It's crucial to monitor social media channels to track public perception, identify emerging issues, and respond to inaccurate information.
Use Social Listening Tools: Employ social listening tools to monitor mentions of your company, brand, and related keywords. These tools can help you identify trends and sentiment in real-time.
Respond to Inquiries and Concerns: Address legitimate inquiries and concerns promptly and professionally. Avoid engaging in arguments or defensive behaviour.
Correct Misinformation: Correct inaccurate information quickly and effectively. Provide factual information and direct people to reliable sources.
Be Proactive: Use social media to proactively share updates and information about the crisis. This can help control the narrative and prevent the spread of misinformation.
Scenario: A food manufacturer experiences a product recall due to contamination. By actively monitoring social media, the company can identify customers who have purchased the affected product and provide them with instructions on how to return it for a refund. They can also address concerns about the safety of other products and reassure customers that they are taking steps to prevent future incidents.
6. Be Transparent and Honest
Transparency and honesty are essential for building trust and maintaining credibility during a crisis. Be open and forthcoming with information, even if it's negative or unflattering. Avoid withholding information or attempting to downplay the severity of the situation.
Acknowledge Mistakes: If the company made a mistake, acknowledge it and take responsibility. Explain what steps are being taken to prevent similar mistakes in the future.
Provide Regular Updates: Keep stakeholders informed of the progress being made to address the crisis. Provide regular updates, even if there is no new information to share.
Be Empathetic: Show empathy for those affected by the crisis. Acknowledge their pain and suffering and offer support.
Common Mistake: Attempting to cover up or minimise the impact of a crisis. This can backfire and damage your reputation even further. Honesty and transparency are always the best policy.
Developing a comprehensive crisis communication plan is a critical investment for any business. By identifying key communication channels, developing pre-prepared messages, designating a crisis communication team, training employees, monitoring social media, and being transparent and honest, you can effectively manage communications during a crisis, protect your reputation, and ensure business continuity. You can find answers to frequently asked questions on our website.