Why do all businesses need a crisis communications plan?
Recently, Abbie posted about crisis communications in the social media age, offering smart guidance on what organizations should do when a situation starts gaining traction online.
Her post was focused on viral crises, but it also served as a reminder of something every business should take seriously long before anything goes sideways: crisis planning.
Because while no one opens a business hoping for a crisis, they show up when they show up (uninvited, to boot!).
And when they do, the difference between a brand that responds calmly and one that spirals often comes down to whether a plan was already in place.
Most often called a crisis communications plan or issues management plan, this document should provide general guidelines for decision-making before, during and after a crisis. It should clearly outline who is responsible for what, who needs to be notified, who is authorized to speak on behalf of the organization and how information will be shared internally and externally.
It should also include pre-approved messaging for various possible scenarios. Not canned statements that sound like a robot wrote them after reading a legal memo, but thoughtful, authentic language that can be adapted quickly when facts are still developing and pressure is high.
Because in a crisis, speed matters. But accuracy matters more.
A good plan also accounts for internal communications. Employees should not learn about a major company issue from the evening news, a social media post or their neighbor’s cousin’s Facebook feed. They need clear, consistent information so they can understand what is happening and, when appropriate, help reinforce the organization’s response.
Once developed, the plan should not sit in a folder collecting digital dust. It should be practiced using real-life scenarios, ideally with a professional third party that can poke holes, ask tough questions and provide recommendations before the stakes are real.
When done right, a crisis communications plan can help minimize downtime and business disruption, reduce confusion and rumors, support decision-making, and help the brand maintain credible relationships with employees, customers, community partners, industry leaders and the media.
Most importantly, it gives the organization a fighting chance to lead with clarity instead of panic.
Will a plan make a crisis fun?
Nope. Not at all.
But it can make a difficult situation more manageable, more organized and far less damaging than it might be otherwise.
And in today’s world, where one post can travel faster than the facts, that matters.
For assistance with your crisis communications planning needs, drop us a line at info@hmapr.com.
