As the year comes to a close, businesses find themselves caught up in a flurry of year-end activities. However, amidst the chaos, it’s crucial to recognize the criticality of crisis communications planning. Regardless of any previous procrastination, investing time in preparing a crisis plan NOW will undoubtedly pay off. Your future self will thank you!
In this article, we’ll look at why you need a crisis communications plan and provide actionable steps to help you develop a robust (but manageable) plan that safeguards your business and reputation.
But first, let’s briefly revisit the basics of crisis communication planning. If you haven’t seen it yet, we highly recommend checking out our previous blog, “How to Create a Crisis Communication Plan: 5 Steps to Keep Your Business Safe.” It provides a foundation for understanding crisis communications and offers valuable insights into creating an effective plan. Feel free to read it here.
The Significance of Crisis Communications
A crisis can strike at any moment, and being prepared is essential. An effective crisis communications plan empowers you to:
Communicate effectively during a crisis: By promptly and accurately disseminating information, you can minimize reputation damage and prevent further harm.
Protect your brand reputation: A well-executed crisis communications plan helps maintain public trust and safeguards your brand’s integrity.
Navigate the legal landscape: Understanding the legal implications of a crisis is crucial. A comprehensive crisis communications plan can help you avoid missteps and protect your legal interests.
Overcoming Procrastination
Numerous reasons might have contributed to your delay in creating a crisis plan. Whether it’s a perceived lack of importance, fear of unearthing potential issues, or simply not knowing where to start, the time to act is now.
Consider the following reasons why procrastination is no longer an option:
- Time is of the essence: In a crisis, the ability to respond quickly and effectively is paramount. A crisis communications plan provides a roadmap for immediate action.
- Reduced stress: When a crisis unfolds, the overwhelming nature of the situation can lead to mistakes. However, having a well-defined crisis communications plan minimizes stress by providing a straightforward course of action.
- Reputation protection: A meticulously executed crisis communications plan bolsters your ability to protect your brand and maintain public trust. This resilience is vital for weathering the storm and emerging stronger.
Don’t think it’ll happen to you? Here’s a sampling of some scenarios our clients have faced:
- Product tampering: A product was deliberately tampered with, posing a consumer safety hazard. (No, our client wasn’t J&J.)
- Data breach: Personal or financial data of customers or employees were stolen or compromised (aka inadvertently posted to unsecured cloud storage. Depending on the scale, formal reporting may be required.
- Executive scandal: An executive of a business is involved in a scandal that damages the company’s reputation. (We represent the companies, not the individuals in these cases.)
- Employee misconduct: An employee of a business is accused of wrongdoing, such as sexual harassment or discrimination. (We represent the companies, not the individuals in these cases.)
- Labor dispute: A labor dispute occurs at a business, leading to strikes or other disruptions.
- Cyberattack: A business’s computer systems are hacked, leading to data theft, financial losses, or other problems. (Including ransomware attacks and having your data held hostage for Bitcoin.)
- Natural disaster: A natural disaster, such as hurricanes, earthquakes, floods, and wildfires, damage a business’s property, disrupts operation, or endangers employees or residents.
- Negative social & media coverage: A corporation is the target of negative social media & news coverage that damages its reputation. Not necessarily Cancel Culture.
- Product recall: or product liability lawsuit: A product is recalled due to a safety hazard or other issue, and/or a customer sues for damages caused by a defective product. (We’ve seen this a lot with our beauty & healthcare clients.)
- Workplace violence: An employee or customer is harmed or killed in a violent incident at a business’s premises or company-hosted event. (We see an uptick of this happening around holidays.)
- Government investigation: A government agency investigates a business for alleged wrongdoing.
- Supplier issue or recall: A supplier of a business experiences a problem that disrupts the business’s operations. (This is especially harmful to a company when the supplier doesn’t treat their relationship respectfully and tries to sneak a change by the manufacturer.)
- Executive departure: An executive of a business or founder of a non-profit leaves abruptly or under controversial circumstances. (The rumor mill really kicks up, and saying that someone left for “personal reasons” or to “spend more time with their family” only feeds into the rumors.)
- Corporate social responsibility issue: A business is involved in a corporate social responsibility issue that damages its reputation.
- Financial: A business or non-profit experiences a crisis threatening its financial standing. (This also includes wild swings in a company’s stock price.)
Getting Started with Your Crisis Communications Plan
If you’re ready to embark on your crisis communications planning journey, here are practical steps to guide you:
Assess your risks: Identify the most likely crises your business may encounter, enabling you to develop an appropriate plan to address each scenario.
Designate a crisis communications team: Assemble critical stakeholders responsible for communication during a crisis. Clearly define roles, establish lines of communication, and ensure everyone understands their responsibilities.
Develop a communication strategy: Outline your approach to communicating with the public during a crisis. Define the desired tone of your messages, select appropriate communication channels, and establish a timeline for response.
Create messaging templates: Prepare pre-drafted messaging templates to facilitate quick and effective communication during a crisis. These templates should be adaptable to different scenarios.
Prepare for media inquiries: Develop a plan for managing media interactions during a crisis. Compile contact information for designated spokespeople and prepare a set of talking points to ensure consistent messaging.
Have a backup plan: Acknowledge that crises may not unfold as anticipated. Create contingency plans for communicating with the public and managing media engagement, allowing flexibility and adaptability.
Additional Tips for Creating a Comprehensive Crisis Communications Plan:
- Prioritize clarity and conciseness in your messages, avoiding jargon and technical language.
- Emphasize honesty and transparency, avoiding attempts to conceal information.
- Demonstrate empathy for those affected by the crisis, showing understanding and compassion.
As the last 90 days of the year approach, now is the perfect time to prioritize proactive crisis communications planning. By developing a robust plan, you can effectively protect your business and reputation from potential crises.
Remember, crisis preparedness is not an option but a necessity in today’s dynamic business landscape.
Don’t forget to check out our previous blog “How to Create a Crisis Communication Plan: 5 Steps to Keep Your Business Safe” for another angle into crisis comms planning.
Invest in proactive crisis communications planning today, and empower your business to navigate any challenges that may arise with confidence!
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For more proven tips on how to prepare for crises, craft your message, and mitigate the damage, check out our Crisis PR Guides.