We’re all trying to make the most out of the life we’re given. We have goals, to-do lists, plans with friends calendared months in advance, and tight work schedules. All of this results in pushing projects with seemingly low immediate returns into the margins of our days.
But there’s the deal: Crises can spring up without warning, but most of the time, the issue’s been bubbling on the backburner before overflowing. What pushes it over the edge can be only one unintended mistake away.
In the event of a crisis, it’s crucial to have a plan in place to minimize (or ideally eliminate) the disruption to your business operations. A well-crafted crisis communication plan can make all the difference when you feel like your back is up against a wall and you’re fighting against the clock.
Having a Crisis Communications Plan doesn’t mean you’re pessimistic or Chicken Little. You’re a proactive leader who values protecting the company and its employees. It’s exactly what your business needs.
In this blog post, we will share five steps that you can take to create a successful crisis communication plan for your business.
But first, what is a Crisis Communications Plan?
A Crisis Communication Plan is what you’ll use to respond to a crisis.
The goal is to prevent an issue from getting out of control and destroying your reputation.
It allows you to respond quickly to minimize the damage by keeping those affected by the situation (such as employees, customers, and the community you serve) in the loop about what you’re doing to handle the issue. Depending on the issue, having a plan in place can save you hundreds of thousands to millions of dollars in lost revenue.
How to Create a Crisis Communications Plan
1 – Anticipate Likely Issues
Not all companies will face the same set of potential problems. Ask yourself, “What is most likely to happen?”
What are the key factors globally vs. locally? What are industry-specific issues? Are there shifts in technology that halt or severely impact your day-to-day operations (i.e., a ransomware attack or Apple’s privacy settings)? Do you have any wild card executives that may misbehave online? Is there a history of product recalls that make consumers uneasy (i.e., bagged lettuce and Tesla auto-pilot)?
While you can’t foresee EVERY problem that might arise, you CAN protect yourself from the likely culprits.
2 – Identify Your Audience
Who’s going to be affected most by this crisis? Customers? Employees? Strategic partners who either rely on you or are closely associated with? Investors? The local community?
Once you’ve figured out WHO, look at the issue from the perspective of those you want to reach. Consider how what you’ll say will influence them and be sure it’s genuine.
3 – Select Your Spokesperson
Choosing a spokesperson before it’s go-time is essential to communicate your brand message effectively. That way, when the crisis strikes, they’ll be mentally prepared to step into the role versus feeling like they were unknowingly playing a game of musical chairs.
Your spokesperson should be prepared for and capable of withstanding tough questions from critical stakeholders and handling questions from the media in addition.
For more proven tips on how to prepare for crises, craft your message, and mitigate the damage of a crisis, check out our Crisis PR Guides.
4 – Have Holding Statements Ready
Have you ever heard something along the lines of: “We sincerely apologize for those who are affected, and we’re working on getting answers”?
That’s a holding statement. Granted, not a strong one. But it’s better than “Company XYZ could not immediately be reached for comment.” or “Company XYZ said, “No comment.”
A holding statement allows you to respond immediately to a crisis, buying you precious time when you don’t have access to all the details about the issue.
5 – Notify Your Stakeholders And Partners BEFORE a Crisis Hits
How’s it possible to notify someone before a crisis hits?
By monitoring.
For example, if you just launched a product, monitor the customers’ feedback and reviews on social media. If something feels off, address the issue now before it becomes a much bigger problem. Pick up the phone and talk to your anchor clients. Engage with your customer feedback to make adjustments. Make sure they know you’re looking out for their interests, not just yours.
These are just a few of the fundamentals involved in putting together a Crisis Communications Plan. Handle these, and you’ll be ahead of the pack.
Being prepared is an easy, small investment with a huge return. With so much on the line, why risk it?
If you’re feeling overwhelmed and don’t think you have the time to complete all of this yourself, we’re here for you.
Call us at (310) 396-8696 for a 15-minute consultation to discover how our services will help you.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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