5 Steps to an Effective Crisis Communications Plan

With current events in the U.S. in a state of uncertainty, now more than ever is the time to re-evaluate you company's crisis communications plan. Every business, large and small, needs to have a plan in place in the event of a natural disaster or other crisis such as a mass shooting or terrorist attack. Even if your business is not directly affected, it’s important to know how to effectively communicate to employees during crisis situations.

Here’s how you can always be prepared.

Have a plan in place. The time to put a plan in place for crisis communications isn’t when it happens. Your team should start working on a plan now to ensure you’ll be able to execute seamlessly once an event is in flux. Your plan should include key contacts, key messages and step-by-step actions that your team will follow in the event of a crisis.

Practice sensitivity. Whether you’re a small business, an internal communications team or a PR firm, a lack of sensitivity during a crisis can damage your company’s reputation. Insensitivity to tragedy, race relations and the environment is the kind of damage that many businesses never recover from. Your social media strategy should also reflect this sensitivity. Internally, national tragedies should be acknowledged on your company intranet with ways to help those in need or links to mental health resources. The same strategy applies for a local crisis or a crisis affecting any one of your office locations.

Act quickly. Depending on the impact of the crisis, the day after can be a day too late to communicate to your internal organization or your customers. If you’re a large organization, it’s key to get a message out within 24 hours of the crisis. If it’s a large-scale national tragedy (think 9/11) you want to get your internal teams a message by the end of day outlining any action plan your business has in place with key messages to employees and their families. Your social media strategy should carry similar key messages.

Hand the torch. If you’re a large business, you should have a plan for your middle management in the event of a crisis. Don’t leave them hanging to handle the emotions and questions of their teams all by themselves. Having a plan for mid-management includes a list of talking points and expected questions and answers. Employees will feel that their company's executive leadership connects with them and respects them. Addressing crises on a personal level also ensures employees that they're valued.

Reach Out. Always have a list of organizations that your employees can donate money or time to help out in the crisis. This makes employees feel like a part of the team, and most importantly, a part of the affected community – and that’s invaluable. Becoming the source of information for your employees during a tragedy also says you’re dedicated to the whole employee, and not just the hours they can put in. You may also take the extra step and set up fundraisers so that your employees feel like a team and part of a bigger mission.

Your plan may vary according to your location, products/services offered, company size and marketing strategy. The important rule is to always have one in place. It's better to have one and not need it than to make the mistake of never having one at all if tragedy hits.

If you need help creating a communications plan for your business, contact us today.