Effective crisis communication is not merely a reactive strategy; it is part of a proactive approach to establishing a strong, resilient brand, built on trust and credibility. In an era where information travels at unprecedented speeds and public scrutiny is constant, businesses that prioritize and master crisis communications are better equipped to navigate unforeseen challenges, protect their reputation, and build trust with their customers and stakeholders.

This article explores the key aspects of crisis communication, providing a step-by-step plan for building your reputation management team, developing a proactive crisis communication plan, and creating communication strategies you can employ in various situations.

What Is Crisis Communications?

Crisis communications is the strategic management of information in the case of emergencies, public relations (PR) issues, operational failures, and financial setbacks. Effective communication mitigates brand damage, creates transparency, and fosters trust.

3 Key Strategies for Effective Crisis Communications

1 Proactively define what constitutes a crisis and create a plan.

A comprehensive crisis communications plan integrates both proactive and reactive elements, ensuring a robust, swift, and flexible approach. Some crises, such as system outages, can be anticipated, and for such occasions a plan should be in place to mitigate customer interruptions and protect the brand image. Other emergencies and undesirable events, such as natural disasters or PR issues, are harder to foresee and require a more reactive and flexible approach. Either way, assembling a cross-functional reputation management team and defining what constitutes an emergency is essential to responding effectively.

2 Foster a culture of honesty and transparency at all times.

Transparency and honesty are paramount in crisis communications for reputation management. The companies that foster a culture of trust and transparency each day weather less fortunate times better than those that wait until there’s a crisis to establish such practices. Openness fosters trust, even in adverse situations. PR crisis management relies on clear, truthful information to mitigate negative perceptions. External corporate communication that acknowledges mistakes, outlines corrective actions, and speaks empathetically resonates positively with stakeholders. Internal communication is equally critical; employees should be informed promptly and kept abreast of developments to maintain a cohesive and informed team during emergency response efforts.

3 Define which channels to use for disseminating information.

Utilizing digital platforms is a contemporary necessity in crisis communications. Social media, websites, internal alert systems, and other digital channels rapidly disseminate information to a wide audience. By engaging in real-time communication, businesses can quickly respond to concerns and correct misinformation in ways that demonstrate their commitment to resolution.

Develop a crisis communication plan in 7 steps

1 Identify and train a crisis response team.

Establish a dedicated crisis response team with members representing various departments. Typical roles in a crisis response team include:

• Spokesperson/Communications Lead:
  • Responsible for delivering official statements and updates to the media and public
  • Acts as the primary point of contact for external communication
• Public Relations (PR) Specialists:
  • Craft messages and manage media relations to control the narrative
  • Work closely with the spokesperson to ensure consistent messaging
• Legal Advisers:
  • Provide guidance on potential legal implications of statements and actions
  • Help navigate legal aspects of the crisis
• Internal Communications Coordinator:
  • Keeps employees informed and aligned with internal messaging
  • Ensures consistent communication within the organization
• Social Media Manager:
  • Monitors and manages social media channels
  • Responds to inquiries, addresses concerns, and counters misinformation online
• Technical/Operations Experts:
  • Bring technical expertise relevant to the crisis (e.g., IT, safety, engineering)
  • Contribute insights for accurate communication on technical aspects
• Customer Relations Representatives:
  • Engage with customers, addressing concerns and providing support
  • Contribute to rebuilding customer trust and loyalty
• Human Resources (HR) Representative:
  • Manages internal communication related to employees
  • Addresses HR-related aspects of the crisis, such as employee well-being
• Government Affairs Liaison:
  • Communicates with regulatory bodies and government agencies
  • Ensures compliance with regulations and manages government relations
• Data Analysts:
  • Analyze data and feedback to understand public sentiment
  • Provide insights for adjusting communication strategies based on data trends

This team will have many ongoing duties. Among them, it will: Provide comprehensive training on crisis communication, emphasizing the importance of quick and decisive action. Establish protocols for decision-making and empower team members to respond quickly. Meet regularly to address issues and changing circumstances and run drills for preparedness. For internal digital alert systems, create a schedule of drills to ensure all employees are prepared.

2 Conduct a risk assessment.

Conduct a thorough risk assessment to identify potential crises specific to your industry and business. Consider factors like market trends, regulatory changes, and external threats. This analysis lays the foundation for tailoring your crisis communication plan to address potential challenges effectively.

3 Identify potential crises and analyze priorities.

Based on the risk assessment, identify potential crises that could impact your business. Prioritize these crises based on their likelihood and potential severity. This step ensures that your crisis response plan is focused on the most critical and relevant scenarios.

4 Define communication channels and designate owners.

Set up a centralized communication hub with necessary tools, contact lists, and protocols. Identify primary and alternative communication channels, including social media, press releases, and internal communication platforms.

Common crisis communication channels include:

• Company social media channels
• Email
• Slack or other internal communication platforms
• Live all-employee meetings
• Press outreach: Define your main outlets and make sure to keep an updated list of contacts.

5 Draft communication templates.

It’s not always easy to write under pressure. Instead, draft templates that can then be edited with specifics if (or when) the time comes. Use the emergency scenarios and communication channels you’ve defined in your crisis plan to create templates for each situation and channel or asset. This strategy will allow teams to respond quickly and will limit frenetic or unproductive activity in the event of an emergency.

In most cases, you’ll need to distribute a variety of communications, tailored to different audiences, channels, and phases of the situation. Because situations often develop or change over time, you should be prepared with language for each stage. Broadly speaking, situations and corresponding communication needs may unfold in the following way, which can help define your approach:

• Alert or acknowledgement Your initial communication should address the most important details your audience needs to know and provide a call to action. State how you are monitoring the situation, and if possible, let your audience know where to look for updates. Share how and when you will follow up with more information, and then make sure you deliver on your promise. In many emergency scenarios, your first communication may be a brief announcement that merely states you are investigating the situation. A swift initial acknowledgment shows proactivity while buying your team time to figure out a path forward.
• Evolving updates As the situation evolves, so too should your communication. You might dedicate a specific channel to sharing details of the situation and updates as they become available.
• Learnings, resolutions, and recaps Once the storm has passed, it’s helpful to share reflections and draft resolutions or new business practices aimed at avoiding similar events in the future. This exercise is necessary for internal communications and team alignment, and in some cases, you may share your learnings and resolutions with the public.

Grammarly’s generative AI is a great place to start when writing templates. Set your brand guidelines to instantly generate drafts in your brand’s voice and tone and then refine the templates with the help of strategic writing recommendations. You can also leverage team features, such as snippets and style guides, to arm teams with pre-approved on-brand language and help your organization maintain brand consistency, even in stressful situations.

Examples of communication assets that might use templates:

• Social media assets and captions
• Press releases
• Emails to customers, stakeholders, and employees
• Emergency alert text messages
• 404 error pages
• Blog posts

6 Create documentation for your plan.

The internal communication element of your crisis communication plan is essential because it mitigates the potential for workplace miscommunication during times of tension. Craft a detailed document that integrates the insights from the risk assessment and crisis prioritization. Outline specific communication strategies for each identified crisis scenario, incorporating elements of PR crisis management, corporate communication, and reputation management. Clearly define roles, responsibilities, and escalation procedures within the plan. Then share it with your team, preferably during normal business operations, so people don’t have to learn new information when tensions are high.

7 Regularly review and update the plan.

A crisis communication plan should be a dynamic document that evolves with the changing business landscape. Regularly review and update the plan to reflect emerging risks, changes in communication strategies, and lessons learned from previous crises. This continuous improvement ensures that your crisis communication plan remains relevant and effective in safeguarding your brand image and reputation.

Developing Effective Communication Strategies

The best crisis communication is concise, written in plain language, action-oriented, and empathetic. Employ a journalistic approach in which you lead with the most important information before getting into background information. This strategy is especially important for your initial communications and in situations where safety is a concern.

There may be room for background information in assets such as blog posts and press releases, but the first sentence or two should get to the heart of the situation. For social media posts and text alerts, lead with what your audience needs to know about the situation and then share where they can go for more information or future updates.

In situations where your company needs to apologize for something, it’s important to first acknowledge the impact caused. The apology should then outline the steps the company is taking to remedy the situation. Avoid defensiveness and instead focus on taking responsibility and initiating repair.

Tailor your messages for different groups of stakeholders, considering the distinct needs of employees, customers, investors, and the public. Address each audience’s concerns and expectations to ensure messages are accurate and resonate with them.

It’s crucial to properly use each channel; social media, press releases, and internal communication platforms play unique roles. Social media allows for real-time updates and engagement, press releases provide formal announcements, and internal communication platforms ensure timely information reaches employees.

External Relations and Crisis Communications

Effective press releases, media relations, and press conferences are vital to enhancing external communication. Craft transparent, concise press releases that address key concerns. Proactively engage with the media to control the narrative and provide accurate information. Conducting press conferences can offer a platform for addressing inquiries directly.

Managing social media during a crisis is crucial. Respond promptly, correct misinformation, and showcase a commitment to resolution. Coordinated external relations strategies contribute significantly to reputation management and brand protection.

You might set up a communications center that interested parties can return to for updates. This could be a blog post you update, a social media channel, or a hashtag that accompanies all of your posts on the subject.

Internal Communications During a Crisis

Keeping employees informed and engaged is central to internal crisis communication. Transparent and timely communication builds trust and maintains morale. To disseminate information effectively, use multiple internal communication channels such as email, intranet, and team meetings.

Leadership plays a crucial role in internal crisis communications; visible and empathetic leadership reassures employees, fostering a sense of security. Arm managers with accurate information to help communicate across teams. Regular updates, clear directives, and open lines of communication ensure that the internal team is aligned and informed, facilitating a unified response to the crisis.

You might designate an internal focal point, such as a Slack channel or a specific meeting, where employees can voice concerns or get updates.

Common Mistakes in Crisis Communication

In crisis communication, avoiding these common mistakes is crucial. Establishing a proactive and transparent communication approach, learning from past experiences, and adapting to the evolving nature of crises are key elements for successful crisis management. Regularly review and update crisis communication plans to stay resilient despite unforeseen challenges. And avoid these reputation-ruining pitfalls:

• Denial or delayed response: Ignoring or delaying acknowledgment of a crisis worsens its impact. Acknowledge the situation promptly—or else you may lose control of the narrative.
• Lack of transparency: Withholding information or being evasive damages trust. Be transparent, providing accurate updates to maintain credibility.
• Poor planning: Failing to have a crisis communication plan in place leaves businesses unprepared. Develop a comprehensive plan when times are calm so you can respond effectively when they’re not.
• Ignoring stakeholders: Neglecting to engage with stakeholders, such as partners, employees, shareholders, or media representatives, erodes trust. Prioritize open communication and address stakeholders’ concerns promptly.
• Inconsistent messaging: Contradictory statements confuse the public and undermine credibility. Ensure consistency in messaging across all communication channels.
• Overpromising or underdelivering: Making unrealistic promises breeds skepticism. To rebuild trust, set achievable expectations and follow through on commitments.
• Blaming others: Shifting blame instead of taking responsibility damages reputation. Accept accountability and focus on solutions rather than assigning fault.
• Ignoring employee communication: Neglecting internal communication alienates employees and hampers crisis management efforts. Keep employees informed and involved to maintain cohesion.
• Neglecting follow-up: Failing to address lingering concerns prolongs the crisis’s impact. Conduct post-crisis assessments and follow up with stakeholders to ensure resolution.
• Underestimating social media: Disregarding social media’s influence magnifies reputational damage. Monitor social media closely and engage proactively to address misinformation and concerns.

Crisis Communication Plan Example

The crisis communication plan outline below was created using Grammarly’s generative AI and can serve as a framework for businesses to structure their approach to crisis management. You can adapt it for your business, or use Grammarly to build your own customized outline.

I. Introduction

– Purpose of the crisis communication plan

– Importance of preparing for potential crises

II. Identification of potential crises

– List of potential crises that could affect the organization

– Criteria for determining if an event constitutes a crisis

III. Crisis management team

– Roles and responsibilities of crisis management team members

– Contact information for team members

IV. Communications strategy

– Target audiences for crisis communication

– Key messages to be communicated

– Communication channels to be used

V. Procedures for responding to a crisis

– Steps to be taken when a crisis occurs

– Protocols for initiating the crisis communication plan

– Decision-making processes during a crisis

VI. Media relations

– Protocols for interacting with media during a crisis

– Spokesperson selection and training

– Key messages to be communicated to the media

VII. Monitoring and evaluation

– Methods for monitoring the effectiveness of the crisis communication plan

– Procedures for evaluating the organization’s response to a crisis

– Protocols for continuous improvement of the crisis communication plan

VIII. Conclusion

– Importance of ongoing preparation and review of the crisis communication plan

– Acknowledgment of the organization’s commitment to crisis preparedness

In conclusion, a proactive approach to anticipating, addressing, and mitigating crises is not just a protective measure but a strategic investment in the longevity and resilience of a business. Embracing a mindset of perpetual improvement and remaining vigilant to emerging risks ensures that businesses stay ahead in managing reputational challenges.

Crisis communication FAQs

What constitutes a business crisis?

A business crisis can be any event that poses a significant threat to the operations, reputation, or stakeholders of a company. This includes natural disasters, financial crises, product recalls, system interruptions, or PR issues that can adversely impact the organization.

What are the first steps to take in a crisis?

In the initial stages of a crisis, rally a team (if you don’t already have a dedicated crisis response team) to assess the situation, compose communications, and activate communication channels. Identifying key spokespeople and crafting initial messages are paramount for a swift and coordinated response.

What are common mistakes in handling crisis communications?

Common mistakes include delayed or insufficient response, lack of transparency, inconsistent messaging, and neglecting internal communication. It’s essential to proactively address issues, be transparent, and follow a coherent communication strategy.

How can social media impact crisis communications?

Social media can significantly amplify positive and negative effects of a crisis. By aiding the rapid spread of information, it serves as a key channel for real-time updates, addressing concerns, and managing public perception. However, mishandling social media can also escalate the crisis.

How often should a crisis communication plan be updated?

A crisis communication plan should be reviewed and updated regularly, at least annually, to account for changes in the business environment, emerging risks, and lessons learned from previous incidents. Regular updates ensure the plan remains relevant and effective.