In the unpredictable world of business, crises can strike at any moment. Whether it’s a public relations mishap, a natural disaster, or an unexpected global event like the COVID-19 pandemic, how a business responds is crucial to its long-term survival.
A solid crisis communication plan ensures that you are ready to communicate effectively during difficult times, safeguarding your reputation and fostering trust with stakeholders.
In this blog, we cover what a crisis communication plan is, why it’s essential, how to create one, and share examples of successful crisis communication. Plus, we’ll offer a free crisis management plan template to help you get started.
What is a Crisis Communication Plan
Crisis communication refers to the methods a business uses to communicate with its audience during an emergency or unexpected event.
A crisis communication plan is a predesigned set of guidelines for preparing a business for an emergency or unexpected event.
This PR tool ensures that the company is prepared to address issues with employees, customers, the media, and other stakeholders clearly and consistently.
Why is a Crisis Communication Plan Important
In times of crisis, businesses can be under intense scrutiny. Misinformation, confusion, and panic can quickly escalate without clear communication. A well-crafted crisis communication plan ensures that you:
- Maintain trust and transparency with your audience
- Minimize damage to your reputation
- Provide timely and accurate information
- Establish a cohesive response across platforms
During the 2020 pandemic, many companies were caught off guard by the suddenness of the crisis. However, businesses that implemented swift and consistent messaging across their platforms were able to weather the storm more effectively, reassuring employees and customers alike.
How To Create a Crisis Communication Plan (6 Crisis Management Steps)
To create a successful crisis communication plan, you must develop strategies, identify key players, and understand how to implement those strategies during each crisis stage. Here’s a 6-step crisis communication plan to get you started!
1. Form Your Crisis Communication Team
Designate specific individuals or teams responsible for handling communication during a crisis. We recommend these four primary components as part of your crisis management team:
A Spokesperson: To be the primary public face of your response (e.g., CEO, VP).
PR and Communications Personnel: To craft and distribute messages across all channels.
Social Media Managers: To monitor online conversations and provide real-time updates.
Customer Service Representatives: To address customer concerns and escalations.
2. Craft Your Message
In a crisis, the tone and content of your message are vital. You should consider the following when crafting your message:
- Be transparent and straightforward
- Acknowledge the crisis and offer reassurance
- Tailor your message to both personal and business aspects of the situation
- Prepare scripts and tailor messaging for multiple platforms: written statements, video messages, social media posts, and press releases
3. Choose Your Communication Channels
Knowing how to reach your audience is essential. Think about the platforms your customers, employees, and the media use most. This could include email newsletters, text messages, social media (e.g., Facebook, Twitter, Instagram), your website’s homepage, and press releases for traditional media outlets.
4. Prepare Your Customer Service Team
Equip your customer service team with scripts and guidelines to manage inquiries and complaints during a crisis. Create a plan for handling escalated issues promptly and empathetically.
5. Monitor and Respond to Feedback
Listening to your customers is just as important as communicating in a crisis. Have mechanisms in place to collect feedback (through social media, surveys, etc.) and respond quickly. People need to feel heard, especially in stressful times.
6. Develop Short-Term and Long-Term Plans
Immediate responses are essential, but consider how you’ll handle communication over the long term. Craft a plan that includes follow-up communication, continued updates, and addressing any ongoing impacts of the crisis.
3 Examples of Successful Crisis Communication
1. Johnson & Johnson’s Tylenol Recall (1982)
In one of the most famous examples of crisis management, Johnson & Johnson acted quickly when tampered Tylenol capsules led to multiple deaths. The company immediately recalled the product, provided clear communication, and took ownership of the situation. Their transparency and swift action rebuilt public trust.
2. KFC’s Chicken Shortage (2018)
When KFC ran out of chicken in the UK due to supply chain issues, it responded with humor and transparency. Its lighthearted social media response turned a PR disaster into a lesson in humility and responsibility, earning positive public sentiment.
3. Starbucks Racial Bias Incident (2018)
After a racial bias incident in one of its stores, Starbucks quickly took responsibility, closing 8,000 locations for staff training. The company’s immediate response and commitment to addressing the root problem helped restore its image.
Free Crisis Management Plan Template
To help you get started, we’ve created a free crisis management plan template that includes all the essential elements for managing communication during a crisis. This template will guide you through forming a crisis communication team, crafting your message, and choosing the best communication channels.
[Download Free Crisis Communication Plan Template Here]
Negative Review Response Template
In addition to crisis communication, businesses often face negative reviews online, which can harm their reputation if not addressed. Use this negative review response template to handle criticism professionally and turn a potential PR issue into a positive interaction.
[Download Negative Review Response Template Here]
Final Thoughts
People need to feel heard, especially when anxiety rises, so sound planning and tailored messaging will be essential tools in your arsenal. Use intelligent resources to support you in this mission and employ talent with strong writing and strategic planning skills to help you weather the challenging effects of both short and long-term crises.
Creating a crisis communication plan is one of the best ways to prepare your business for the unexpected. With clear strategies, the right team in place, and a focus on transparent, empathetic messaging, you can minimize damage and maintain trust during difficult times.
Remember, how you communicate in a crisis can have long-lasting effects on your business, so plan wisely and stay prepared.
Need expert help building your crisis communication plan? Schedule your free consultation today!
