How to Create A Crisis Communications Plan in 4 Quick Steps

In 2023, a survey by WTW revealed that 8% of organizations experienced financial losses due to damage to their  brand or reputation, with only 51% having plans in place to respond to such risks. And nearly 40% pointed to bad crisis communiscation as the main culprit. With social media and 24/7 news, the pressure to respond quickly and effectively has never been higher. 

This guide covers the four crucial yet easy steps to building a crisis communications plan that can make all the difference between a quick recovery and lasting damage.

Step 1: Identify and categorize potential crises

Some crises target your brand’s reputation, others impact day-to-day operations, and some even involve legal or financial consequences. To ensure your crisis communications plan is both organized and effective, you need to break down potential crises into key categories:

• Reputation crises: Scandals, misinformation, or unethical behavior that could damage your brand’s image.
• Operational crises: Disruptions in day-to-day business, like supply chain failures or tech glitches.
• Financial crises: Issues related to financial mismanagement or market downturns.
• Legal/Regulatory crises: Lawsuits, compliance violations, or other legal issues.
• Product crises: Safety recalls, flaws, or issues with products that affect customers.
• Natural/Environmental crises: Disasters like fires, floods, or extreme weather that affect operations.
• Cybersecurity crises: Data breaches, ransomware, and other security threats that compromise sensitive information.

Once you’ve identified and categorized potential crises, the next step is to prioritize which ones require your immediate focus. To do this effectively, you’ll need to assess both the risk and impact of each crisis. Here’s what you should focus on:

• High-risk are events that are likely to occur based on current trends, vulnerabilities, or external factors.
• High-impact, on the other hand, refers to the severity of damage a crisis could cause e.g. reputational harm, major financial losses, legal repercussions, or operational disruptions.

For lower-priority risks, like minor product issues or less likely operational disruptions, it’s still smart to have a basic response plan. But don’t over-invest time and resources in them if they’re unlikely to cause major harm. Focusing your resources on the most pressing threats ensures you’re ready to act when it matters most.

Step 2: Study your key stakeholders

In a crisis, communication is key, but who you communicate with—and how you do it—will evolve as the situation unfolds. Knowing your stakeholders and understanding their specific needs during a crisis is crucial for maintaining transparency, trust, and control over the narrative. Here’s what you need to consider:

1. Internal stakeholders

• Employees: Keep employees informed with regular, transparent updates through internal channels like email, Slack, or Intranet. Consider the frequency and tone of your messages—reassurance and consistency are essential.
• Leadership: Leadership alignment is crucial to ensure that the entire organization speaks with one voice. Make sure executives are well-briefed with the latest developments and understand key talking points for both internal and external communication.
• Contractors: If contractors are involved in day-to-day operations, they need the same level of clarity as full-time employees. 

2. External stakeholders

• Customers: During a crisis, customers will want updates that address their concerns directly—whether it’s about product safety, service disruptions, or the company’s response to the crisis. Real-time updates via social media, customer service channels, and a dedicated crisis page on your website are crucial.
• Investors: Investors will expect clear, data-backed communication on the financial implications of the crisis and the company’s long-term outlook. Virtual town halls, email updates, and investor calls should be a part of your strategy.
• Regulators: Depending on the nature of the crisis (e.g., legal, environmental, or compliance), you may need to provide specific, formal reports to regulators. It’s important to meet their expectations for compliance, while also ensuring your communication aligns with public-facing messages.
• Media: The media needs fast, accurate, and consistent updates that align with your company’s public stance. Press releases, virtual press conferences, and media interviews should all be part of your toolkit for managing this group.

3. Emerging stakeholders

• Influencers & social advocates: Identify key influencers and social media advocates who may play a role in shaping the public discourse around your crisis. Social media platforms like Twitter, Instagram, or LinkedIn can turn an issue viral in a matter of hours, so maintaining open lines of communication with these influencers is important.

4. Global stakeholders

• Global investors: Institutional investors, hedge funds, and international shareholders will closely monitor how the crisis affects financial performance, market stability, and long-term business strategy. Regular investor briefings, earnings updates, and clear financial disclosures are key to maintaining their confidence.
• International media & global audience: Global news outlets will frame the crisis for international audiences, influencing public perception across different regions. Make sure messaging is consistent across languages and cultural contexts, using local PR teams to manage media inquiries and shape the narrative effectively.
• Cross-border workforce & partners: If your company operates internationally, remote employees, overseas contractors, and global business partners will need clear updates tailored to their regional context. Consider establishing a PR team with multilingual communication strategists.

Also Read: From Crisis to Opportunity: Transform Negative Press into Success

Step 3: Define your crisis communication goals

Before jumping into action, you need to set clear goals for how you’ll communicate. Make sure that your response addresses your key priorities and builds a foundation for recovery. Here’s what to focus on when defining your crisis communication goals:

1. Build trust with quick and transparent communication

You want to get information out quickly, but it’s crucial that you don’t sacrifice transparency for the sake of speed. Stakeholders need to feel like they’re getting the full picture, even if you don’t have all the answers right away. Acknowledging uncertainty and committing to share updates as the situation unfolds helps build trust and reduces speculation.

2. Take accountability and show empathy

With crises involving harm, safety, or ethical issues, simply managing the crisis isn’t enough, you need to take responsibility and demonstrate that you’re genuinely concerned about the impact. Whether it’s a product failure or a PR blunder, you’ll need to offer a clear apology and outline what’s being done to address it.

3. Keep your message consistent across channels

Your audience could be on Twitter, LinkedIn, a customer support line, or even in the comment section of an Instagram post. The key is delivering a consistent message across all these channels, so there’s no confusion or mixed signals. 

Also Read: How to Create an Effective Corporate PR Strategy

Step 4: Test, train, and refine your crisis plan

Crisis situations are unpredictable, so testing your plan, training your team, and refining your processes regularly is essential to staying ahead of potential disruptions. Here’s how to make sure your crisis communications strategy is truly battle-ready:

• Crisis simulation drills: Conduct realistic simulations to test how your team handles different types of crises. Include new technologies (e.g., social listening tools or AI-driven sentiment analysis) to ensure your team is adept at using them under pressure.
• Update plans regularly: Crisis plans should be dynamic. Schedule quarterly reviews and update them whenever there are significant internal or external changes (e.g., new regulations, leadership changes, or emerging technologies).

No brand is immune to unexpected challenges, but how you prepare and respond can drastically reduce the impact on your reputation and bottom line. By taking the time to identify and categorize potential risks, prioritize what matters most, and align your communication with key stakeholders, you lay the groundwork for a stronger, more resilient brand reputation. 

M2.0 Communications is a Public Relations Firm that specializes in business, technology, and lifestyle communication. We offer a range of PR services including crisis communications, media relations, stakeholder management, influencer marketing, and video production. Learn more about our work on our case studies page.