It can't happen to me!

It's tempting to overlook the importance of crisis communications planning. After all, who wants to spend time and resources preparing for something you hope might never happen?

However, as the saying goes, "hope is not a strategy." The reality is that crises can strike any organisation at any time, and when they do, the consequences can be quick and devastating. From natural disasters to data breaches and all points in between, a well-crafted crisis communications plan can make the difference between weathering the storm and sinking. In the era of digital news and citizen journalism, news now breaks within minutes rather than hours or days, upping the tempo and shrinking the window for an effective response.

But what is a crisis?

Crises often fall into broad categories, such as:

• Personnel - layoffs, disgruntled ex-employees, gross misconduct, death, injury etc.
• Organisational - organisational wrongdoing - corporate crime - industrial accidents, spillages, pollution, fire etc.
• Technological - Data breach, data loss, data theft, significant & damaging IT errors, hacks, ransomware attacks, etc.
• Natural - Pandemic, adverse weather/climate, flooding/drought/freezing etc. Animal/pest infestations etc.
• Financial - e.g. Bankruptcy, misappropriation, damages, etc.

This isn’t an exhaustive list; your organisation will have its own unique range of crisis risks. Anything that could negatively impact or halt your business continuity should precipitate deliberate communications with customers, stakeholders, personnel and the public through a crisis PR plan.

More challenging still are crises originating beyond your control, crises visited upon you by third parties, impacting your organisation and your customers. Simply passing the blame doesn’t work, and neither does waiting for the other party to manage the situation; you need to take control of the communications. You need a plan.

Key Elements of a Crisis Communications Plan

A comprehensive crisis communications plan should include the following elements:

• Designated spokespersons.
• Key messages.
• A crisis response team.
• Media relations strategy.
• Social media guidelines.
• Crisis communication training.
• A roll-out plan.

Proactive vs. Reactive

The key to effective crisis communications is to be proactive rather than reactive. By developing a plan in advance, you can be better prepared to respond quickly and effectively during a crisis. This can help to minimise damage and protect your organisation's reputation. But having a plan isn’t enough; you need to test it. Regular desktop exercises and occasional live roll-outs will sharpen your plan and give confidence to your personnel that there is something in place should they ever need it.

Don't Wait Until It's Too Late

Ignoring your need for crisis communications is a serious gamble. The consequences of a poorly handled crisis can be far-reaching and devastating. By investing in a well-crafted plan, you can protect your organisation's reputation, minimise damage, and emerge stronger from any challenge that comes your way.