Public Relations Toolkit: The Crisis Communication Plan…the document no one ever wants to use

On the heels of the Financial Times’ Third Annual Brazil Summit, parts of Brazil have been devastated by flooding. This unpredictable tragedy has forced various organizations and companies to come together with the common goal of helping the flood victims.

Real-world events, particularly crisis events, force the need for outward communication to impacted stakeholders and those who may be able to help. Every organization that frequently faces unpredictable challenges should consider creating a crisis communication plan.

An effective crisis communication plan should have these six elements:

1. Prepared Messaging and Tactical Action Plans: Develop pre-approved messaging templates and tactical action plans for different types of crises that your organization may face. These elements should be adaptable to various scenarios but maintain a consistent tone and message. Having prepared an action plan and messaging saves valuable time during a crisis and ensures that communication is effective.

2. Clear Chain of Command: In times of crisis, it's essential to have a designated chain of command for communication. This ensures that information flows smoothly and decisions can be made promptly. Designate key individuals who will be responsible for communication at different levels of the organization.

3. Media Relations Protocol: Outline protocols for interacting with the media during a crisis. Designate a spokesperson or team responsible for liaising with journalists and ensure they are trained in handling media inquiries effectively. Establish guidelines for what information can be shared and what should remain confidential.

4. Stakeholder Communication Strategy: Identify key stakeholders, such as victims, volunteers, and community members, and develop a strategy for communicating with each group during a crisis. Consider the most appropriate channels for reaching each audience and tailor messaging to address their specific concerns and needs.

5. Monitoring and Response Plan: Implement a system for monitoring the situation during a crisis and responding to developments in real-time. This may involve monitoring social media channels, news outlets, and other sources for updates and adjusting communication strategies accordingly. 

6. Post-Crisis Evaluation: After the crisis has passed, conduct a thorough evaluation of the communication response. Identify what worked well and areas for improvement, and use these insights to refine the crisis communication plan for the future. 

Implementing a comprehensive crisis communication plan is not a daunting task. This set of documents will save time and energy when your organization faces its next communication crisis.