Communication plays a critical and central role during a crisis. However, a crisis is not solely a communication issue. There are several other aspects of crisis management that need to be addressed appropriately and by the right functions to ensure communication efforts are effective.
Preparation is Key
First and foremost, your organization needs to have a solid incident and crisis management framework in place before a crisis or incident occurs. This framework should be outlined in a general Crisis or Incident Process document. It should detail all activities involved, such as detection, reporting, evaluation, responsibilities, and organizational structure. The document should also designate the function responsible for coordinating the efforts and managing the organization’s response.
The Role of the Communications Team in a Crisis
Several roles manage communication during a crisis from different perspectives. When the crisis management process is initiated, the communications manager or director starts the communication efforts by setting the main message and defining critical parameters. From there, they lead the communications department in collaboration with their team.
In a crisis, it’s not possible for everyone to do everything at once—and that’s okay. The communications manager, as usual, has the authority to delegate tasks and prioritize within the department. However, during a crisis, it’s especially important to prioritize tasks related to the crisis itself. Even if you have other responsibilities, you are expected to focus on crisis-related tasks first.
When the Alarm is Raised
Get informed about the situation. Keep track of what information has been confirmed. Take notes. Start with these initial questions:
- What happened?
- When did it happen?
- Where did it happen?
- Who was involved or affected?
- Why did it happen?
Providing Information
How, where, and when will information be shared, and with whom? Consider these target audiences in your planning:
- Those directly affected, such as customers
- Customers in general
- Employees
- Media (and the public)
- Owners
Draft an initial information overview under these headings: What, When, Who and Status. Personally, I find it helpful to organize this in a table format to track these details in columns. Plan both internal and external communication, including timing, channels (oral/written), and spokespersons.
Critical Steps for Communication
Certain steps are particularly important:
- The CEO or ultimate authority within the organization should be contacted for major communication decisions.
- For publicly traded companies, evaluate whether the incident has market-moving implications.
- Assess which target audiences need information and where dialogue is required.
- Determine the most effective channels to reach these audiences.
- Pay special attention to functions that are your primary external contact points, such as customer support, switchboards, and receptionists. Review what they should and should not say and who they should direct inquiries to.
The next Six Practical Steps to Follow in a Crisis
After implementing the above, ensure you:
- Prepare Q&A documents and message frameworks.
- Decide on communication timings.
- Assess media coverage likelihood (and follow further steps if attention is probable or ongoing).
- Draft and obtain approval for press releases from relevant decision-makers.
- Provide message/interview coaching for spokespersons.
- Maintain a log of incoming press inquiries and plan their management.
A Final Personal Note
Crises impact people. They involve emotional dimensions with consequences that are often difficult to predict. Even the most seasoned CEO can be shaken, and a professional expert may suddenly become incoherent. Crises affect us not just logically but emotionally. The more human the impact, the stronger the emotional response.
For instance, a fatal accident within an organization is one of the most challenging situations you can face. You can never fully prepare for how you and your colleagues will feel or how those emotions will manifest. However, preparation can make a significant difference in how effectively you handle the situation.
Leave a Reply