FORBES, FEATURED
This article was originally published on Forbes.com on November 20, 2024
Even the most effectively run businesses can experience periods of crisis. A well-crafted crisis communications plan can help ensure swift and accurate information sharing, reassure stakeholders and protect an organization’s reputation.
On a recent Expert Panel, Forbes Communications Council asked about key elements of any crisis communications plan. My thoughts point to this need for a delegation plan so everyone knows their role in advance.
OUR TAKE:
3. Delegation Plans
Things move quickly in a crisis. A delegation plan for decision-making is vital. You must determine who does what and who is critical to decisions. This will save a lot of time that organizations waste on bureaucracy. The focus needs to be on problem-solving. Everyone plays a role, but they need to be clear on what that is in advance and be empowered to do it.
FULL ARTICLE:
Even the most effectively run businesses can experience periods of crisis. A well-crafted crisis communications plan can help ensure swift and accurate information sharing, reassure stakeholders and protect an organization’s reputation.
Below, Forbes Communications Council members share key elements of any crisis communications plan. From clear communication channels to pre-approved talking points, these elements can help your business minimize damage and foster resilience when facing the unexpected.
1. Speed And Empathy
A key element of a successful crisis communications plan is speed combined with empathy. While transparency is crucial, what often matters most is how quickly and empathetically you address the issue. Delays or robotic responses can damage trust. Acting quickly, acknowledging concerns and showing genuine care for those affected allows you to control the narrative and maintain credibility. - Charles Orlando, Galorath Incorporated
2. Internal Alignment
During a crisis, the individual who is leading the response efforts must get key stakeholders together to discuss the situation and ensure alignment on all actions. Relying on siloed conversations to make decisions rarely produces positive outcomes. In short, have a crisis plan in place, practice the plan, bring people together during a crisis and speak with one voice. - Laurie Schalow, Chipotle Mexican Grill
3. Delegation Plans
Things move quickly in a crisis. A delegation plan for decision-making is vital. You must determine who does what and who is critical to decisions. This will save a lot of time that organizations waste on bureaucracy. The focus needs to be on problem-solving. Everyone plays a role, but they need to be clear on what that is in advance and be empowered to do it. - Rachel Kule, Pursuit PR
4. Practice Prior To A Crisis
The most successful element of a crisis communications plan isn't in the plan itself, but in the preparation—readiness! There can never be too much practice for a crisis event. Generative AI can be great for building inventive, multi-inject scenarios that can be used in meetings with your comms teams—either planned or as a surprise—to test processes and skills under pressure. - Karen Quinn, Finastra
5. Clear Channels For Information Flow
Effective crisis plans need clear channels for information flow, the right chain of command and criteria for escalation. They also need a defined recipient group—such as a crisis response team—that receives all information. Often, issues develop into unnecessary crises when there is incomplete information or when critical information does not reach the right people in time. - Aleka Bhutiani, Golub Capital
6. Transparency
A successful crisis communications plan hinges on transparency. You must ensure timely updates that maintain trust with key stakeholders and demonstrate accountability during challenging situations. - Lisa Kalkes, Veteran Benefits Guide
7. The Who, What, Why, When And Where
In the early hours of every crisis, I go back to the "5 W's" and fill out a simple sheet, often by myself. Do I know "who" is important? "What" is driving the crisis? "Why" is it happening? "When" did it start and when might it end? "Where" is this crisis relevant and why? It shows early on what we are missing in terms of knowledge. - Bob Pearson, The Next Solutions Group
8. Decisive Leadership
A key element of a successful crisis communications plan is decisive leadership. Having someone who can take charge, make quick decisions and communicate clearly is crucial to navigating a crisis. This minimizes confusion, ensures swift action and reassures stakeholders that the situation is under control. Effective leadership keeps the crisis response organized and focused. - Trevor Henson, Beach Front Property Management
9. Frameworks Built In Advance
Build a crisis communications framework before you enter a crisis. Address the categories of crises and how to respond to each, and then determine who is on the crisis management team. The framework should explain how to align responses to key considerations, engage with stakeholders, communicate internally and monitor and inform. It is faster and more effective to lay this out as a playbook in advance. - Scott Morris, Sprout Social
10. Honesty And Accountability
Tell the truth. Communicate frequently. Display empathy. Hold yourself accountable. Don't evade questions you don't have the answers to. Instead, find out the answer and respond as quickly as possible. - Dave Minifie, Terakeet
11. Vulnerability
Allow your brand to show vulnerability. In a crisis, being transparent about challenges and uncertainties or even acknowledging mistakes can build lasting trust. People connect with honesty, and admitting imperfection fosters empathy, making your audience more likely to stand by you during tough times. It shows your brand is both accountable and committed to addressing issues head-on. - Pini Yakuel, Optimove
12. Clear Roles And Responsibilities
A key element of a crisis communication plan is defining clear roles and responsibilities to facilitate faster response times. Companies that respond to a crisis within the first hour are 85% more likely to maintain public trust than those that delay. By clarifying team duties, organizations can respond swiftly and uphold stakeholder trust during challenges. - Marija Zivanovic-Smith, IEX
13. Autonomy To Act Quickly
In a crisis, the most critical factor is speed. This means a key element of a successful crisis plan is autonomy. Communications professionals must be empowered to take decisive action without getting delayed by bureaucratic approvals or fearing punishment for bypassing protocol. An imperfect communication released fast is almost always going to deliver a better outcome than a perfect one that takes too long. - Andrew Allen, Crossover
14. Monitoring And Listening Tools
Monitoring and listening tools are key elements of a crisis strategy. They track public sentiment and media coverage in real time. They're vital because they allow businesses to quickly assess how a crisis is evolving, enabling them to adjust their messaging or strategy based on audience reactions. This helps prevent escalation and ensures a more targeted and effective response using pre-drafted messaging templates for agility. - Ronak Sheth, 360 ONE WAM Ltd.
15. A Designated Spokesperson With Media Training
One key element of a successful crisis comms campaign is the establishment and media training of a designated spokesperson. This individual acts as the primary voice of the organization during a crisis and is the final touchpoint to ensure that messages are consistent, accurate and timely. Spokespersons serve multiple critical functions that collectively help mitigate the fallout of a crisis. - Nandini Sankara, Suburban Propane
16. Pre-Approved Talking Points
An exhaustive list of pre-approved FAQs plays an imperative part in managing crises, especially when there are multiple spokespeople, stakeholders and public- or external-facing employees. This ensures that everyone has consistent messaging, which is important in building trust at a time of crisis. - Roshni Wijayasinha, Prosh Marketing