Five Missing Elements in a Crisis Communication Plan

From time to time, it is important to refresh your company’s Crisis Management Plan. While doing so, you should look for areas of improvement. According to a recent article by, the following five elements are commonly missing from many Crisis Management Plans.

1) Accurate and Timely Communication between Departments

Oftentimes, a Crisis Management Plan is created by various departments within a single business. Sometimes, these different parts aren’t integrated into one central plan. This is especially important in the area of communication between the various departments in your organization. Developing a plan that takes into account the different departments in your company and the sharing of information between them is crucial. The sharing of timely and accurate information makes it easier for your departments to be better able to respond to a crisis.

2) Having the Proper Spokespeople for the Situation

Knowing what to say during a crisis is important, but more important is who you have say it. While it is crucial to have your CEO speak up during a crisis, it is even more important to have experts in the subject matter dealing with the crisis speak as well. Because while your CEO will speak for the organization’s commitment to resolving the crisis as a whole, it is the experts on the matter that build credibility and give others the confidence that you know how to resolve the matter effectively and safely.

3) Effective Use of Online Media

It is extremely important that companies familiarize themselves with online social media. Failure to do so could lead to loss of reputation, as those who are critical of your organization and its crisis management practices will have free reign to say what they will with little to no response from you and your company. Developing a social media strategy is crucial in this day and age.

4) Identifying New Risks Before They Happen

Being able to identify a risk before it happens is important, and while most crisis can be put into one of two categories — operational emergencies and reputational emergencies — it is important to revisit your Crisis Management Plan frequently to ensure that new, unaccounted for risks are addressed.

5) Pre-prepared Statements

One way to effectively prepare for a crisis is to develop pre-prepared statements for likely crises, allowing you to more rapidly release a statement on what your company is doing in response to a given crisis. Be proactive, not reactive!

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