The Checklist For An Effective Crisis Communication Plan

In today’s unpredictable world, a crisis can occur without warning. Preparing for the unexpected beforehand can make a difference in your company’s reputation and future success. The best way to crush a crisis is to respond smartly. An appropriate and prompt response allows your team to build long-lasting trust with customers.

How to deal with the crisis?

A crisis is anything that keeps your organisation from fulfilling its mission, like a global health pandemic, a natural disaster, or a human-made error. It can have a lasting impact on your organisation’s brand, reputation, and profitability. A crisis communication plan can mitigate the damage or avoid it altogether.

Why is a plan necessary?

Identifying your organisation’s potential vulnerabilities and preparing contingency communications helps you respond quickly and effectively, thereby mitigating the long-term damage of the crisis. A well-executed plan will allow your organisation to build trust with your customers, employees, and investors.

Know your weaknesses

Work with your organisation’s leadership and key stakeholders to identify potential vulnerabilities that could affect your revenue and reputation. Many crises are preventable. Going through this exercise may highlight areas of opportunity for improvement and training.

Create a team

With a crisis management team, you can outline a chain of command to respond to it. Employees and customers may require a person of authority to provide answers and guidance.

Identify the audiences

Try to identify the audiences you need to reach and the best channels to get them. The medium to reach your customer segments, distributors, investors, and employees can be phone, email, social media, and press.

Communicate early and often

Respond quickly and incrementally with a continuous flow of information to prevent the crisis from spiralling out of control. Social media has the power to shape the public’s perception. Conduct public opinion research through polls and surveys to identify the information, weigh public perception on an issue, reflect public concerns, and allocate funds.

Train your employees

As part of this planning process, you should include training for your call centre or customer service employees with proposed scripts on what to say and how to respond to inquiries from customers, the press, and other interested parties. It will help you manage risks and protect your brand’s reputation. 


You can measure the opinion of a large population by studying a random sample utilising surveys, in-depth interviews, and focus group discussions. It is essential to uncover what people think of your brand.

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