{"id":12985,"date":"2023-12-18T07:23:00","date_gmt":"2023-12-18T07:23:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=12985"},"modified":"2025-05-29T11:00:13","modified_gmt":"2025-05-29T11:00:13","slug":"crisis-communication-plan","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/crisis-communication-plan\/","title":{"rendered":"How to Create a Crisis Communication Plan (Updated for COVID-19)"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<p><a href=\"https:\/\/prowly.com\/magazine\/pr-crisis-management\/\">Crisis management <\/a>is hardly exclusive to big business. Small firms\u2014especially in the age of the ubiquitous internet\u2014are also able to make use of this knowledge.<\/p>\n\n\n\n<p>The first rule to dealing with any crisis reads that \u201cprevention is better than cure.\u201d A disaster (even a small-scale one) can cost the company a lot\u2014from lost sales and compensation to the time of those who are handling the crisis and finally to the \u201cunmeasurable\u201d damage to the reputation. It is, therefore, better to have the procedures to prevent a crisis in place than to cope with it later.<\/p>\n\n\n\n<p>You can find them in our crisis <a href=\"https:\/\/prowly.com\/magazine\/communication-plan-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">communication plan<\/a> .pdf e-book, which was prepared together with Michelle Garrett, a renowned PR expert, and recently updated for 2020 and COVID-19.<\/p>\n\n\n\n<div class=\"anchor\" id=\"ebook\" style=\"margin-bottom: 30px;\">\n<!--[if lte IE 8]>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script>\n<![endif]-->\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n\tportalId: \"598353\",\n\tformId: \"444e0016-8c0e-4d82-9791-bb2f275028f4\"\n});\n<\/script>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"learn-everything-you-need-to-prepare-for-a-crisis\">Learn everything you need to prepare for a crisis:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Why you need to have a&nbsp;crisis communication plan&nbsp;in place<\/li>\n\n\n\n<li>Steps in a crisis communication plan<\/li>\n\n\n\n<li>How to apologize&nbsp;if your brand messes up<\/li>\n\n\n\n<li><a data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/crisis-press-release-examples\/\" href=\"https:\/\/prowly.com\/magazine\/crisis-press-release-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">Crisis communications planning<\/a> tips from the pros<\/li>\n<\/ul>\n\n\n\n<p>With major brands from Pepsi to United finding themselves in hot water, the crises of 2017 have shined a spotlight on why planning ahead for one of these scenarios is so important. It brings a new appreciation for what crisis communications and PR pros do. If we can take any lessons from these situations, it\u2019s that EVERY business really needs to have a plan in place in the event of a crisis.<\/p>\n\n\n\n<p>[Editorial note:&nbsp;<a href=\"https:\/\/prowly.com\/magazine\/what-is-public-relations-definition\/\">What is Public Relations? A Comprehensive PR Guide]<\/a><\/p>\n\n\n\n<p>When you think about your business, can you anticipate a crisis that might arise? An inappropriate social media post or tweet. A mishandling of a situation with a customer. A public safety issue. And the list goes on. The truth is that anything can happen at any time.<\/p>\n\n\n\n<p>And with social media, news travels fast\u2014be it good or bad. The last thing you want is to allow a situation to fester without a response directly from you. This can make a bad scenario worse.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">So what can we do?<\/h3>\n\n\n\n<p>If we plan ahead and proactively think through crises that might befall our businesses, we can be much better prepared to handle these situations appropriately.<\/p>\n\n\n\n<p>Let\u2019s take United as an example. They had the&nbsp;<a href=\"https:\/\/hbr.org\/2017\/04\/pepsi-united-and-the-speed-of-corporate-shame\">biggest PR crisis of 2017<\/a>&nbsp;when a passenger was dragged off an overbooked flight. The response from the public was swift\u2014and furious. The airline quickly found itself in the midst of a major public backlash.<\/p>\n\n\n\n<p>But, the way United handled it helped feed the fire. Given, the video of the incident was undeniably horrific. There was no way around that. However, the way the brand reacted could\u2019ve used some serious reworking.<\/p>\n\n\n\n<p>Had the airline apologized immediately and taken steps to help make the situation right, the backlash might have been far less in magnitude. Instead, it took three attempts to get it right. By then, the damage had been done.<\/p>\n\n\n\n<p>On the other hand, we have Adidas. When they made a misstep by sending an inappropriate email regarding the Boston marathon&nbsp;<a href=\"http:\/\/www.ranker.com\/list\/corporate-social-media-fails-2017\/jacob-shelton?utm_expid=16418821-321.JB5yr2hCTp2WeaBHXzLclg.0&amp;utm_referrer=https%3A%2F%2Fwww.google.com%2F\">(\u201cCongrats, you survived the Boston Marathon\u201d<\/a>), they were quick to admit the mistake and apologize, taking full responsibility for the incident and not making excuses.<\/p>\n\n\n\n<p>So, what\u2019s the lesson here? Of course, we\u2019re not all United. But, are we in denial about the odds that we\u2019ll find our businesses in the midst of a crisis? If so, let\u2019s not bury our heads in the sand. This only makes us look guilty\u2014even if it was a simple misunderstanding that caused the issue.<\/p>\n\n\n\n<p>Getting out in front of the story before it blows up is in your best interest. The way to do that is to be prepared. Have a plan, even if it\u2019s a simple one. What will you say? Who will say it? What other steps will you take? Think through the possible scenarios. Talk through it with your communications team.<\/p>\n\n\n\n<p>What\u2019s the old saying\u2014\u201cForewarned is forearmed?\u201d There is no excuse in today\u2019s world to NOT be ready for the worst. 2017 has shown us that even if we believe the worst can\u2019t happen\u2014it can. And sometimes does.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-belongs-in-a-crisis-communications-plan\">What Belongs in a Crisis Communications Plan?<\/h2>\n\n\n\n<p>Planning is the best way to be sure you\u2019re prepared. The crisis response plan should address at least the basics so that WHEN (not if, but when) a crisis occurs, you\u2019re ready to hit the ground running to contain the damage before it spirals out of control. It could make the difference between a minor crisis blowing up into a major disaster for your brand.<\/p>\n\n\n\n<p>If you\u2019re thinking about putting together a crisis communications plan for your business, where do you start? Here are the basics to consider:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Select a crisis team<\/h3>\n\n\n\n<p>This should include various departments across the company, such as management, communications, legal, HR, and operations. For smaller companies, this may be simple, as the owner assumes many of these responsibilities. It can raise important points, for example, making sure you have an attorney in place should you need one.<\/p>\n\n\n\n<p>Of course, the communications piece is critical, so if this isn\u2019t your strong suit, make sure you have someone to call on for help. For example, we\u2019ve seen brands digging themselves into a deeper hole than they need to when they fail to have a solid response on social media to questions or criticisms during a crisis. The public-facing piece is vital, as is communicating internally to your employees and shareholders, so don\u2019t skimp here. Hire help if you need it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Determine audiences<\/h3>\n\n\n\n<p>The audiences you should consider include your customers, employees, the news media, the community, partners, and perhaps investors. This varies, depending on the type of business and the type of crisis.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Designate a spokesperson<\/h3>\n\n\n\n<p>This is usually the CEO or owner of the business. In a larger company, it could be another C-level executive. If needed, you can name more than one spokesperson, such as one who can handle more complex questions requiring specifics the CEO may not be as well versed in. Remember, too, that it\u2019s always a good idea to have a backup, just in case your top choice is traveling, ill, or otherwise unavailable.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Prepare for interviews<\/h3>\n\n\n\n<p>Practice answering tough questions. Prepare a Q&amp;A session that covers the most difficult questions and the answers you want to provide. For example, once I worked on an agricultural event when swine flu was in the news. We prepared the spokesperson to address tough questions on the risk to the public, as we knew the media would ask.<\/p>\n\n\n\n<p>And DON\u2019T just \u201cwing it\u201d\u2014you need practice. And it isn\u2019t only the words you use but the tone. More on that&nbsp;<a href=\"http:\/\/michellegarrett.com\/2017\/04\/16\/turns-knowing-apologize-matters-pr-crisis\/\">here<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Establish policies and procedures for dealing with the media.<\/h3>\n\n\n\n<p>These may vary, but some common practices include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Routing all journalists to the same contact or department.<\/li>\n\n\n\n<li>Logging every call\/contact.<\/li>\n\n\n\n<li>Keeping notes on how each contact is handled. If you promise to follow up with a reporter on a question, be sure to do that.<\/li>\n<\/ul>\n\n\n\n<p>If you\u2019re proactive in working with journalists, they tend to go a little easier on you. They\u2019ll trust and believe you more than if you\u2019re evasive and dodge questions. Give straight answers. If you don\u2019t know an answer, it\u2019s OK to say you\u2019ll find out and get back to them. Then be sure to do that, in as timely a manner as possible.<\/p>\n\n\n\n<p>Keep in mind that this is a very basic outline. If you\u2019re ready to start planning for what your organization will do in the event of a crisis, try following the above steps to draw up a simple framework. Or, contact a PR expert to help you flesh out a plan to fit your needs.<\/p>\n\n\n\n<p>While having a well-structured crisis communication plan is essential, understanding how such plans are executed in real situations can provide invaluable insights.<\/p>\n\n\n\n<p class=\"purplebox\">\ud83d\udca1 Explore our compilation of <a href=\"https:\/\/prowly.com\/magazine\/pr-crisis-management-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">16 PR Crisis Management Examples<\/a> to see how various organizations navigated their crises, what strategies they employed, and the lessons learned from their experiences<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-apologize-if-your-brand-messes-up\">How to Apologize If Your Brand Messes Up<\/h2>\n\n\n\n<p>To set the stage, let\u2019s look at how 2017 has gone for brands. I don\u2019t know if it\u2019s that more brands are making mistakes\u2013or that more people now notice with social media there and always ready to spread the news\u2014but it seems like there\u2019s ALWAYS a company in the news for saying something it shouldn\u2019t have said.<\/p>\n\n\n\n<p>Missteps will happen. Some do a good job of apologizing (<a href=\"http:\/\/www.prnewsonline.com\/southwest-allergic-passenger\">Southwest<\/a>) while others not so much (<a href=\"http:\/\/www.prnewsonline.com\/memo-to-united-customers-were-really-sorry-now\/\">United<\/a>). Southwest\u2019s apology was immediate and sincere, while it took United three attempts to finally begin to get it right.<\/p>\n\n\n\n<p>So, what makes a good apology? Here are some elements it should include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It should be timely: The apology should quickly follow the misstep. In these days of social media, news\u2014good or bad\u2014can spread like wildfire. Brands no longer have days, or even hours, to come up with an apology. They have to act fast. And, it\u2019s important to get it right on the first try. If it takes you several tries (like United), you risk losing even more favor with the public.<\/li>\n\n\n\n<li>It should be sincere: It goes without saying that the apology should be heartfelt and genuine. Yet, when people find themselves in a situation in which they need to apologize, they\u2019ll often deny any wrongdoing. Why?<\/li>\n<\/ul>\n\n\n\n<p>\u201cDenial is the simple thing to do, and people grasp wildly at the first straw to occur to them,\u201d&nbsp;<a href=\"https:\/\/www.usatoday.com\/story\/news\/2017\/04\/13\/united-airlines-sean-spicer-apology\/100378570\/\">said<\/a>&nbsp;William Benoit, Ohio University Communications professor and author of&nbsp;<em>Accounts, Excuses, Apologies: Image Repaid Theory and Research<\/em>.<\/p>\n\n\n\n<p>It wasn\u2019t until Oscar Munoz, United\u2019s CEO, appeared on Good Morning America using words like \u201cshame\u201d and \u201cembarrassment\u201d that he began to come across as more remorseful. And, United announced it would refund the fares of all the passengers on the affected flight, a gesture illustrating empathy.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You should take responsibility for your actions: If you\u2019ve done something wrong, say so. Admit your error. Don\u2019t make excuses or try to shift the blame. There\u2019s an appreciation for simply saying, \u201cWe messed up\u2014and we\u2019re sorry.\u201d&nbsp;<a href=\"https:\/\/www.nytimes.com\/2017\/04\/12\/business\/media\/apology-sean-spicer-holocaust-oscar-munoz-united.html\">Experts agree<\/a>this is one of the best ways to begin rebuilding trust.<\/li>\n\n\n\n<li>Just say it, plain and simple: No need to use fancy words. Simple terms are best. It\u2019s better to use words that reflect language your audience relates to. Don\u2019t use industry jargon.<\/li>\n\n\n\n<li>Include an explanation of what happened: If it\u2019s warranted, explaining what happened can also help folks understand\u2014and perhaps be more forgiving.<\/li>\n<\/ul>\n\n\n\n<p>For example, when it was revealed that PricewaterhouseCoopers was behind the debacle at the Academy Awards in 2017, the next day, not only did they apologize, but they offered&nbsp;<a href=\"https:\/\/www.nytimes.com\/2017\/04\/12\/business\/media\/apology-sean-spicer-holocaust-oscar-munoz-united.html\">an explanation of what happened<\/a>. This helped them mend fences with the Academy.<\/p>\n\n\n\n<p>If you need more examples, check out SorryWatch, where founders Susan McCarthy and Marjorie Ingall review public apologies each week and give advice on structure and language. For instance, they recently took a stab at dissecting&nbsp;<a href=\"http:\/\/www.sorrywatch.com\/\">Equifax\u2019s attempt at apologizing<\/a>.<\/p>\n\n\n\n<p>And what\u2019s the one most important piece of advice Ingall gives? If you make a mistake, don\u2019t make excuses. \u201cApologizing well means acknowledging that, at that moment at least, you were not good,\u201d&nbsp;<a href=\"http:\/\/nymag.com\/scienceofus\/2017\/06\/these-apology-critics-want-to-teach-you-how-to-say-sorry.html\">says Ingall<\/a>.<\/p>\n\n\n\n<p>After all, everyone makes mistakes. It\u2019s how you apologize that matters.<\/p>\n\n\n\n<p>\u201cDuring times of sensitivity, adversity or crisis, the most important thing you can do is step up, be present, and answer the tough, yet important, questions. Even better, be prepared before a crisis so you and your company will know what to do during and after\u2014you must create organizational muscle memory\u2014many people are depending on you to lead them through the storm. Our mantra is, \u2018If you don\u2019t tell your story, someone else will. And, when someone else tells your story, it certainly won\u2019t be the story you want to be told.\u2019\u201d<\/p>\n\n\n\n<p><em><strong>Rob Weinhold<\/strong>, chief executive,&nbsp;<\/em><a href=\"http:\/\/www.fallstongroup.com\/\"><em>Fallston Group<\/em><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Identify and know your stakeholders:<\/h3>\n\n\n\n<p>\u201cWho are the internal and external stakeholders that matter to your organization? I consider employees to be your most important audience because every employee is a PR representative and crisis manager for your organization whether you want them to be or not! But, ultimately, all stakeholders will be talking about you to others, not on your contact list, so it\u2019s up to you to ensure that they receive the messages you would like them to repeat elsewhere.\u201d<\/p>\n\n\n\n<p><em><strong>Jonathan Bernstein<\/strong>,&nbsp;<\/em><em>president,&nbsp;<\/em><a href=\"http:\/\/bernsteincrisismanagement.com\/\"><em>Bernstein&nbsp;Crisis&nbsp;Management, Inc.<\/em><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Communicate with your wider staff:<\/h3>\n\n\n\n<p>\u201cIn a crisis, maintaining a single channel of communication with the press is vital if you want to keep control of the message being delivered. While your focus may be on what is happening externally, you have to remember the importance of ensuring your employees are aware of, and up to date on, the ongoing situation.<\/p>\n\n\n\n<p>You have to remember; it\u2019s not out of the realm of possibility that a receptionist or salesperson, for instance, could answer the phone or be approached by a journalist and say something they shouldn\u2019t. Everyone who works for your business needs to know what to say (and what not to say!) if they are contacted by the media, and where they should direct them.<\/p>\n\n\n\n<p>Advice also needs to be given on the content of your&nbsp;employees\u2019&nbsp;personal social media channels\u2014this is especially true in a crisis situation and should be covered in your social media policy document.<\/p>\n\n\n\n<p>This internal communication, alongside a robust social media policy document that limits company information being shared on personal channels, will help protect the established lines of communication between the business and the press.\u201d<\/p>\n\n\n\n<p><em><strong>Martin Stone<\/strong>, associate director,&nbsp;<\/em><a href=\"https:\/\/t.co\/2l7CNiKdkm\"><em>Tank<\/em><\/a><\/p>\n\n\n\n<p class=\"purplebox\">P.S. Here\u2019s an article that might come in handy if you\u2019re looking for a <a href=\"https:\/\/prowly.com\/magazine\/top-communication-measurement-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">tool to measure the impact of your communication efforts<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Say\u2014but more importantly DO\u2014the right thing at the right time:<\/h3>\n\n\n\n<p>\u201cSaying\u2014but more importantly DOING\u2014the right thing at the right time is key to managing a crisis. Get it right, and you could deepen your connection with your customers for the long term, and perhaps win more business through positive word of mouth. Get it wrong\u2014and it could be a real threat to your future growth.\u201d<\/p>\n\n\n\n<p><em><strong>Neil Hopkins<\/strong>, owner,&nbsp;<\/em><a href=\"https:\/\/neonodal.com\/crisis-communications-thoughts\"><em>NeoNodal<\/em><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Make use of your internal champions:<\/h3>\n\n\n\n<p>\u201cPlan out in advance some of the possible issues or crises the firm might encounter and draft working statements (these can always be amended if needed). Have an internal support network, spokespeople who can cover a particular area, e.g., an issue relating to HR, facilities, etc. and are aware that they are the crisis point person. You need to establish close contact with a core group of senior spokespeople who you can relay the issue to, plan\/draft the response and issue. The key is speed and accuracy.<\/p>\n\n\n\n<p>That said, make use of your internal champions, i.e., PAs, who can be invaluable in chasing down spokespeople, getting sign-off on statements, etc.\u201d<\/p>\n\n\n\n<p><em><strong>Mark Hook<\/strong>, Head of PR,&nbsp;<\/em><a href=\"https:\/\/www.brightpearl.com\/\"><em>Brightpearl<\/em><\/a><\/p>\n\n\n\n<p>Here\u2019s hoping you\u2019ve done your crisis communications planning already\u2014and that you won\u2019t need to use it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"about-michelle\">About Michelle:<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2018\/06\/ko%CC%81%C5%82ka_michelle.png\" alt=\"Michelle Garrett\" class=\"wp-image-6500\"\/><\/figure>\n\n\n\n<p><a href=\"https:\/\/michellegarrett.com\/\">PR consultant and writer<\/a>. You\u2019ll find Michelle at the intersection of PR, content marketing, and social media. As a public relations consultant, content creator, blogger, speaker and award-winning writer, Michelle\u2019s articles and advice have been featured in Entrepreneur, Forbes, Muck Rack, Ragan\u2019s PR Daily, Meltwater, Spin Sucks, CIO, Upwork, Freelancers Union, SheKnows, CommProBiz, and others.<\/p>\n\n\n\n<p>She was named a Top 100 PR Influencer by Onalytica and was recently named to the advisory council of National Organization American Women in Public Relations (Women in PR USATM) Women in PR USA.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"about-prowly\">About Prowly:<\/h2>\n\n\n\n<p><a href=\"https:\/\/prowly.com\/en\">Prowly<\/a>&nbsp;is a PR tool for agencies, communication departments, and freelancers. It allows to easily find relevant media contacts, create online newsrooms, and distribute visual press releases to the media. <\/p>\n\n\n\n<p>Several hundred professionals in Europe and the US are already using Prowly, including PR representatives of such brands as Vimeo, Grupa Pracuj, Techland, Deloitte Digital, IKEA, Spotify, National Geographic, and Allegro.<\/p>\n\n\n\n<p class=\"has-small-font-size\"><br>Cover photo by You X Ventures on Unsplash<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn everything you need to prepare for a crisis.<\/p>\n","protected":false},"author":250,"featured_media":13063,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[357],"tags":[287,40,291],"class_list":["post-12985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-crisis-management","tag-covid-19","tag-crisis-communication","tag-crisis-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Create Crisis Communication Plan PDF (COVID-19 Update)<\/title>\n<meta name=\"description\" content=\"The first rule to dealing with any crisis reads that \u201cprevention is better than cure&quot;. 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