A Simple Guide to Writing
a Crisis Communication Plan
Prepare your business for the unexpected. Follow our simple 6-step guide to writing an effective crisis communication plan that protects your brand and restores trust.
9 MIN READ
Crisis
Communication
Resilience
TEAGAN RANDALL
9 minutes
02 February 2016
Branding & Communications
NEWSLETTER
Listen to the podcast here
Audio Title: A Simple Guide to Writing a Crisis Communication Plan
Description: Prepare your business for the unexpected. Follow our simple 6-step guide to writing an effective crisis communication plan that protects your brand and restores trust.
Table of Contents
Introduction
The best way to handle a crisis is to reduce the number of decisions you need to make when emotions are high and time is limited. The more planning you do in advance, the better prepared your business will be.
Crises can take many forms, from financial and reputational issues to cyberattacks and natural disasters. Every business is at risk in some way. That’s why it’s essential to consistently monitor both your organisation and the environment around it, including your online presence.
A clear crisis communication plan ensures that when something goes wrong, your response is calm, coordinated, and credible.
Step 1: Identify Potential Crises
Not all crises affect every business in the same way. Some situations are more likely (and more dangerous) depending on your industry.
For example, a cyberattack is a risk for all businesses, but for a financial institution, it could be catastrophic.
Common crisis scenarios include:
- Natural disasters
- Security or data breaches
- Product recalls
- Advertising or messaging that is misinterpreted
Start by identifying the scenarios that are most relevant to your organisation.
Identifying hidden risks before they impact your business.
Step 2: Define the Goal of Your Communication Plan
Before a crisis happens, be clear about what your communication is meant to achieve.
Your goal might be to:
- Retain or restore stakeholder trust
- Protect your brand reputation
- Reassure employees and clients
These goals may vary slightly depending on the type of crisis, so outline your priorities for each major scenario.
Step 3: Assign Roles and Responsibilities
Clear roles prevent confusion and conflicting messages.
Key roles include:
- Crisis Manager: Oversees the entire crisis response and ensures the plan is followed.
- Spokesperson: The only person authorised to speak publicly to the media, stakeholders, and employees.
- Communications Team: Handles all messaging and public communication, following the spokesperson’s direction.
- Data Analyst: Monitors public response and evaluates whether communication efforts are effective.
Everyone should know exactly what their role is before a crisis occurs.
Distinct roles working together ensure a smooth response.
Step 4: Create Communication Templates
Prepare message templates in advance to save time and ensure consistency.
Each template should clearly outline:
- What happened
- The impact on stakeholders (clients, employees, partners, etc.)
- The steps the organisation is taking to resolve the issue
- Where people can find more information
These templates should be easy to adapt to different situations.
Step 5: Decide on Communication Channels
Determine which channels will be used during a crisis and how they will be managed.
Consider:
- Which email addresses or phone numbers will be active
- Which social media platforms will be used
- Whether updates will be shared via email, social posts, website updates, or video content
Making these decisions in advance significantly reduces pressure during a real crisis.
Organising multiple platforms prevents communication bottlenecks.
Step 6: Inform Your Team and Update Regularly
Your crisis communication plan is only effective if your team understands it.
Make sure employees know:
- Who to contact during a crisis
- Who is authorised to communicate externally
- What processes to follow
Review and update the plan regularly to ensure it remains relevant as your business grows and changes.
A well-prepared crisis communication plan ensures clarity, trust, and calm when it matters most.
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