[CC] [PM] Program Management - Keeping Your Armor Polished

Phase 7: Program Management

Keeping Your Armor Polished

Congratulations! You've completed the six core phases of Crisis Communication Planning Methodology. By now, you have established a comprehensive crisis communication plan, tested its effectiveness, and trained your team for real-world scenarios.

However, our journey does not end here. This chapter explores Phase 7: Crisis Communication Program Management, emphasizing the importance of keeping your plan current and adaptable in a dynamic environment.

What Exactly is Crisis Communication Program Management?

Crisis Communication Program Management refers to the ongoing maintenance process. This involves scheduling regular reviews to ensure the plan stays relevant to current threats and communication best practices.

It also includes updating the plan based on these reviews, such as incorporating new technologies or revising communication strategies.

Regular training sessions for your crisis communication team and soliciting their feedback are important aspects of program management, ensuring everyone is familiar with the plan and can execute it effectively during a crisis.

Why CC Program Management Matters?

Crises can evolve rapidly, and the landscape of communication is constantly changing. New technologies emerge, media platforms shift, and public expectations regarding crisis communication can develop. To ensure your plan remains effective, ongoing maintenance is essential. Here's why:

Maintaining Relevancy. Regular review and updates ensure your plan reflects current threats, communication best practices, and stakeholder expectations.
Adapting to Change. New technologies, media platforms, and legal regulations might necessitate adjustments to your communication strategies.
Ensuring Team Familiarity. Regular review sessions familiarise your team with the plan, ensuring they can execute it effectively during a crisis.

The CC Program Management Process

Maintaining your crisis communication plan involves continuously reviewing, updating, and training. Here's a breakdown of the process:

Schedule Regular Reviews. Plan to review your crisis communication plan at least annually. More frequent reviews might be necessary depending on your industry or risk profile.
Monitor the Communication Landscape. Stay informed about emerging communication trends, new technologies, and evolving public expectations regarding crisis communication.
Review Crisis Scenarios and Risks. Reassess the potential crisis scenarios you identified in Phase 2. Have any changes in your organization or the external environment might alter your risk profile?
Update Your Plan. Based on your review findings, update your plan accordingly. This might involve revising communication strategies, incorporating new technologies, or updating contact information for key stakeholders.
Conduct Refresher Training. Schedule regular training sessions to familiarise your crisis communication team with the updated plan and address any knowledge gaps identified during testing or real-world events.

Integration with CC Team

The crisis communication team plays a vital role in maintaining the plan. Here are some ways to integrate them into the maintenance process:

Encourage Team Feedback. Solicit feedback from your crisis communication team on the plan's usability and effectiveness.
Assign Ownership. Consider assigning specific plan sections to team members and holding them accountable for monitoring updates in their designated areas.
Leverage Team Expertise. Use your team members' expertise to identify potential improvements and best practices based on their experience.

Fostering a culture of continuous improvement and collaboration within your crisis communication team can ensure that your plan remains a dynamic and effective tool.

Crisis communication planning is an ongoing process, not a one-time event. Following the steps outlined in this chapter for Phase 7: Crisis Communication Program Management, you can ensure your plan stays current, adaptable, and practical in any crisis.

Remember, a well-maintained crisis communication plan is a valuable asset that can safeguard your organization's reputation and minimize damage during unforeseen events.

Summing Up ...

Crisis communication planning is a continuous cycle, not a one-time fix. This chapter, focusing on Phase 7: Crisis Communication Program Management, has emphasized the importance of keeping your meticulously crafted plan current and adaptable.

Regular reviews ensure your plan reflects the ever-changing communication landscape and evolving stakeholder expectations. By integrating your crisis communication team into the maintenance process, you foster a culture of continuous improvement, leveraging their expertise to refine your plan and address any knowledge gaps.

Remember, a well-maintained crisis communication plan is your organization's armour against unforeseen events. By following the seven phases outlined in this book, you've equipped your organization with the tools and knowledge to navigate any crisis with clarity and transparency and ultimately emerge stronger on the other side.