At the organisational level, once the crisis communication (CC) policy, framework, and process, the content of a crisis communication plan starts with the purpose.
Concurrently the CC team structure and the types of crisis scenarios were identified and prioritized. Logically, this is followed by the detailed procedures deriving from the supporting CC guidelines, policies and procedures.
A Crisis Communication Plan helps an designated CC team to have clear thinking, quick response and inclusiveness when under fire. It works together with a business continuity plan and crisis management plan to alleviate or reduce the damages, focusing on presenting the disruptive situation in the best possible light. Coming up with a Crisis Communication Plan in advance grants you the luxury of having more time to find out what needs to be undistracted, and frees up some time to handle the crisis when it occurs. The objective is to gather all critical information in one place, so you will find them faster during the actual event.
A Crisis Communication Plan outlines:
- who should speak and who should not comment;
- what are the key strategic messages when handling the specific crisis scenario;
- who and what materials need to be produced;
- who should be involved in the CC process and who should not;
- who needs to be in the different level of the hierarchy (strategic and tactical) and who should be left out both internally and externally; and
- the organization's crisis telephone contact directory, providing the numbers for reaching critical people 24-7.
The CC plan should outline and explain how your organization will communicate about the crisis and handle the crisis. Within the plan, include:
- Purpose of the plan: Explain why the plan is needed.
- Activation criteria: Identify who can activate the plan and under what circumstances.
- Procedures: Outline the steps that need to be taken in regard to internal and external communication, include who is responsible for what and what tools will be used to carry out the plan. Tools include e-mail, voicemail, intranet, social media, and news release.
Appendices
This section includes guidelines, checklists and forms that support and facilitate crisis communication. Appendices may include:
- First steps checklist
- Media policy
- Social media policy
- Media call log to document calls/communication received from members of the media
- Internal and external communication checklists
- Fact sheets
- Profiles and biographies for each key administrator
- Copies of organization logos/photos
- News release template
- Copies of the organization’s business continuity/disaster recovery plans
- Contact information for employees, crisis communication team members (including any outside legal or public relations representation) and the media
Read More about your learning journey -- Read "Minimizing Reputation Lost Through Effective Crisis Communication"
