Crisis communications messaging best practices

A crisis communication plan needs to ensure critical information will be efficiently communicated among responders and stakeholders during an incident. Incidents can take the shape of a wide variety of scenarios for different organizations in every vertical of industry, but all require timely and effective messaging and communication to resolve as quickly and professionally as possible. Ultimately, regardless of the scenario type, it is most crucial that you achieve the most basic communication goal of every incident, which is to get the:

• Right information to the
• Right people at the
• Right time so they can make the
• Right decisions and issue the
• Right communications

4 essential crisis communication best practices

There are four areas to focus your attention on if you want timely and effective crisis communications.

1. Communication governance document
   What: Establish a clear governance structure for crisis communication. Define roles, responsibilities, and decision-making authority.
   Why: A well-defined structure ensures efficient communication flow during a crisis.
   How: Create an organizational chart or matrix detailing who communicates with whom, both internally and externally. Another factor to consider is the tone of communications – remember during these times to emphasize transparency and support.
   
   
2. Crisis communication plan
   What: Develop a comprehensive crisis communication plan that outlines procedures, key contacts, and communication channels.
   Why: Having a plan in place ensures a coordinated response and minimizes confusion.
   How: Include contact lists, escalation procedures, and predefined messaging templates.
   
   
3. Pre-written and approved templates
   What: Prepare templates for various scenarios (e.g., natural disasters, data breaches, product recalls). These templates should cover different communication channels (emails, press releases, social media).
   Why: Templates save time during a crisis and maintain consistency in messaging.
   How: Draft templates for common scenarios, get them approved, and keep them accessible. Consider keeping a log of previously sent messages to repurpose them in times of need.
   
   
4. Effective communication tools
   What: Invest in reliable communication tools. Consider mass notification systems, collaboration platforms, and social media management tools.
   Why: The right tools facilitate quick dissemination of information to the right stakeholders. Don’t keep people in the dark and communicate in a timely manner to avoid the spread of misinformation or panic.
   How: Evaluate existing tools, ensure they integrate seamlessly, and train staff on their use.
   
   

Each one of these four areas plays a crucial role in fulfilling crisis communications best practices, and being under-invested in any one particular area can mean the downfall of your entire communications plan. Keep in mind, simply having a crisis communications plan is not enough unless it has been vigorously tested to identify strategic gaps or weaknesses. Conduct drills, tabletop exercises, and simulations to identify gaps and refine your plans.

Learn more about Crisis Communications.