When Crisis Strikes: Why Your Organization Needs a Crisis Communications Plan
- Christine Umayam
- Feb 10
- 4 min read
A Former Journalist's Guide to Crisis Communications
It was 7 AM when my phone lit up with that familiar urgency. A major fire hit a historic building in downtown. As I rushed to the scene with my photographer, I watched two stories unfold simultaneously: the crisis itself, and how different organizations handled it.
One agency was nowhere to be found – no spokesperson, no updates, nothing but silence as worried business owners watched the fire burn their buildings. The other had a fire department public information officer on site within minutes, sharing clear updates, answering questions, and most importantly, showing they cared about the impact on their community.
That morning taught me something I've seen proven time and time again: in a crisis, how you communicate can matter just as much as how you respond.
The Truth About Crisis Communications
Here's something I learned from years in the newsroom – crisis doesn't wait for convenient timing. It doesn't care about your weekend plans or that important meeting you've been preparing for. It arrives unannounced, demanding immediate attention, and testing every aspect of your organization's readiness.
But here's the good news: while you can't always prevent a crisis, you can absolutely prepare for one. And trust me, that preparation makes all the difference.
Why Crisis Communication Plans Matter Now More Than Ever
Remember when news traveled at the speed of the morning paper? Those days are long gone. Today, a single tweet can spark a firestorm before you've even heard about the initial incident. I've watched organizations scramble to catch up as their story spiraled out of control on social media, while others managed to stay ahead of the narrative simply because they were prepared.
In today's 24/7 digital world, you need more than just a crisis plan – you need a comprehensive approach that helps you:
Respond quickly and effectively in those crucial first moments
Navigate the complex landscape of traditional and social media
Maintain trust with your community when it matters most
Turn potential crises into opportunities to demonstrate leadership
What Happens When Crisis Hits?
Let me paint you a picture I've seen too many times. It's a normal Tuesday morning. Coffee in hand, you're reviewing your schedule for the day. Then suddenly:
Your phone starts buzzing with urgent messages
Social media mentions of your organization spike
Local news crews are requesting comment
Your team is looking to you for guidance
In that moment, you have a choice. You can either scramble to figure things out on the fly, or you can reach for tools and templates you've already prepared and practiced.
Which would you prefer?
The Four Pillars of Effective Crisis Response
Through years of covering crises and later helping organizations navigate them, I've identified four essential elements of effective crisis communications:
First Response Readiness It's those crucial first minutes and hours that often determine how a crisis will unfold. You need clear templates and protocols ready to go – because when pressure is high, that's not the time to be crafting messages from scratch.
Clear Decision Pathways When crisis hits, confusion about who can say what often leads to costly delays. You need clear flowcharts and protocols that eliminate guesswork and keep your response moving forward.
Digital Presence Management In today's world, crises unfold at the speed of social media. You need tools and strategies specifically designed for managing your digital presence during challenging times.
Spokesperson Preparedness Your spokesperson isn't just sharing information – they're the face of your organization in crucial moments. They need the right training and tools to communicate with confidence and authenticity.
Building Your Crisis Communications Plan
This is why we created our comprehensive Crisis Communications Toolkit. It's everything I wish organizations had in their crisis communications plan when I was covering their toughest moments, combined with everything I've learned about what really works when pressure is high.
What's Inside:
First Response Template Package
Those first moments are crucial. This package gives you everything you need to respond quickly and effectively, including:
Initial response templates
Media statement frameworks
Social media update guides
Internal communication tools
Crisis Communications Flow Chart
Never wonder "what next?" again. This clear, actionable guide helps you:
Make quick, confident decisions
Know who needs to be involved when
Maintain clear communication channels
Stay ahead of developing situations
Digital Response Kit
Managing your online presence during a crisis requires special tools and strategies. This kit helps you:
Monitor and manage social media effectively
Respond to online concerns appropriately
Maintain consistent messaging across platforms
Counter misinformation quickly
Spokesperson Preparation Kit
Help your spokespersons communicate with confidence and authenticity through:
Message development worksheets
Body language guides
Interview preparation tools
Real-world scenario practice guides
Being Ready Isn't About Being Perfect
Let me share something I learned from interviewing countless officials during crisis moments – people don't expect perfection. They expect honesty, transparency, and genuine concern. The most effective crisis communications isn't about having all the answers – it's about maintaining trust while you work to find those answers.
That's what our toolkit is designed to help you do. It's not about turning you into a polished PR machine. It's about helping you communicate authentically and effectively when your community needs to hear from you most.
Your Next Steps
Don't wait for a crisis to test your readiness. Whether you're updating your existing crisis plans or starting from scratch, now is the time to prepare. Remember that breaking news fire I mentioned? The agency that responded effectively had their crisis protocols in check. That made all the difference.
Ready to transform your crisis communications readiness? Let's talk about how our toolkit can work for your organization. Because when crisis hits, you don't just need a plan – you need a partner who's been there before.
Remember, it's not if a crisis will happen, but when. The question is: will you be ready when it does?
Looking to build your crisis communications confidence? Let's talk about how we can help you prepare for those crucial moments when every word matters.
