Drawing up a crisis communication plan
A crisis communication plan sets out in advance who is responsible for communicating what in the event of a crisis. This ensures you do not waste valuable time during an incident. In this guide, you will find a six-step guide to drawing up such a plan.
Why have a crisis communication plan?
During a crisis, there is no time to think about who the spokesperson is or which channels to use. These things must be decided in advance. A crisis communication plan provides that structure. With a plan in place, you can respond more quickly, more consistently and with less stress. It prevents important steps from being overlooked when the pressure is at its highest.
What does a crisis communication plan contain?
A good plan is concise and practical, so that it can be used even under pressure. It should include at least the following elements.
- The objectives of your crisis communication.
- The roles and the crisis team, with names and contact details.
- The target groups and the channels through which you reach them.
- Key messages and scenarios you can often expect to encounter.
- Action plans setting out specific steps for each situation.
- Arrangements regarding practice, evaluation and updating.
Keep the plan alive
A crisis communication plan is not a document that you draw up once and then file away. People’s roles change, channels change and risks shift. You should therefore update the plan at least once a year and after every drill or actual crisis. An out-of-date plan provides a false sense of security and may fail at the worst possible moment.
Stappenplan
Set your goals
Set out what you want to achieve through crisis communication: informing people, prompting them to take action and maintaining trust. These objectives will guide all the decisions that follow.
Allocate roles and put together the crisis team
Who makes the decisions, who is the spokesperson, who writes the press releases and who monitors the media? Make a note of names, deputies and contact details.
Identify target audiences and channels
Who do you need to communicate with: those affected, local residents, staff, the press? For each target group, choose the channels that will actually reach them.
Create key messages and scenarios
Think about the crises you might face and draft a key message for each scenario. That way, you won’t have to start from scratch during an incident.
Write scripts
For each scenario, set out the steps you will take, the order in which they will be carried out, and who will do what. Keep them brief and practical, so that they can be put into practice under pressure.
Practise and assess
Test the plan with a practice exercise, see what works and what doesn’t, and update the plan. Repeat this regularly to ensure the plan remains up to date.
Veelgestelde vragen
How long should a crisis communication plan be?
As short as possible and as long as necessary. A plan that needs to be usable under pressure is better off being concise and practical rather than lengthy and comprehensive. Use clear, well-organised contingency plans.
How often should I update the plan?
At least once a year, and always after a drill or a real-life crisis. Also update it if roles, people or channels change. This ensures the plan remains reliable.
Do small organisations also need a crisis communication plan?
Yes. Even a small team can find itself facing a crisis. A simple plan setting out roles, target audiences and a few key messages can make a huge difference.
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Drawing up a crisis communication plan
What should a crisis communication plan include, and how do you draw one up?