According to the research, every organization experiences a crisis at least once throughout its tenure. It happens when it is least expected, and if you are not prepared in advance, it can cause huge damage to the reputation of your organization. This is the reason many organizations nowadays trust PR firms, as professionals are very well aware of how to handle the situation by preparing a crisis communication plan in advance.  

Because a crisis never comes without warning, it is always best to have a crisis communication plan in place ahead of time. 

Let us check out some of the key elements that must be included in a crisis communication plan to make it more effective.

• Comprehensive Plan

Every crisis communication plan must include detailed information that explains how your organization is going to behave during such a situation. It must include all the necessary information, including:

• Why this plan is required?
• Give details on the designated authority who may activate the plan in the aforementioned situations.
• Highlight the important measures to be taken to maintain internal and external communication. Include a list of the various tools that will be used during the process along with the name of the person who is in charge of carrying out these duties. 

• Team

A crisis communication team must be prepared in advance so that, at the time of any such situation, they are prepared with a plan of action. This is important to avoid any kind of confusion during the main day. The major role of this team is to collect all the important information from the market and create a key message that is to be distributed among the target audiences. The group must keep an eye on both the effectiveness of their strategy and how potential clients react. It is necessary to designate a spokesperson in advance who will speak to the media on the organization’s behalf. Before untrue information and rumors start to circulate among the general public, the spokesperson must speak to the media on time. 

• Key Messages

Prepare a key message on behalf of the organization, considering all the possible situations that can affect its reputation. The key message must include the answers to all the possible questions that the media and the general public may ask during such a situation. The organization may face a different type of crisis, and the message must be drafted considering all the possible situations. You must also take care while preparing the key message; you should not include any important or personal information like specific names that may cause legal issues for the organization in the future. 

• Internal Communication Procedure

The internal communication strategy for the crisis must be known in advance by the PR experts. Employees are an important asset to any organization. They are also the main face that handles various queries from customers. Keeping them informed about the situation is very important during crises. If they are not well informed, they may spread incorrect information to the general public, causing further harm to the organization’s reputation. So, employees must be aware of all the policies and be trained on how to talk with the media during such situations.