My team has spent the last few months updating our organization’s crisis communication plan. It’s the kind of plan you hope you never have to use—but must prepare for anyway.
During this time, “the largest IT outage in history” happened when CrowdStrike, a software platform used by many, experienced an unfortunate upgrade that went wrong. I’ve read numerous articles about their response, and for the most part, they handled the crisis well.
Here’s my favorite crisis communications advice:
Determine what is a crisis and what is an “issue.”
A crisis hinders your organization’s ability to do business. An “issue” can be serious, but it should not be treated with the same level of urgency as a crisis. Clearly distinguishing between the two will help ensure an appropriate response.
Communicate often-even if there’s nothing new to share.
This step is often missed, but it’s critical. Silence fuels rumors and misinformation. Providing regular updates, even if just to confirm that you’re actively addressing the situation, helps maintain trust.
Assign responsibilities before the crisis.
Your plan should clearly outline roles and responsibilities so that staff members know what to do when a crisis arises. Advance preparation reduces confusion and improves response time. role is.
Prepare for technology crises.
Technology crises are on the rise, and it’s likely to impact your organization at some point. Assess what safeguards your organization has against data breaches, security vulnerabilities, or ransomware attacks. Discuss potential risks and mitigation strategies with your IT staff.
Outline alternate communication methods.
At my organization, email is our primary communication method. What if email was not available? How would we reach our staff or members? Identify and test alternative methods in advance.
Has it been a while since you reviewed your crisis communication response? Don’t wait – review it and update it regularly. Preparation builds confidence and credibility when the unexpected happens.
One Kansas Girl 