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icture this: A crisis hits your company, and it hits hard. You’re scrambling to build a response, and when you finally do, it doesn’t land right with your audience. This scenario impacts companies across the world every day — because crises are unpredictable, fast-moving, and emotionally charged.
That’s why your crisis communication plan is one of the most important documents your brand owns, ensuring your organization is built to adapt at its core. In today’s climate of constant uncertainty, your crisis plan needs to be flexible and well thought-out to respond to whatever challenge comes your way.
Today’s crisis playbook looks different than those that traditionally guided responses. While crises can spread faster and wider than ever, with the constant, often overwhelming, news cycle, they can also die down faster than before. And with the acceleration of AI, cameras everywhere, facial recognition and other technological advances, the source of a crisis may be one not covered in your historical scenario planning.
To make sure your crisis preparation plan isn’t simply collecting dust and is built for today’s communications environment, consider the following steps:
- Audit your existing crisis preparations: Take stock of what systems and documents you already have in place to identify gaps in messaging, unclear responsibilities, or outdated workflows. Is your crisis plan up to date with the latest technological risks and AI advancements? That’s a critical piece of the puzzle.
- Prioritize agility in your updated plan: Rigid plans often fall apart in real-world scenarios. Designing your crisis strategy to be flexible through multichannel preparation allows for rapid decision-making and quick pivots as situations inevitably evolve.
- Establish thorough monitoring protocols: Real-time monitoring is key in ever-changing crisis scenarios. Implementing systems – through social media tracking, for example – allows you to track the early warning signs and get ahead of a crisis before it explodes.
- Train your leaders, spokespeople, and employees: Developing a strong crisis communication plan is important, but your responses will fall flat if your spokespeople aren’t prepared. Invest in regular training, simulations, and media coaching to ensure your team is confident and prepared.
- Review and update your crisis plan regularly: Since crises and the business landscape are always evolving, your crisis plan needs to follow suit. Set a recurring schedule to review your plan, incorporate lessons from past incidents, and adapt to new risks in your industry.
Supporting your crisis plan with brand strength is the final piece of the puzzle. Your crisis response carries more credibility when your brand has developed a strong reputation, clear voice, and well-established values. This consistent brand identity increases the likelihood that your stakeholders not only trust your intentions but accept your message in times of crisis – so you can emerge from it stronger, and with strengthened relationships.
Now is the time to get your crisis plan together, and Full Tilt is here to help. Let’s chat: Contact Us – Full Tilt Consulting
