From Disaster to Trust: The Power of a Crisis Communication Plan

By Donna Moenning, Senior Account Director

Nothing can accelerate a crisis faster than communication mishaps. Either a company didn’t speak up in a timely manner or what they had to say missed the mark – lacking empathy, action steps or worse, placing blame on others. Once a crisis hits, effective communication becomes paramount. A poorly handled message can exacerbate the situation, but a well-crafted message can reassure stakeholders and reinforce trust.

Once you’ve identified the potential crises your organization could face and built a message framework, the next step is to create a crisis message.

The five components of a strong crisis message include:

1. Acknowledgement: Address the crisis head-on and let people know you’re aware of the issue. A delayed response can lead to speculation, with rumors spreading quickly on social channels and in the media.
2. Concern & Empathy: Express authentic concern for those impacted, threatened or worried. Lead with people, not processes.
3. Action: Outline the immediate actions you’re taking to resolve the crisis.
4. Context & Clarity: Provide relevant context to help stakeholders understand the situation and what’s being done. This is also an area where misinformation can be addressed.
5. Commitment & Follow-up: Reinforce your commitment to resolving the issue and providing updates as new information becomes available. Provide direction on where additional information can be found.

Words are powerful and meaningful.

Within Look East’s Crisis READY Framework, we recommend using a matrix to identify which crises pose the greatest threat and prioritize them accordingly.

Learn about Look East’s READY Framework in the playbook Five Essentials for Crisis Communication Readiness. The playbook includes:

• 5 Crisis-Readiness Essentials
• Risk Assessment Matrix
• Message Development & Frameworks
• Crisis Preparedness Checklist

Download the playbook.

This process allows you to prepare specific action steps and messages for each potential scenario, making your response more precise and effective. It’s an exercise that lays a strong foundation to ensure messages are not drafted in the heat of the moment.

Confidence is Key: Is Your Spokesperson Ready?

Drafting key messages for priority scenarios also enables you to media train your key spokesperson to effectively engage with reporters, customers, employees and other important stakeholders. Your spokesperson – and we recommend only one key spokesperson for consistency and clarity – should be equipped with the skills to speak clearly and confidently, even when emotions are running high. Media training will help them stay calm and deliver the key messages needed to maintain trust. Confidence is key, and the more prepared your spokesperson is, the better they will perform under pressure.

Crisis communication isn’t a box to check – it’s a leadership imperative. Whether you’re in food and agriculture or another high-stakes industry, the best time to prepare is always now.

We’re here to help. Reach out and we’ll get the conversation started.