Understanding crisis communications
No organization plans for a crisis, but every organization will face one eventually.
Crisis communications are the set of strategies and actions that help organizations respond when something unexpected puts their reputation or credibility at risk. Whether it’s a data breach, a product recall, a natural disaster, or a public misstep, how you support your employees in those moments matters. Strong crisis communications helps manage uncertainty, reduce harm, and maintain trust with the people who matter most. And in a digital world where the spread of information (and misinformation), spreads instantly, being prepared isn’t optional, it’s essential.
Crises rarely come with a warning, and how an organization responds in those first moments can shape how it’s perceived long after the situation has passed. When organizations prepare for different scenarios and put employees at the center of their response, they’re better equipped to navigate uncertainty together and emerge stronger as a team.
Crisis communications involve not just the external message but also internal coordination. Employees must be informed and guided on how to represent the company during a crisis. By delivering timely, transparent, and empathetic messages, internal communicators can limit misinformation and maintain trust at a moment when it’s most fragile. They also act as a bridge between leadership and employees, ensuring leaders communicate clearly while elevating employee questions and concerns so the organization can respond more effectively. Understanding these principles is the foundation upon which a sturdy crisis communications plan is built.
Key components of an effective crisis communications plan
At the heart of any effective crisis communications plan is a well-prepared crisis response team. Bringing together key representatives from across the organization—such as internal and external communications, legal, HR, IT, and customer service—ensures that no aspect of a crisis is handled in isolation. This cross-functional team is responsible for aligning facts, guiding decisions, and coordinating messaging so employees and stakeholders receive timely and accurate information. When roles and responsibilities are clearly defined in advance, the organization can respond more quickly when it matters most.
Another essential component is the identification of potential risks and vulnerabilities. By conducting a thorough risk assessment, organizations can anticipate possible crises and develop strategies to mitigate them. This proactive approach allows for quicker and more efficient handling of issues as they arise.
Clear communication protocols are also vital. These protocols outline the steps for disseminating information, both internally and externally. They include guidelines for crafting messages, determining the appropriate channels for communication, and ensuring consistency in the messaging. Additionally, the plan should incorporate procedures for monitoring and responding to feedback and inquiries from the public and the media.
When a crisis hits, your message matters most.
Best practices for preparing, managing, and measuring internal crisis communications.
Sample templates for crisis communications plans
To streamline the crisis communication process, it’s helpful to have pre-approved templates that can be quickly adapted to various scenarios. These templates should include initial statements, press releases, social media posts, and internal communications. By having these templates ready, the crisis management team can focus on responding to the crisis rather than drafting messages from scratch.
As your team considers each crisis situation, it’s important to consider the questions your people may ask in the immediate aftermath and as the crisis evolves. Most questions will fall within these five categories:
- Context regarding the crisis (e.g., How did this happen?);
- An outline of the incident (e.g., Who was involved and impacted?);
- How your organization is responding;
- The immediate and potential impact of the crisis;
- And risk management (e.g., What you’re doing now, and what you may do to prevent the situation from escalating, or to avoid similar circumstances, if applicable).
You can include key questions and answers like these within your message templates, and your team can edit the template to provide appropriate answers during a crisis.
One example of a template is an initial statement that can be used to acknowledge a crisis and provide basic information. This statement should be brief and factual, addressing the key concerns of stakeholders and outlining the steps the organization is taking to address the situation.
Here’s a sample template:
“At [Organization], we take the safety and well-being of our stakeholders very seriously. We are aware of the recent [incident] and are actively working to address the situation. Our team is committed to providing timely and accurate updates as more information becomes available. Thank you for your patience and understanding.”
Another useful template is a press release that provides more detailed information about the crisis and the organization’s response. This template should include a headline, subheadline, and body text that outlines the key details of the situation.
Here’s a sample template:
“FOR IMMEDIATE RELEASE
[Organization] Responds to [Incident]
[City, State] – [Date] – [Organization] is taking immediate action in response to the recent [incident]. The safety and well-being of our stakeholders is our top priority, and we are working closely with [relevant authorities] to address the situation. We will continue to provide updates as more information becomes available.”
Example 1: Managing a product recall
A retail company faced a significant challenge when it discovered that one of its flagship products had a defect that posed potential safety risks to consumers. The company’s crisis communications plan was activated immediately, and the crisis response team met to assess the situation and formulate a strategy. The first step was to issue a public statement acknowledging the issue and outlining the measures being taken to address it.
Transparency was central to the approach. The company provided detailed information about the nature of the defect, the steps consumers should take, and the process for returning the product. This openness helped to maintain trust and demonstrated the company’s commitment to consumer safety. Additionally, the company leveraged multiple communication channels, including social media, email, and its website, to ensure broad reach and timely updates.
The company also engaged proactively with the media, offering interviews and press releases to keep the public informed. By controlling the narrative and providing consistent updates, the company was able to manage the crisis effectively. The prompt and transparent communication helped to mitigate the fallout, and the company’s reputation was largely preserved due to its swift and responsible actions.
Example 2: Response to a data breach
When a telecommunications company experienced a data breach that compromised sensitive customer information, it faced the daunting task of regaining trust and managing the crisis. The company’s crisis communications plan included a detailed protocol for handling cybersecurity incidents, which facilitated a swift and organized response.
Using coordinated messages on multiple channels, the company informed its customers about the breach, providing clear instructions on how to protect their information and what steps the company was taking to prevent future instances. Commitment to security and transparency was emphasized to help maintain customer confidence.
Throughout the crisis, the internal communications team played a critical role in supporting the organization and its employees. They ensured employees were informed of the breach early and provided managers and customer-facing employees with talking points and FAQs so they could confidently address questions and concerns.
In addition to direct communication with affected customers, the company utilized its social media platforms to address the broader public and media inquiries. The company’s consistent messaging across all channels helped to reassure stakeholders that the situation was under control. Furthermore, they offered free credit monitoring services to impacted customers, demonstrating their dedication to resolving the issue and supporting those affected.
Example 3: Response to social media backlash
Social media can be a powerful tool for connection, but when a message misses the mark, it can quickly become a source of backlash. A clothing retailer learned this firsthand when a controversial advertisement sparked widespread criticism online. The company responded quickly, acknowledging consumer concerns and issuing a sincere, empathetic apology for any offense caused. Just as importantly, it committed to reviewing its advertising practices to help prevent similar missteps in the future.
As the situation unfolded, the internal communications team played a critical role in aligning employees and supporting the external response. They ensured employees understood what had happened, how the company was addressing the issue, and what to say—or not say—if questions arose. Clear guidance and talking points helped prevent misinformation and empowered customer-facing teams to respond with confidence and consistency.
While the company did engage directly with critics on social media, it did so thoughtfully and with restraint. Not every comment required a response, and internal communicators helped set guardrails around tone, timing, and escalation. Exercising caution, avoiding defensive language, knowing when to take conversations offline, and recognizing when silence is more effective than engagement, was key to de-escalating the situation. This balanced, transparent approach allowed the organization to listen, learn, and ultimately navigate the backlash while preserving trust with both employees and the public.
Best practices for developing your crisis communications plan
Building an effective crisis communications plan starts with thoughtful preparation. Taking time to assess potential risks and vulnerabilities helps organizations anticipate what could go wrong and plan accordingly before emotions are high and time is limited. This proactive approach allows teams to respond with clarity and confidence, rather than scrambling in the moment.
Equally important is putting the right crisis response team in place. Training, tabletop exercises, and regular simulations help the team build muscle memory, so when a real situation occurs, roles are clear, decisions are faster, and communication feels coordinated instead of reactive.
Clear communication protocols are vital for managing the dissemination of information. These protocols should include guidelines for writing messages, determining the appropriate channels for communication, and ensuring consistency in the messaging. Additionally, monitoring and responding to feedback and inquiries from the public and the media is crucial for maintaining control over the narrative.
Preparing for the unexpected
Crises are inevitable, but being unprepared doesn’t have to be. When organizations communicate with empathy and intention, especially with their employees, they build trust that lasts beyond the moment itself. A strong crisis communications approach isn’t about having all the answers right away; it’s about showing up, staying grounded, and guiding people through uncertainty together.
Get industry benchmarks from over 4 billion
internal emails sent worldwide!
Discover email trends and analysis with PoliteMail's
Internal Email Benchmark Report.
