When seconds count, preparation is the difference between chaos and clarity. Yet, fewer than half of U.S. organizations—only 49%—have a formal crisis communications plan. Meaning the rest are left to improvise when seconds matter most.
If an organization is facing a potential crisis, sitting back and hoping it stays out of the public eye is not an option. Proactive strategic planning is a must, even if that means developing a playbook that relies on a response-only strategy.
Now is the time for schools, corporations, and customer-facing businesses to review whether their plans are ready or missing altogether.
Here are five key steps you can take now to strengthen your crisis communications readiness.
1. Establish a clear chain of command.
In a crisis, a communications team cannot afford to lose precious minutes debating roles or direction. Multiple demands will hit at once: drafting media statements, fielding media inquiries, updating internal audiences, and briefing executives. A well-defined chain of command eliminates confusion by identifying:
- Who makes final decisions on messaging and strategy,
- Who communicates those decisions internally and externally, and
- Who ensures executive leadership is kept informed.
When everyone knows their role, the team can operate as a coordinated unit rather than scrambling in the heat of the moment.
2. Audit and update those contact lists.
In a fast-moving crisis, you don’t want to waste time tracking down phone numbers or email addresses. Having accurate contact information at your fingertips allows your team to act quickly and confidently. Make sure you regularly update and verify:
- Internal team members and department leads
- Local emergency services and law enforcement liaisons
- Media outlets and reporters who may need verified information quickly
Up-to-date contacts ensure you can reach the right people the moment it matters most.
3. Confirm who has access to communication channels.
In a crisis, speed and accuracy of messaging are critical. Identify in advance who controls your organization’s owned communication channels, and ensure they understand their role. Keep their contact information current so they can be reached immediately. Key channels include:
- Internal email systems – Often, only select individuals can send executive-level messages. Make sure they know when and how to activate these protocols.
- Social media accounts – Confirm who has login credentials and authority to post urgent updates.
- Mass notification/phone alert systems – In some organizations, communications teams may not operate these platforms directly. Clarify who does, and coordinate with them ahead of time.
Clarity on channel ownership ensures your team can deliver timely, coordinated messages without delays or bottlenecks.
4. Draft and pre-approve holding statements.
While every crisis has unique circumstances, pre-drafted “holding statements” can save valuable time. By developing templates for likely scenarios and securing advance approval through your internal process, you create a foundation that can be quickly adapted and re-approved when needed. This approach accelerates response time while ensuring leadership alignment.
Common scenarios to consider when drafting holding statements include:
- Cybersecurity breaches
- Employee misconduct or public criticism
- Acts of violence on company property
Having these frameworks ready means your team starts from a position of clarity, and not from scratch.
5. Run crisis drills and simulations.
Nothing prepares a team better than practice. Conducting mock crisis exercises builds muscle memory, reduces confusion, and ensures every team member understands their role. These simulations strengthen execution and also reveal gaps in your procedures before a real emergency puts them to the test.
Final thoughts
Crises don’t wait until you’re ready. Now is the time to review your crisis communications plan, identify any gaps, and make sure your team is prepared to act with clarity and confidence. If your organization doesn’t yet have a plan in place – or if it’s time to update your existing one – our team is here to help. Reach out to our team of experts here to draft comprehensive crisis strategies and guide you through the steps to ensure your organization is prepared when seconds matter most.
