Planning for a crisis
This is a hands-on topic during which you will complete a series of exercises to help you start to build a Crisis Management Plan for your business. Download the template available from the topic overview above and record your answers to the exercises in it. We find it is sometimes easier to work out of order as compared to the template as some sections are easier to start with and get you in the right frame of mind for the more difficult and thought-provoking sections so don’t worry if we jump around a bit.
Purpose
Define the purpose of your plan in your workbook.
Example
The purpose of a crisis management and communications plan is to establish a structured framework that guides our businesses response to unforseen circumstances and unexpected challenges. It aims to effectively address and mitigate the impact of crises by outlining strategies, roles, and communication approaches, ensuring a coordinated and empathetic response to protect the company’s reputation, stakeholders, and overall operations.
Plan incident response team
In this section of your plan, you will determine your first line of defence & greater response team
Experience holds a particularly vital role in the initial phase of the response. Leaders with a history of managing disasters can initiate a quicker and more efficient response compared to those lacking such experience. These experienced leaders understand how to structure operations, initiate relevant contacts, collaborate with external partners for operational support, effectively handle practical challenges, and anticipate the consequences of different decisions. Experience also plays a crucial role in establishing effective relationships with the media, the public, affected households, individuals, and fostering productive inter-organisational connections.
In essence, experience stands as the most invaluable asset during a crisis.
First line of defense
The first line of defence is made up of key individuals who are immediately responsible for addressing the crisis. Typically, for a small business, the first line of defense might involve a core team of around 3 to 5 key individuals who can take immediate action during a crisis. This might include the business owner or manager, a designated crisis response coordinator, an on-site employee or supervisor, and potentially a communication liaison or IT specialist if applicable to the crisis scenario.
The goal is to have a compact and agile team that can swiftly assess the situation, initiate initial response measures, and communicate effectively with relevant stakeholders. The size of the first line of defense should be determined by the nature of the business’s operations and the specific risks it may face.
This group may include:
- the owner/manager: the business owner or manager who has decision-making authority and can initiate response actions.
- designated team members: individuals who are part of a designated crisis response team, if established.
- employees on-site: staff members present during the crisis who can help implement immediate safety measures.
- first responders: if applicable, individuals trained in first aid, safety procedures, or emergency response.
- IT specialist: for technology-related crises, an IT expert who can address potential security breaches or technical issues.
- communication liaison: someone responsible for internal and external communication during the crisis.
- customer service representative: to handle inquiries and concerns from customers, clients, or stakeholders.
- facilities manager: for crises affecting the physical location, this person can assess damage and coordinate repairs.
- health and safety officer: if relevant, a person responsible for ensuring health and safety protocols are followed.
- legal advisor: if legal implications are involved, having legal counsel to provide immediate guidance.
- local authorities: depending on the nature of the crisis, contacting local emergency services or law enforcement may be necessary.
Again, the composition of the first line of defense in a small business’s crisis management plan will depend on the nature of the business, its size, industry, and potential crisis scenarios.
Greater response team
Next, continue in your workbook to list your greater response team.
This group may include:
- Customer Support
- Legal
- Partner Communications
- Social Media
- Customer Marketing
- People Ops and HR
- Product/Engineering
- Executives
- Security
Escalation framework
You will first build the escalation framework. To do so, make a list of the different types of crisis that could strike your business and the impact it will have on you, what are your greatest threats? Use the escalation framework in the crisis management plan template in the workbook to define the severity of each type of crisis.
If you don’t have all use-cases in mind don’t worry. Just start with what you have in mind right now . Revisit later and and add to it when you get more ideas.
Below you will see an example of an escalation framework filled out for a small accommodation business.
| Level | Description | Examples | Actions |
|---|---|---|---|
| Level 1 | Critical crisis | Fire outbreak
Structural damage |
Notify first line of defence and greater response team
Immediate evacuation of guests and staff Contact Emergency Services Notify staff and activate crisis communication Safety measures |
| Level 2 | Severe incident | Power outage
Water supply disruption Minor natural disaster |
Assess risk
Notify first line of defence and have greater response team on standby Contact authorities if needed Implement backup measures Inform guests |
| Level 3 | >Occupational disruption | Internet/phone outage
Heating/cooling system malfunction |
Evaluate impact
Inform relevant staff (first line of defence?) Initiate repairs/restoration Guest communication |
| Level 4 | Minor incident | Small plumbing issues
Keycard malfunction Wifi-problems |
Assign staff
Notify affected guests Resolve promptly Confirm resolution |
Roles and responsibilities
Fill out the roles and responsibilities of each department no matter the level of escalation in your template. Run through a few crisis scenarios in your head listing all of the required actions to keep people, property and business operations safe to ensure you don’t miss any critical steps.
We’ve included below an example list of roles and responsibilities for a small family-run tour operator.
| Level | Description |
|---|---|
| Owner/manager | Activate crisis management plan
Coordinate response effort Communicate with staff and stakeholders |
| Operations manager | Assess situation and determine immediate actions
Ensure safety of guests and staff Initiate evacuation if needed |
| Communication liaison | Manage internal and external communication
Keep stakeholders informed of developments Keep a log of all comms |
| Tour guides | Account for guests’ safety and well-being
Assist in evacuation if required |
| Customer service | Address customer enquiries and concerns – in person and online
Proactively provide information (email communication, social media and in person) |
| IT | Address technical issues
Assist in evacuation if required |
| Local authorities | Coordinate with emergency services if needed
Provide updates on local conditions |
Communication channels
Refer to your workbook to list the ways you will communicate crisis updates both externally (website, customer emails, social media, etc.) and internally (employee email, meeting rooms, etc.).
External
- Channel
- Channel
- Channel
Internal
- Channel
- Channel
- Channel
Do’s and don’ts (best practice during a crisis)
During these times, it can be stressful and easy to jump to a decision that could cause more harm than good. This section outlines the do’s and don’ts for best practice crisis management. The guidelines provide a strategic approach to maintain productive and empathetic communication, preventing actions that could exacerbate the situation.
Think about a about a significant crisis you experienced. Start to frame best practice by reflecting on what well and what didn’t? During these times, it can be stressful and easy to jump to a decision that could cause more harm than good. Outline the do’s and don’ts for crisis management. A few of our ideas are listed below.
Maintaining an effective response plan
This section underscores the significance of continuous improvement in crisis management. To help ensure your company’s crisis plan is effective and current, you need to take steps to keep the plan updated and periodically test your team’s ability to manage a crisis. This section outlines strategies to keep the plan updated, encompassing periodic testing, mock-crisis war rooms, and the development of training programs. By staying vigilant and adaptable, businesses can ensure their crisis management plan remains a robust. It is also vital to review your plan’s performance after each crisis — regardless of its scale — to refine and modify it as needed.