Navigating a Crisis Without a Plan: Top 3 Dos and Don'ts

Building on the theme of my last post, "Why Crisis Communications Planning is Critical," I want to explore what to do if crisis strikes in absence of a formal plan. Luckily, the steps you take at the outset of a crisis can still mitigate damage, manage the narrative, and improve potential outcomes:

Do: Establish a Core Crisis Team Immediately
As soon as a situation arises that might impact your operations, finances, legal standing, or reputation, you should swiftly assemble a key group of decision-makers. This team could include leaders from operations, legal, HR, and communications. The objective of this team is to centralize decision-making and ensure uniform messaging and actions throughout the company.

Don't: Rush to Respond Without Information
The lack of a predefined plan may create an urge to respond immediately. However, reacting without a full understanding of the situation can lead to misinformation and additional risk. Take time to gather and verify all relevant facts and assess potential outcomes before you go public with any statements.

Do: Communicate Openly and Transparently (as possible)
Work closely with your legal team or in-house counsel to ascertain what information can be responsibly shared. Keeping stakeholders informed about what you know, what remains uncertain, and the actions you are taking is crucial. While it's important not to disclose everything, showing transparency where feasible helps build trust and redirects attention from the crisis itself to your proactive response efforts.

Don't: Overlook External Expertise
Without a crisis plan in place, covering all aspects internally can be daunting, especially for smaller companies with limited experienced leadership. Do not hesitate to consult external experts who can provide strategic insights and assist in navigating complex issues. For instance, an independent HR auditor can offer critical perspectives during a crisis involving hiring practices.

Do: Document Everything
Begin documenting immediately at the onset of the crisis. Maintain detailed records of the crisis's nature, how it’s being managed, and all communications issued. This documentation will be vital for post-crisis analysis and for defending the company’s actions if challenged.

Don't: Ignore Internal Communication
While managing external pressures and stakeholder concerns, it’s crucial not to overlook internal communications. Employees are key allies during and after a crisis. Keeping them regularly updated ensures they understand the situation and can participate effectively in managing it. This alignment is critical for maintaining operational stability and morale.