Crisis communication principles: 4 benefits of having a solid plan

by | Mar 8, 2021 | Analysis, Public Relations

The plan that companies create to ensure that they have effective and efficient communication during a PR crisis is essential, which is what crisis communication entails. This plan is crucial in ensuring that a company remains functional even when going through a crisis. It has the added benefit that it can boost brand awareness while also reducing the impact of the crisis and speeding up the company’s response to the crisis.

Most of the time, it’s not easy to anticipate a crisis, which is why companies should be prepared with different crisis scenarios beforehand, to know which information is going to be communicated, to whom, where, and how all of that information will be delivered.

By continuously training an internal crisis PR and communication team, companies can be better prepared for dealing with a crisis. And creating a crisis communications plan comes with various benefits for companies when they finally have to deal with one.


One of the biggest benefits of having a crisis communications plan is that companies and everyone involved in the crisis are going to be more aware of everything that’s happening. When businesses take time to think about all of the different possible risks that they could face, the employees will, in turn, be more aware and pay more attention to things that could lead to a crisis.


Most of the time, there isn’t really a way to completely prevent a crisis. However, by having a crisis communication plan in place, companies can significantly reduce the impact. With a crisis communications plan, businesses can realize all of the potential vulnerabilities that they already have and then work on strengthening them before any potential issue arises.


Instead of waiting around for a crisis to strike and then scrambling to figure out what to do and how to respond, therefore, slowing down the time for a proper response, creating a crisis communications plan beforehand means that the company will know what to do as soon as a crisis happens.


For businesses to be truly prepared for a crisis, they must have a crisis communications plan. That way, the company can be strictly focused on its mission statement and move forward more easily, instead of letting all of the negativity that’s surrounding the entire situation develop any further and drag the company down.

With a crisis communications plan and team in place, a business will have a much easier time navigating a public or a private crisis. They are more likely to come out on the other side relatively unharmed and with its reputation in one piece.

This article was originally published on February 21, 2021 and republished on March 8, 2021.

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Ronn Torossian
Ronn Torossian is the Founder and CEO of 5W Public Relations: 5WPR is one of the 20 largest PR Firms in the United States.


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