Crises can emerge in many ways—some strike unexpectedly, while others build gradually until they become unmanageable. The reality is that every organization will face a crisis at some point. The good news? You can assemble a team to effectively manage the situation and minimize its impact.
With over 25 years of experience helping organizations across sectors handle crises ranging from cyber-attacks to workplace accidents, we know what it takes to build a responsive and effective crisis communications team. The key lies in thorough preparation and a structured approach.
Step 1: Identify the type of crisis
Is your organization dealing with a cyber-attack? Facing workplace harassment incidents? Or did an off-color post go live on social media?
Each crisis is unique and demands a customized crisis management plan with a team that’s prepared to address its specific challenges. As you read on, you’ll learn how to assemble different strategies and teams tailored to various types of crises.
Crisis communication isn’t one-size-fits-all. Every situation requires a distinct approach—targeted messaging, specific audiences, and the right communication channels are essential to effectively manage each scenario.
Step 2: Building the Internal Crisis Team
An internal crisis communication team focuses on immediate, direct response within the organization to coordinate actions and messaging efficiently.
Establish Chain of Command
Setting up a clear chain of command is crucial to streamline decision-making and maintain effective communication during a crisis. This structure assigns roles and establishes hierarchies, ensuring everyone knows their responsibilities and reporting lines. Key questions to address include: Who communicates with stakeholders? Who is responsible for decision-making? Which channels will be used to manage the situation?
First, identify the team members directly involved in responding to the crisis, then create an organizational chart that outlines each person’s role and responsibilities. Defining this structure upfront prevents confusion and enables quick, coordinated action.
For example, in the case of a cybersecurity attack, specify who is on the front lines addressing the threat. If it’s a junior IT employee, determine who they report to—does the entire team need updates, or just the CTO? The CTO, in turn, should know precisely who to pass information to next.
The same applies to a social media incident: identify who will monitor online responses, manage alerts, and track engagement, along with their reporting structure. Establishing this chain of command ensures tasks are executed smoothly, allowing everyone to focus on their roles without unnecessary back-and-forth.
Roles and Responsibilities
In a crisis, it’s essential that everyone on your team understands their specific role and responsibilities. Define who is involved and outline their functions—whether it’s the CEO, marketing director, HR personnel, or other key players.
For additional support, we offer a free, downloadable PDF with a range of templates to help you assign roles and responsibilities effectively within your organization.
Whether it’s your spokesperson engaging with the media, your IT director handling cybersecurity threats, or your VP of Engineering addressing product issues, each person needs to know their role. Even team members not directly on the crisis communications team should be aware of basic protocols to support the company’s response efforts.
With clearly assigned roles, your team can operate efficiently, avoiding overlapping and ensuring that no critical tasks are missed when it matters most.
Response Action Plans
Due to the chaotic nature of a crisis and the pressing need to respond, important tasks can easily get overlooked. A solid response action plan is essential. Create a detailed checklist of everything that needs to be done, assigning each task to a specific team member with clear deadlines.
This plan isn’t just busywork; it’s your roadmap through the storm. By organizing tasks proactively, you ensure every angle is covered and nothing falls through the gaps, allowing the team to act decisively rather than reactively.
Step 3: Building the External Crisis Team
An external crisis communications team offers specialized expertise, such as PR, legal, and technical assistance to help the organization navigate complex challenges with precision.
A Trusted PR Firm
Engaging a PR firm that specializes in crisis management is invaluable. These experts serve as your ultimate crisis managers, guiding you through challenging times both during and after the crisis.
Helps You with Messaging and Telling YOUR Story
A skilled PR team knows how to shape a narrative, framing the situation to ensure your perspective is clearly and positively represented. They work with you to create key messages that resonate with your audience and align with your brand’s values.
Helps You Answer the Toughest Questions
When challenging questions arise, a PR firm equips you with the tools to respond confidently and strategically. They anticipate potential questions and help craft responses that are honest and thoughtful.
Puts You in the Right Spotlight
Crisis management isn’t only about controlling damage; it’s a chance to showcase your company’s strengths and commitment to resolution. A PR team will place you in the right spotlight, connecting you with the media outlets that amplify your message and underscore your dedication to moving forward.
Legal Counsel
Every word you release during a crisis is intensely scrutinized. Reliable legal counsel helps you navigate complex issues of liability and regulation, ensuring your statements are precise and avoid unintended admission or overpromises.
Before sending out a press release or speaking publicly, consult with your legal team. This proactive step can protect you from potential legal issues and alleviate added stress in a critical situation. Having accessible legal counsel is essential at preventing any missteps that could invite further scrutiny.
IT Firm (If It’s a Cyber Crisis)
The role of an IT firm largely depends on the structure and capabilities of your internal IT team. While your team may handle daily operations effectively, a full-scale cyber crisis calls for specialized expertise. A cybersecurity firm brings the exact support and protocols needed to navigate these complex situations.
They’ll swiftly identify the breach, resolve vulnerabilities, and restore systems. Additionally, they can translate technical details into clear, straightforward language—ensuring that all stakeholders are informed without the confusion of tech jargon.
Conclusion (Your FIRST Step)
A crisis PR firm like Solv Communications brings together all essential steps and resources to ensure an organized and effective response when challenges arise. From assembling and guiding your internal team to crafting precise messaging, we manage every detail to maintain clarity and control.
Through consistent and strategic communication, we work to restore full trust and confidence across all stakeholders, including legal counsels, IT experts, and local and federal regulators. Solv Communications is at the heart of this entire operation.
Don’t wait till you’re in crisis and in full panic mode. Contact Solv. Let’s TALK!
