• Unit 4: Designing a Crisis Communication Plan (CCP)

    There is no one-size-fits-all regarding crisis communication plans (CCP). This is true whether you are designing a CCP for a government agency, nonprofit organization, or private company. However, there are some key elements that each CCP is expected to include in the broad terms of pre-crisis, crisis, and post-crisis actions. When spelled out in the CCP, you want to address pre-crisis preparations, safety, notifications of key staff, listing the crisis communication team (CCT), their functions and contact information, situation assessments, developing key messages, media releases, and communication updates. There is always a need to address post-crisis actions, such as evaluating how the CCT performed and lessons learned before starting the cycle again to prepare for the next crisis. In this unit, you will learn about the basic components of the crisis communication plan and how to develop a CCP in a digital format. Regardless of the format, the CCP should be coordinated among all participating agencies and organizations. It should be tested or practiced to see what works and what does not so modifications can be made before you need to use it.

    Completing this unit should take you approximately 4 hours.

    • Upon successful completion of this unit, you will be able to:

      • describe the function of a crisis communication plan (CCP); and
      • explain how to design and test a CCP.

    • 4.1: What Information Does a CCP Contain?

      The length of the CCP depends on the type and size of the organization but should include information regarding the crisis management team - team members' names, titles, phone numbers, and responsibilities for helping execute the plan. Effective plans should also identify the spokesperson, have pre-developed key messages, and sample news releases. The plan should also document media training, other operational training, lessons learned, and best practices as appropriate.

      • Writing a Disaster Plan Page

        This video outlines clear steps and ideas for developing a disaster response plan. Though this video is focused on archivists, the principles can be modified for any organization or setting.

    • 4.2: Designing a Crisis Communication Plan

      • Crisis Communication Plan Page

        Read this section to learn what information to include when developing a CCP. This section includes a checklist for designing an effective crisis communication plan and reviews the characteristics of a crisis communication team. Answer the questions for exercises 2 and 5.

      • Crisis Communication Plan Discussion Forum
        Post replies: 1 Make forum posts: 1

        Outline the media plan you would need if your technology business office headquarters that housed 1,500 employees were damaged during a natural disaster such as a hurricane. What considerations would you need to have planned and coordinated in advance to have an alternate media center or location for media to gather while covering the news of the hurricane disaster damage to your office headquarters?

        Post your response in this discussion forum. Review and respond to at least one other student's posts.

      • Crisis Communication Plan Tips Page

        Read this guide, which provides some guidelines and tips for important parts of a crisis communication plan.

      • Creating a Crisis Communication Plan Forum
        Make forum posts: 1

        Use this hypothetical scenario to write a brief crisis communication plan description of approximately one to two pages that addresses four key elements.

        Scenario: You have recently been hired to be the public relations director for QAMB Inc., a new digital communications company with 300 employees, at the company's headquarters in Charles, NC. You report directly to the vice president of communications. The company creates smart information boards and routes laser high-speed digital signals. The company also has regional office locations in California, Florida, New York, and Oregon, with an additional 100 employees. The headquarters is located on the top five floors of a new high-rise office building in downtown Charles; a bank occupies the lower floors. Two of your largest partners, a major university and a motor speedway, are north of town. A large client, an international airport, is south of town. Your company has an alternate headquarters building located 3 miles away that is wired and furnished for emergency use.

        Your first assignment is to prepare a crisis communication plan and to share the plan with company employees, external partners, and agencies, including the bank and appropriate city officials. You have called a meeting with key officials in QAMB to discuss your outline and proposal. Attending the meeting are the following headquarters employees: chief executive officer, chief financial officer, vice president for operations, human resources director, company attorney, headquarters building manager, IT director, and your immediate boss. Two PR specialists from your office are also helping you with the meeting. Because your offices are located on the top floors, you must be prepared for a major fire that would require you to evacuate and relocate to an alternate site.

        Instructions: Using this subunit as a guide, write a one- to two-page communication plan description for the evacuation and relocation of QAMB headquarters. As you develop the plan, make sure to focus on answering the questions of who, what, and where. Your plan should include the following four key elements:

        1. Crisis communication team members with contact information
        2. Designated spokesperson
        3. Meeting place/location
        4. Media plan with procedures

    • 4.3: Testing a Crisis Communication Plan

      • Conducting an IR Tabletop Exercise Page

        See how tabletop exercises are used to test crisis communication plans. This video illustrates moving pieces of testing, reviewing scenarios, and knowing how to create an effective plan.