risis communication should be fully integrated into an organization’s business continuity process with a well-planned communication component throughout each level of response: planning/training, mitigation, response, and recovery, says Alaska Communications’ Heather Cavanaugh. But having a plan isn’t enough; organizations must rehearse it. “Get all members of your crisis response team together at least once per year to rehearse a mock scenario,” she explains. “Debrief after your exercise to identify what worked and what didn’t.”
Over-communication is often acceptable in a crisis. “It can be instinctual to want to wait until you have all the facts before saying anything, but you can’t operate this way in a crisis,” Cavanaugh says. “Share what you know when you know it.”
Monitor social media to hear what customers or the community are saying, Cavanaugh says. Respond as appropriate and show empathy. After the crisis subsides, convene an after-action review.
Bri Kelly of Thompson & Co. emphasizes that internal communication should be a high priority. “Employees are not just stakeholders; they are the ambassadors who will relay your message to the broader public, clients, and partners,” she says. “That means they must be informed first, ideally before public statements are issued.”
Culture affects how people receive information, Kelly says. In Alaska, with its rich Indigenous heritage, it’s vital to consider language preferences, communication norms, and whom to utilize as trusted messengers. “Best practices for crisis communication include partnering with local leaders and cultural liaisons, avoiding one-size-fits-all messages, and using plain language and even visuals when possible for accessibility,” she says. “Messages must be culturally authentic, acknowledging community values, historical context, and validating concerns.”
Kelly also recommends regular updates even if the message is “We’re still assessing, and we’ll share an update as soon as we have one.” She warns, “Silence or information gaps give way to anxiety and potential spread of misinformation.”
The public expects immediate information, so one of the fastest ways to reach people is through social media, according to Heidi Embley of Embley Communications. She advises, “Have active accounts on platforms that make sense for your organization and are foundational for your brand. Having a crisis communication plan that involves social media is a must in today’s world.”
Communications professionals must ensure their efforts are visible and understood by the public, says Alyeska Pipeline Service Co.’s Kate Dugan. “Your response can be going well, but if you don’t have a capable team to communicate about that effort, the response can still be seen as a failure,” she says.
Finally, Laurie Fagnani of MSI Communications cautions, “Never, ever lie to the media. You will lose credibility. Stick only to the approved messaging and facts that are available at the time of release.”