Crises can be categorised into many forms – unexpected and immediate incidents, slow-burning issues, and reputational threats. No matter the type, it can strike any organisation at any time. While each crisis differs, one thing that remains constant is the need for a strategic and prepared response from the organisation. 

It is then vital for organisations to be prepared for these potential crises, intervening effectively to control and minimise reputational damage. 

One essential step is to establish a crisis communication committee. With the right team in place, your organisation can proactively develop protocols, create tailored communications and messaging, and identify potential risks before they escalate into a full-blown crisis. 

A well-prepared crisis communication team can convene quickly when a crisis hits and respond with clarity and confidence. 

Even with an unexpected crisis, where the team may not be able to prevent it, a crisis communication team will ensure that responses are informed, proactive, and sincere, rather than reactive and scattered. 

Who should the crisis communication team consist of? 

This is not a one-size-fits-all solution, but as a strong starting point, you can consider – 

• Chief Executive Officer (or the most senior executive)
• Spokesperson (if this is not the CEO) 
• Legal counsel 
• Head of Communications or Public Relations
• Risk management or occupational health and safety professional

The goal is to bring together people from various departments together with various authorities and expertise, to guide the organisation through high-pressure situations, like a crisis. 

We need to encourage crisis communication to be an integral part of an organisation’s management, and not treated as an afterthought. A prepared and coordinated response team can significantly reduce uncertainty, maintain stakeholder trust, and protect your brand.

To further equip your crisis communication team with more skills and knowledge, consider providing media training. This helps team members to learn how to manage interviews, press briefings, and public statements with confidence and composure. 

To find out more about crisis management, tune into our upcoming webinar on 24 July, 11 am (AEST). Click here to sign up, and we hope to see you there.