By definition, a crisis can be chaotic and overwhelming. Yet its lifecycle is predictable, typically unfolding over specific phases, each demanding a distinct approach. Knowing where you are in the lifecycle is a powerful tool and provides confidence that there is a method to the madness.
Here is an outline for the typical lifecycle of a crisis; understanding this will make crisis planning and management more sensible and allow you to be more effective in handling one.
- Pre-Crisis Phase
Awareness and Preparation:
Ideally, you will have the luxury to start here – before a crisis strikes. At this point, the Crisis Management Plan (CMP) emphasizes readiness through continuous monitoring of potential threats, risk assessments, and crisis management team training. It involves setting up communication channels, assigning roles and responsibilities to team members, and drafting digital and other content that anticipates a response – media statements, web pages, social media plans, etc.
- Initial Crisis Phase
Detection and Identification:
Activate the crisis management plan by gathering all relevant facts and understanding the gravity of the situation. Ensure the correct personnel is alerted, and that swift initial response are formulated based on pre-defined protocols.
- Response Phase
Communication and Containment:
Now, the CMP dictates a coordinated response. It aids in crafting and disseminating clear, accurate, and consistent messages to various stakeholders, including employees, customers, and the media, helping to contain the spread of misinformation and panic. It is also important to realize that sometimes it is best not to respond immediately if it appears the crisis will subside on its own. In other words, do not stoke the fire unnecessarily.
- Maintenance Phase
Management and Stabilization:
During the maintenance phase, the plan facilitates ongoing communication to manage the narrative and retain public trust. It involves regular updates, media briefings, and leveraging different communication channels to reach a broad audience and stabilize the situation.
- Resolution Phase
Resolution and Recovery:
Here, the CMP guides the organization toward resolving the crisis through actionable steps derived from the plan. It may involve liaising with external agencies, implementing corrective measures, and showcasing the organization’s proactive efforts at resolution.
- Post-Crisis Phase
Evaluation and Learning:
In the aftermath of a crisis, the CMP encourages a thorough analysis of the crisis management performance to understand what worked and what did not. It aids in learning from the incident to fine-tune future strategies and ensure better preparedness for potential crises.
Recovery and Rebuilding:
The final stage focuses on recovering and rebuilding the organization’s reputation. The CMP supports this through continuous engagement with stakeholders, addressing their concerns, and demonstrating a commitment to improvement through action plans and implementing changes.
By mapping the crisis management plan to each phase in the crisis’s lifecycle, an organization can ensure systematic and coordinated responses that manage the crisis effectively and safeguard the organization’s reputation and stakeholder relationships. This paves the way for resilience, learning, and growth, fortifying the organization for future adversities. Most importantly, it will help you stay calm during the crisis so you can operate effectively through the various phases of a crisis.
