5 signs your organization needs a crisis communication plan
By Amber Betts, Founder of Unveiled Creative Studio PLLC
Imagine something goes wrong at work. A situation unfolds that wasn’t in the plan — maybe it’s a sudden safety issue, a social media comment gone viral, or an unexpected leadership change. Your phone starts buzzing. Your team looks to you for direction.
Are you panicked? Or are you prepared?
Does your staff know what to do, what to say, or who should say it?
The truth is, most organizations don’t realize they need a crisis communication plan until they’re already in the middle of a crisis. But clarity — not panic — is what protects your people, your mission, and your reputation.
Here are five signs it’s time to create or update your crisis communication plan before you find yourself reacting instead of leading.
1. You don’t have a clear chain of communication
When things go wrong, confusion costs time — and time shapes perception. If no one knows who speaks for your organization or how information should flow, your response will be slow and scattered.
Quick fix:
Identify a small crisis team and define clear roles. Who drafts statements? Who approves them? Who communicates publicly? When everyone knows their responsibility, decisions are faster and calmer.
2. Your messaging is inconsistent across platforms
If your website, social media, and press statements all sound different, your audience may start to question your credibility. Consistency isn’t just about branding — it’s about trust.
Quick fix:
Create a simple message framework your entire team can use. It should define your tone, core values, and key messages so your organization speaks with one voice, no matter who’s communicating.
3. You’ve never practiced a “what if” scenario
A plan that lives only on paper won’t help when emotions run high. If your team hasn’t rehearsed what to do, they may freeze, overreact, or contradict one another when it matters most.
Quick fix:
Hold a short tabletop exercise once or twice a year. Choose a realistic scenario, walk through your communication steps, and note what needs improvement. Even one practice round can dramatically improve readiness.
4. Leadership isn’t aligned on messaging
When leaders send mixed messages — or worse, stay silent — your team and audience can sense the disconnect. Internal confusion always becomes external confusion.
Quick fix:
Schedule a one-hour alignment meeting before any public response. Confirm the tone, talking points, and who will serve as spokesperson. When leadership is unified, your organization’s confidence shines through.
5. You’re unsure how to handle media or public inquiries
When reporters, donors, or the public reach out, hesitation or oversharing can both do damage. Without guidance, even well-meaning responses can spiral quickly.
Quick fix:
Develop a short media protocol and designate one trained spokesperson. Prepare a few ready-to-use statements that reinforce your organization’s values and commitment to transparency.
Clarity before crisis
Preparation isn’t about expecting the worst — it’s about equipping your people to communicate clearly when things get messy.
The best time to create a crisis communication plan is before you need one. A few intentional steps now can protect your reputation, preserve trust, and empower your team to respond with calm confidence.
At Unveiled Creative Studio, we help mission-driven organizations develop communication strategies that build clarity before crisis.
📅 Ready to strengthen your plan?
Book a free 30-minute consultation to assess your organization’s communication readiness and uncover your next steps.
