As you've no doubt gathered from this course,
it's crucial for communicators to be prepared in an emergency.
While having a crisis communication plan matters,
the process of developing this plan is often more important than the plan itself.
You can create a plan for all hazards or tailor plans to specific emergency events.
Either way, having a plan will provide a framework to guide
communications strategies when time is limited like it is in a crisis.
Planning can help communicators define their role in an emergency,
coordinate work with other responders inside and outside their organization,
and be ready to take action as soon as an emergency occurs.
Crisis communication planning can help to identify
needs and resources including draft messages,
target audiences, partners and points of contact,
available communication channels, and potential spokespersons.
Although this isn't a complete list,
these are some items you should consider in your planning discussions.
Crisis communication plans should be realistic.
For example, if you as a communicator live in
an area that regularly experiences hurricanes,
it would certainly benefit your organization to
develop a plan for this specific type of emergency.
If, however, you're landlocked,
this may not be necessary.
Crisis communication plans should also account for worst case scenarios,
unexpected challenges, and a crisis may test your initial plan.
For instance, if a crisis causes
a power outage that disrupts traditional communication channels,
you'll need to identify other ways to disseminate messages.
A careful crisis communication plan will
anticipate some of the unanticipated possibilities.
Keep in mind though that the plan is meant to be a framework.
Plans may not anticipate every communication need that arises,
but they should address your more likely needs and issues.
Remember that you will be evaluating the response and engaging
the community throughout so you can adjust your activities accordingly.
Your plan is a resource something to reference
quickly for critical information in an emergency.
So, how do you create a crisis communication plan?
Begin with a scenario.
Plans may address all hazards or just those likely to affect your area.
You may have one plan or many depending on what your organization needs.
Note key considerations such as any existing knowledge, beliefs or resources.
As these things change,
you should update your plan accordingly.
Consider audiences.
Audiences can include community members,
health care providers, partners, and others.
Don't forget to consider audiences with special communication
needs such as translation into American sign language.
Again, you should update this information as it changes.
List your communication channels including traditional channels like radio,
TV, or print media,
and specialized channels like social media, or helplines.
Always think about how information will be disseminated.
The process for sending information through each channel and the reach of each channel.
Document organization and partner roles and responsibilities.
The plan should outline what role
your organization and your partners will play during an emergency.
Include draft messages.
Messages may be created in advance and then tailored to particular emergency.
You can also test these messages with community members.
This can save valuable time and ensure you include critical information.
Finally, plans will need to be flexible.
They should be able to adapt to meet the needs of
a specific crisis or a specific community.
But, a good plan will give you,
as a communicator, a strong foundation for communicating in an emergency.
Dabney P. Evans, PhD, MPHAssistant Professor
Julia Smith-EasleyLead, Risk Communication and Community Engagement
