Crisis Communications, Crisis PR and Reputation Management - Summit's 6 Steps to Getting Ahead in a Crisis

It’s not unusual for organisations to struggle when facing a critical incident. Even if you have a crisis plan (and many don’t), it’s the ultimate test of leadership.

If you do have a crisis plan, read it thoroughly before a crisis hits — don’t leave it until zero hour!

During critical incidents, effective communication is essential, both internally and externally. Teams need mobilising, customers need supporting, and stakeholders need reassuring. This is where crisis communications, crisis PR, and reputation management play their part and should be an key component of any proactive or reactive strategy and planning.

So, where do you start? You must take time to plan either before or right at the beginning of your critical incident. Focus first on your crisis commuications strategy, which will, in turn, guide your plan. Time spent developing your crisis PR strategy and plan will deliver structure, consistency, and guidance for your team, your leaders, and your organisation, ultimately supporting you in the task of reputation management.

The key features of a good crisis comms plan should include:

1. What is the crisis? Gather information and identify any gaps.

2. Structure: Who’s in charge, who’s second-in-command, who has sign off?

3. Risks: Assess risks based on what you know, and check your risk register.

4. Objectives: What does success look like? Think big — these are objectives,  not a to-do list. 5. Audiences: Who is impacted and how badly? Who’s on the ‘must-know’ list?  Establish a hierarchy if needed.

6. Message principles: What’s known, what’s not known, what you’re doing, and  what you need others to do.

At Summit Communications, we have extensive experience in navigating crises, managing complex issues, and delivering high-value strategic communications for organisations of all shapes, sizes, and public profiles.

If you need help building a proactive crisis communications plan or you're experiencing a crisis PR moment and need urgent reputation management support to get through it or to recover — get in touch We’re here to help, whether you need expert advice or hands-on practical support.