Written by Michael Szudarek

In the dynamic, ever-evolving world of corporate communications—where reputations can be shaped or shattered with a single event—a well-constructed crisis communications plan is non-negotiable. However, even the best organizations that invest significant resources into comprehensive planning can find their strategies falling short when an actual crisis occurs. To help avoid such vulnerabilities, I’ve identified the three most critical shortcomings that can compromise a crisis communications plan, along with some basic solutions to help ensure you are better equipped to respond effectively in the face of unexpected challenges.

1. Lack of Role Clarity and Chain of Command

The Shortcoming
One of the most common pitfalls in crisis communications planning is the lack of clearly defined roles and responsibilities. During a crisis, when time is of the essence, confusion about who is responsible for what can lead to delays, mixed messaging, and ultimately, a failure to manage the situation effectively. Without a well-established chain of command, the response can become chaotic, with key decisions being delayed, or worse, made by the wrong individuals.

The Solution
Ensure that your crisis communications plan includes a detailed chain of command, with specific roles assigned to each team member. This includes identifying a primary spokesperson, backup spokespersons, and individuals responsible for monitoring social media, drafting statements, and coordinating with legal counsel. Conduct regular crisis simulations to test the effectiveness of these roles and adjust as needed. And, have backups (this is really important). Clear role definitions and regular training will enable your team to act decisively in a crisis.

2. Failure to Update and Customize the Plan

The Shortcoming
Another significant shortcoming is the tendency to treat the crisis communications plan as a static document. Organizations often create a plan, file it away, and fail to update it as the company evolves. As a result, when a crisis occurs, the plan may no longer be relevant to the current organizational structure, communication channels, or external environment.

The Solution
A crisis communications plan should be a living document that evolves alongside your organization. Regularly review and update the plan to reflect changes in your company’s structure, personnel, products, and services. Additionally, tailor your plan to address the specific types of crises your organization is most likely to face.

Customization ensures that your plan is not only current but also relevant and effective in addressing the unique risks your organization faces. Almost every other area of crisis planning has regular training and review (think fire, active shooter, severe weather, etc.). Make sure you are doing the same with communications planning.

3. Inadequate Focus on Digital and Social Media

The Shortcoming
We all know that the speed at which information spreads online can turn a minor issue into a full-blown crisis within minutes. Unfortunately, many crisis communication plans still underestimate the power of digital and social media. This oversight can lead to a delayed response, allowing the narrative to spiral out of control and causing irreversible damage to the organization’s reputation. Worse, many plans tend to silo responsibilities and create gaps and delays in response.

The Solution
Integrate digital and social media strategies into every aspect of your crisis communications plan. This includes monitoring online conversations in real-time, preparing pre-approved responses for various scenarios, and having a dedicated social media team ready to act (and empower them to formulate crisis planning that is specific on your online domains). Use social media not only as a tool for rapid response but also as a platform for proactive engagement, correcting misinformation, and maintaining transparency. Additionally, consider leveraging influencers or trusted voices in your industry to help amplify your message and regain control of the narrative.

While no crisis communications plan is foolproof, addressing these three common shortcomings can significantly enhance your organization’s ability to respond effectively when a crisis occurs. By establishing clear roles and responsibilities, keeping your plan updated and customized, and prioritizing digital and social media, you can turn potential disasters into opportunities. Or, at the very least, mitigate the damage they can inflict.