When most organizations develop crisis communications plans, the focus is often on logistics — establishing response protocols, crafting key messages, and designating spokespeople. While these elements are essential, one crucial factor is often overlooked: the human element. Crises are inherently high-stress situations that can evoke unpredictable emotional responses. Leaders may become defensive, employees may unintentionally spread misinformation, and stakeholders may react unpredictably. These human reactions can derail the most disciplined crisis response.
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