In the heat of a crisis, companies often scramble to get their messaging right. They work to craft the perfect response, refine talking points, and manage media inquiries. But one critical component that can determine whether a crisis response succeeds or fails is often overlooked: stakeholder mapping. Stakeholder mapping is the strategic process of identifying, analyzing, and prioritizing the individuals and groups that can impact or be impacted by a crisis. Without a clear understanding of who these stakeholders are, how they think, and what they need to hear, even the most carefully crafted crisis response can fall flat. 

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.

In crisis communications, leaders must act swiftly despite incomplete information. The 80/20 rule helps prioritize critical facts, while proactive messaging prevents misinformation. Scenario planning ensures agility, and outside expertise provides objective insights. Avoiding the “resulting” trap and taking decisive action protect reputation and trust.

As businesses navigate an increasingly complex digital and social landscape, corporate communicators face mounting challenges that can jeopardize reputations overnight. Heading into 2025, companies must prepare for key threats that demand swift, strategic, and transparent responses. Here are the top three threats and actionable strategies to mitigate their impact.

Crisis management in the restaurant and hotel industry—from social media issues to larger challenges—requires a solid plan and fast action. Michael Odom, Senior Vice President at Marx Layne & Co., outlines key steps to build a crisis strategy that safeguards your reputation, retains customers, and strengthens resilience.