Why Crisis Communication Planning Matters Now

If you lead a mission-driven organization, you know your reputation is one of your most valuable assets. But what happens when something goes wrong-a data breach, a partner’s misstep, or a rumor that spreads quickly on social media? These situations can not only threaten your brand, but they can also undermine the trust you’ve worked hard to build.

Crises today move faster and hit harder than ever. Social media spreads news and misinformation across multiple platforms almost instantly. Technology introduces new risks, from cybersecurity threats to AI-powered misinformation and deepfakes. Stakeholders- your donors, customers, employees, and partners- expect honest, immediate answers. And regulators are watching every move.

So, what does it take to be ready?

Five Steps to Building a Strong Crisis Communication Plan

1. Look Beyond Your Own Four Walls

You can’t predict every crisis, but you can prepare for more than you think. Kellie Kennedy, Executive Vice President of Strategic Earned Marketing at The Harbinger Group, explains, “One way to prepare for crises that might not have happened to your organization yet is to look at your competitors, others in the industry, and see what type of crisis situations they have encountered and then include those in your plan.”

She continues, “Leverage AI- Ask AI what possible crises could we encounter and see what they say. But the key is you pull that information and then you prepare for it.”

In other words, don’t just plan for what’s happened before-plan for what could happen, even if it hasn’t yet.

2. Build Your Team and Process Before You Need Them

A crisis is not the time to wonder who’s in charge or what to say. Assign clear roles and responsibilities now. Make sure everyone knows who will speak to the media, who will handle social, and who will keep your board and partners in the loop.

Kennedy adds, “Make sure that your messaging is clear and concise and transparent … because that will eventually make everything so much smoother and it will make the situation and the rebuilding of trust a lot easier.”

3. Monitor What’s Being Said-Everywhere

You can’t respond to what you don’t see coming. Real-time monitoring of news and social media is essential. This isn’t just about catching negative headlines-it’s about spotting small issues before they become big problems.

As we’ve seen with many of our clients, monitoring multiple digital platforms simultaneously is critical in today’s social media world, where false narratives can spread at unprecedented speeds.

4. Communicate Quickly, Honestly, and with Empathy

Speed matters, but so does accuracy. If you wait too long or come across as evasive, you risk losing trust. Sometimes, you won’t have all the answers right away. Kennedy advises, “Apologize if it’s something that you do need to apologize for, acknowledge that you have the situation under control and that you’re taking steps to correct it or to rectify what’s happened …”

People understand that things happen. What they won’t forgive is silence or spin.

5. Practice Makes Perfect

Don’t let your crisis plan gather dust. Run drills. Test your process. See where things break down and fix them before a real crisis hits.

“Having that crisis communications plan prepared well in advance and practicing it makes all the difference when the real moment comes,” Kennedy emphasizes.

How We’re Preparing: Lessons from First Command’s Crisis Preparation

At The Harbinger Group, we know the crisis landscape has changed dramatically. Through our work with clients like First Command, we’ve gained a deep understanding of the specific challenges organizations face today-and we’re actively preparing to meet them head-on.

What we’re preparing for:

Technology-driven threats: Data breaches and privacy violations can instantly erode trust. Remote work and increased reliance on technology create more points of vulnerability. Cybersecurity is no longer just an IT issue; it’s a board-level concern. On top of that, AI-powered misinformation, deepfakes, and synthetic media make it harder than ever to verify facts. Local incidents can quickly escalate into global crises due to our interconnected world.
Digital transformation of crisis communication: Social media has revolutionized how information spreads during a crisis. False narratives can proliferate at unprecedented speeds across multiple platforms simultaneously. This means organizations must monitor and respond in real time across a broad digital landscape.
Psychological and social media dynamics: Algorithms amplify emotional and divisive content, while reduced attention spans and increased polarization make clear, neutral communication more difficult. Organizations face immediate public scrutiny and pressure to respond quickly.
Regulatory scrutiny: Heightened oversight from regulators like the SEC and FINRA means every communication is subject to compliance review. This limits the ability to respond spontaneously and adds complexity to crisis messaging.
Stakeholder expectations: Customers, employees, media, and partners demand immediate, transparent, and authentic communication. Ethical stances and corporate social responsibility are no longer optional-they are central to how organizations manage crises.
Strategic partnership vulnerabilities: A partner’s crisis can directly affect an organization’s reputation. Companies must be ready to quickly distance themselves when necessary and communicate those decisions transparently.

How we’re preparing:

We are building our capabilities around real-time social listening and monitoring across multiple digital platforms simultaneously. This allows us to detect emerging issues early and respond before they escalate.
We are investing in understanding the evolving threat landscape, including the latest cybersecurity challenges and the rise of AI-driven misinformation, to help clients anticipate and address these risks.
We emphasize speed and transparency in communications while ensuring accuracy and compliance with regulatory requirements. Our crisis plans include clear roles and protocols that balance rapid response with careful messaging.
We also focus on the psychological and social media dynamics that influence how messages are received, crafting communications that cut through noise and resonate authentically with diverse stakeholders.
Finally, we prepare to support clients in managing partnership risks by developing strategies for transparent, decisive communication around partner-related crises.

By continuously educating ourselves on these factors and integrating them into our crisis communication strategies, The Harbinger Group is ready to help mission-driven organizations like First Command navigate today’s complex crisis environment with confidence and clarity.

Key Takeaways

Crises are unpredictable, but preparation is possible.
Speed, honesty, and empathy are non-negotiable.
Your plan is only as good as your last practice run.
Stakeholders expect you to live your values, especially under pressure.
Monitoring multiple digital platforms in real time is essential.
Regulatory compliance must be integrated into every communication.

If you’re ready to strengthen your crisis communication plan-or if you want to know where your current plan stands-let’s talk. The Harbinger Group partners with mission-driven organizations to build strategies that address today’s challenges.

TAGGED: Crisis Communication, digital marketing, earned media, Executive Visibility, marketing strategy