You don’t need a crystal ball to know that trouble is coming—it always does. Maybe it’s an unexpected lawsuit, a rogue employee acting up on social media, or an operational meltdown that leaves clients demanding answers.
Whatever the case, one thing’s for sure: when a crisis hits, the clock starts ticking. The way your organization responds can mean the difference between a headline that earns public confidence and one that tanks your brand overnight.
Need proof? Just look at Austin businesses during Winter Storm Uri. Some stepped up, communicated clearly, and kept their customers informed. Others? They fumbled, went silent, or made excuses. And their reputation took a hit that lasted far longer than the storm itself.
That goes to show that when it comes to a well-crafted crisis communication plan, Austin, Texas businesses need it to survive. So in this guide, we’re breaking down exactly how to create one before you need it with tips from former journalists who used to cover said crises. In that moment, the worst thing you can do is stay silent.
The Ultimate Crisis Communication Playbook: Your 7-Step Survival Guide When Everything Goes Sideways
A crisis communication plan is an important part of your overall public relations (PR) strategy. It’s like an emergency exit strategy for your brand—except instead of fire drills, it prepares your organization to handle PR nightmares before they spiral out of control.
It’s a strategic roadmap that makes sure your clients, employees, and the media get clear, accurate information when a crisis hits. Without one, you can expect misinformation, panic, and a fast-track ticket to losing public confidence and your hard-earned reputation.
A good crisis communication plan isn’t just a PDF you leave collecting dust in some forgotten folder. It’s a living, breathing strategy that every director and team member should know inside and out. Because if you don’t tell your story, someone else will. And trust us, you won’t like their version.
So how do you build a rock-solid plan that lets you plan in advance? We’re giving you seven steps.
1. Get Your Crisis Dream Team Together
If a crisis hits and your team looks around the room like, “Uh…who’s handling this?”, you’re already in trouble. You need first responders for your brand, a crisis management team that knows exactly what to do to save your organization’s reputation when things go south.
This isn’t the time to form a committee or send a “Let’s discuss” Slack message. Identify your key players in advance:
- Executives
- PR pros
- Legal counsel
- Department heads
Clearly communicate their roles, and make sure everyone is on the same page at all times. It’s also best to work with a skilled, reputable local PR agency that knows crisis management in and out. They can take all the stress off your hands so all you have to do is call them when a crisis strikes.
2. Spot the Landmines Before You Step on Them
A product recall, an executive caught doing something they really shouldn’t be doing…every business has potential disaster zones. Your job? Map them out before they explode.
Sit down with leadership and play a game of “What’s the Worst That Could Happen?” Identify key crisis scenarios specific to your industry and organization and figure out how you’d handle each one. Because trust us, you’d rather plan for a worst-case scenario now than deal with a PR nightmare later.
3. Establish Clear Decision Authority
If a crisis hits and everyone’s running around like a headless chicken, congratulations! You’ve just made it worse. The last thing you need is everyone confused about who’s in charge while Twitter sets your brand on fire.
Decide NOW who calls the shots. Who approves statements? Who talks to the media? Who updates employees and clients?
A clear chain of command eliminates confusion, speeds up response time, and prevents that all-too-common corporate blunder: mixed messaging. Because nothing says “we don’t have our act together” like five executives giving five different answers.
4. Pre-Write Your Crisis Messaging Instead of Panic Typing at the Last Minute
Ever seen a company issue a cringeworthy, tone-deaf crisis statement? Yeah, that’s what happens when they panic-type under pressure. We won’t drop any names, but one probably popped up in your head as soon as you read that question. Don’t be that company.
Pre-draft key messages for different crisis scenarios that are clear, professional, and aligned with your brand. These templates should be adaptable, but ready to go when you need them. Because scrambling to write a public statement in real time is how people end up thinking you regret getting caught instead of being truly sorry.
5. Lock in Your Media Strategy (“No Comment” is a Bad Comment)
Newsflash: The media will cover your crisis whether you talk to them or not. The only question is whether they get the story from you or from someone with a grudge and a Twitter account.
So designate a media spokesperson who actually knows what they’re doing (this is NOT the intern’s moment to shine). Train them on how to handle tough questions and make sure they never, ever say, “No comment.” That phrase translates to, “We’re guilty, and we’re hoping this goes away.” Spoiler: It won’t.
6. Choose Your Communication Channels Wisely
Where you deliver your message matters as much as what you say. A leaked internal memo? Bad. A press conference with prepared statements? Good. A spontaneous Instagram Live where your CEO tries to “set the record straight”? Disastrous.
Different crisis situations require different resources:
- Social media for fast updates
- Emails for clients
- Press briefings for major issues
Identify in advance how and where you’ll communicate so your organization stays in control of the narrative. After all, if you don’t tell your story, someone else will.
7. Train, Test, and Update Your Plan Until Everyone Knows It Like the Back of Their Hand
You wouldn’t wait for an actual fire to test if your fire alarm works, right? The same logic applies to your crisis communication plan. If you only look at it when disaster strikes, it’s already outdated.
Here’s how to keep ahead of the game:
- Run regular crisis drills
- Update messaging
- Make sure new employees know their roles
- Test your response time
Then, based on patterns and trends you see, tweak your approach. Make this process an ongoing part of your organization’s operations. That way you won’t have to get ready, you’ll stay ready.
Handle Any Austin Crisis with Ease and Confidence with Disrupt PR
Here’s the thing about a crisis—it doesn’t wait for you to be ready. It doesn’t send a polite calendar invite or give you a heads-up. It just happens. And the businesses that survive aren’t the ones that wing it—they’re the ones that lead.
At Disrupt PR, we live and breathe crisis management in Austin, including digital crisis management. We’ve worked inside newsrooms, so we know how journalists think, and exactly what makes a story go viral (for better or worse). Our services help businesses like yours stay ahead of the story, take control of the narrative, and come out stronger on the other side.
We’re here to help you prepare, respond, and lead with confidence. If you’re ready to crisis-proof your brand, get in touch with us today to book a call and let’s make it happen.
