Creating a crisis communication plan isn't just good practice for big corporations — it's also essential for small businesses. A crisis communication plan helps you protect your business, its people, and its reputation by outlining who needs information, what they need to know, and how you'll reach them when problems arise. Having one will position you to recover more quickly and suffer less damage in tough times.
Every business faces risks, and in New Zealand, some are simply because of where we are. Small businesses around the country have recently dealt with everything from earthquakes, fires and floods to cyber-attacks, workplace accidents, and fraud. Almost every crisis happens when you least expect it.
Let values drive your approach
A crisis communication plan works like a road map to find the best path through your situation. It draws on the clear-headedness you can have before things go wrong.
Before worrying about particular scenarios, consider the principles and values that will guide your approach. Who and what matters most to your business?
Stakeholders that you’ll need to communicate with are likely to include customers, staff, suppliers, and sometimes the wider community or media. Each group will have their own interests and questions, and there is likely a best way to get the information to them. For example, staff might need to know where to go or what to tell others. An old-fashioned phone tree may be faster over a weekend than a post on a company channel.
Decide who will handle each communication task
Your plan should detail who will contact each stakeholder during a crisis. You may ask a manager to update the team while the owner contacts key clients. Setting out these responsibilities ahead of time stops confusion when quick action matters. The responsibilities and limitations should also be part of the message — if you'd prefer to talk to important customers yourself, remind your staff so they know to hold off. The same goes for the press and social media.
Create plans that emphasise clarity
Effective crisis communication follows a clear structure. It should cover what needs to happen in each phase, from when the problem first arises to when it is resolved. For example, set out who reports an issue when it first comes up and the threshold for it to escalate to the most senior person.
Prepare message templates in advance
When catastrophe strikes, finding the right words becomes difficult. You'll be grateful if you've thought of some messages beforehand. Considering various scenarios can be helpful here. Spend time thinking through what you need to say in different situations, then build templates you can tweak as needed. Acknowledge what’s happened, then include specific details followed by how you’ll respond.
Keep your templates simple. During a crisis, straightforward communication builds trust, while complicated messages create confusion. However, don't be afraid to show empathy when others are impacted — 'reading the room' is best done carefully and in the moment.
Choose your communication channels wisely
How you share information matters as much as what you say. Consider face-to-face meetings, phone calls, email updates, website announcements, and social media posts. Also, remember to include backup options if there is a power or internet outage.
Social media requires special attention — negative information can spread rapidly, even if inaccurate. Your plan should include who handles social media and the guidelines for responding to criticism. Keeping a professional tone is especially important for small businesses as they have fewer resources to counter negative publicity.
Test and update your plan regularly
Practising for your crisis communications can prove as important as doing a fire test. It doesn't need to be complicated. You might even bring them into a team meeting with a 'how would we respond to X’ activity.
While comprehensive planning helps, don't get overwhelmed by trying to prepare for every possible scenario. Prioritise the most likely crises for your business type and location. A Business Mentor can help you determine which potential issues deserve the most attention. Importantly, they can do this based on their own experience in your region.
Business Mentors New Zealand supports small business owners through all aspects of business — including the most challenging ones. Our Mentors bring practical experience and outside perspectives that prove particularly valuable when planning for uncertain situations. Ready to make a start? Apply for your Business Mentor today.
