Crisis communication is not something you create in the middle of an emergency — it is something you prepare months in advance. In a world where a single tweet can reach billions of people within seconds, the speed and clarity of your response are critical.
Backstage Communication has been working for over 15 years with organisations that understand that preparation makes the difference between a crisis you can manage and one that causes lasting reputational or operational damage.
Why crisis communication planning is essential
- 51% of companies do not have a robust crisis communication plan
- Organisations with a plan respond 3–4 times faster than those that improvise
- Improvisation often leads to inconsistent messaging, reputational harm and higher financial impact
Preparation means maintaining control when circumstances try to take it away.
The 5 steps of effective crisis communication planning
Step 1: Identify potential risks
Map out possible crisis scenarios through a SWOT analysis and risk assessment.
Step 2: Build your crisis team
Define clear roles, responsibilities and decision-making authority.
Step 3: Develop holding statements and key messages
Pre-approved core statements enable speed and consistency under pressure.
Step 4: Define communication channels and stakeholders
Determine who needs to be informed, when, and through which channels for each crisis type.
Step 5: Training, simulations and updates
Run regular simulations and update the plan at least once a year.
Crisis Communication Plan Template for Belgian organisations
A solid crisis communication plan includes:
- Organisational charts and escalation structures
- Up-to-date contact details for key stakeholders
- Predefined communication templates
- Clear decision-making processes
Communication channels per stakeholder group
- Employees
- Customers and partners
- Media and journalists
- Authorities and regulators
Essential supporting elements
- Media training for spokespersons
- Close cooperation with legal teams to manage risk
Sector-specific crisis scenarios
Each sector faces its own vulnerabilities:
Financial sector
- Liquidity issues
- Fraud or compliance allegations
Technology sector
- Data breaches and cybersecurity incidents
- Product recalls or system failures
Real estate
- Safety incidents
- Environmental or permitting issues
Integration with omnichannel communication
Effective crisis communication is always omnichannel and fully aligned.
Social media alignment: close cooperation between IT and PR teams
Internal communication comes first — employees are your most important ambassadors
Coordination with media and journalists
Clear messaging for customers and stakeholders
