Preparing for the Unknown: The Importance of a Crisis Plan

Hannah Medina
4 min readMar 20, 2021
Photo by Markus Winkler on Unsplash

Given our day in age and the past year of events, one thing has become evident, we all need a crisis management plan. No matter the size of the brand or corporation, the future is unpredictable, and the only way to properly battle a crisis is to be prepared for it before it even happens.

According to Andy Marker, from Smartsheet,

A crisis management plan prepares an organization to cope with an unexpected calamity in the following ways: It shortens and lessens the impact of a crisis; it protects employees and anyone else affected; it preserves operations and productivity as much as possible, and it safeguards a company’s reputation. Crisis planning seeks to make your company more resilient and more capable of weathering the long-term effects of a crisis.

Many brands face part of the issue in formulating these plans accurately assesses the many different channels that these potential crises may appear in. Author Kristen Baker identifies the following five categories of situations a brand may need to be prepared for:

1. Financial Crisis: seen as a drop in sales

2. Personnel Crisis: an unethical activity carried out concerning the brand name

3. Organizational Crisis: actions that may have an adverse effect on their consumers

4. Technological Crisis: any form of a crash in a technological system

5. Natural Crisis: any massive natural occurring issues, such as storms or even pandemics

After outlining these possible issues, it is crucial to analyze the crises in question individually. This way, each has a personalized resolve response system. Once this is figured out, it is best to specify which person will be carrying out these public actions, such as a spokesperson. Either way, the company must come forward as a united voice with a clear response. As time continues and these plans are tweaked, the brand may better update them to better fit the organization’s state. It may also become essential to have all staff trained on the procedures to prevent miscommunications in the future.