If you’re anything like me, you’ve watched Scandal all the way through more than once – and maybe even tried to channel Olivia Pope’s confidence (and wardrobe) along the way.
In Season 7 – where things admittedly jumped the shark – there’s a scene where Olivia Pope teaches a class on crisis management and says: “Crisis management isn’t about planning. It’s about action – snap decisions in the moment.”
From our experience navigating multiple crises, that statement rings true. But with the right tools and preparation, those decisive moments can also become opportunities to lead with your values, strengthen trust, and protect your reputation.
Without a clear crisis communications protocol, organizations risk:
- Responding too slowly and losing control of the narrative
- Internal confusion and misalignment on messaging or strategy
- Muddled communications that damage credibility
- The spread of misinformation that’s hard to correct later
- Reputational harm after public backlash
On the other hand, a strong crisis communications plan can:
- Align stakeholders and clarify roles in decision-making
- Keep messaging grounded in your mission and values
- Help you stay focused on goals and audiences
- Minimize reputational risks by combating misinformation
- Ensure accountability, even under pressure
At Change Consulting, we believe preparation is practical and possible. Here’s how we help organizations and leaders build a strong crisis communications protocol.
1. Identify Potential Crisis Scenarios
One of the biggest mistakes in crisis management is failing to recognize when you’re in a crisis. Identifying and understanding possible scenarios is the first step.
As we shared in Part 1 of this series, crises generally fall into four categories:
- Internal Scandals: Misconduct, leadership controversies, organizational missteps
- Financial Troubles: Budget cuts, funding losses, or mismanagement
- Political or Social Events: Policy changes, opposition, or advocacy backlash
- Disasters: Natural or human-made emergencies that impact operations or communities
Action item: Think through potential situations in each category and prepare for the worst-case scenario in advance.
2. Assemble Your Crisis Team
Once you’ve identified possible crises, define who will lead and execute your response. A well-prepared crisis team builds coordination and confidence when every minute matters.
Key roles to include:
- Gatekeeper: Oversees coordination, ensures quick and strategic decision-making
- Decision Makers (and a Backup): Approve final messaging and communications assets
- Spokespeople: Ideally media-trained and ready to serve as public representatives
- Information Gatherers: Monitor news, social media, and stakeholder communications
Keep a record of each team member’s role, contact details, and preferred communication channels (text, email, Signal, etc.) – and make sure everyone knows who’s responsible for what.
Action item: Assemble your crisis communications team and confirm readiness.
3. Confirm Spokespeople and Validators
Streamline response by identifying primary and secondary spokespeople. These spokespeople should be comfortable with high-pressure interviews and equipped to represent your organization with clarity and empathy.
In addition to internal spokespeople, identify external validators – partners, funders, and community allies who can speak credibly in your defense and highlight your organization’s work and values.
Action item: Create and maintain an updated list of spokespeople and validators, and brief them on expectations ahead of time.
4. Identify Key Audiences and Channels
Different audiences need different messaging. Start by identifying who needs to hear from you, and how best to reach them.
- Internal Stakeholders: Staff, board, and partners should always be informed first through direct communications, email or other internal communications mechanisms
- External Audiences: Constituents and funders can be informed through one on one communications, email or webinars or calls
- Broader audiences: Additional, broader audiences can also be informed through social media, email, press releases, and web statements.
Action item: Map audiences to preferred communication channels before a crisis hits.
5. Prepare Assets, Messaging, and Content
Preparation saves time when every second counts. Draft templates and messaging frameworks now for the most likely crisis scenarios, rooted in your mission, values, and tone.
Action item: Draft holding statements for each scenario you identified.
Once you have mapped out your crisis communications protocol, remember to revisit your plan annually – and conduct role-play or tabletop exercises to practice implementation (just like a fire drill). Finally, a reminder that the best defense is always a good offense: use every opportunity to reinforce your core messaging and advance your organizational goals. Use this Crisis Communications Protocol Checklist as a quick-reference guide.
At Change Consulting, we understand the unique challenges organizations face in today’s environment. If you need support building a crisis communications plan or navigating a difficult moment, we’re here to help. Reach out to us at hello@change-llc.com.