Why crisis comms has never been more key in the digital age

In today’s hyper-connected world, a crisis can come out of nowhere, minor issues can become big ones quickly and if you’re not ready, the damage to your brand can be serious and long-lasting.

Recently, a global skincare brand found itself in hot water after a lack of diversity in the influencers it had invited to a promotional event, which caused backlash on social media.

Unfortunately, their response was slow, impersonal and apparently generated by AI. Instead of de-escalating things, it made the situation much worse, leaving the brand’s reputation worse off.

Throughout my career, I’ve often found myself explaining to clients why crisis communications is such a big deal. However, despite its importance, many organisations still treat it as an afterthought or a box to tick. But when it’s done well, it’s a game-changer. A solid crisis comms plan can help businesses stay on track when issues arise, maintain credibility, and sometimes even come out stronger.

Here are six simple but essential steps to building a crisis communication plan:

1. Spot issues early and know when to escalate

• Take the time to think through potential scenarios and how bad they could get – ensure your client is a part of the identification process and shares examples of previous issues. Use this to decide how serious each situation is through an ‘impact’ matrix and how to respond.
• Pull together a clear escalation process with different ‘committees’ made up senior representatives from comms, marketing, operations, legal and leadership, that is in line with your escalation matrix – not everyone needs to be involved in smaller issues, but bigger ones will likely need the involvement of additional teams and leadership.
• Make sure everyone knows who the spokespeople are.

2. Loop in the right external stakeholders

• For big events, figure out which external organisations need to be involved. For instance, in the UAE, you might need to coordinate with the UAE Media Office or other government bodies if a crisis could impact a national event.

3. Stay on top of what’s happening

• Make sure your team has the tools to monitor what’s being said about you in the media and on social platforms in real-time.
• Have someone in charge of this full-time should an issue arise, and make sure staff know how to report an issue quickly.

4. Prepare before the worst happens

• Draft holding statements and pre-approved social posts ahead of time, leaving blanks for specific details. This saves a lot of time on drafting and approvals if an issue arises.
• Run crisis simulation sessions with your committees and integrated teams, so everyone knows what they’re doing if something goes wrong.
• Have a list of national news desk contacts within your plan, including any national wires, to ensure you’re able to access contacts quickly in case you do need to get a statement out.
• Identify how you’ll meet – will it be online or in-person, if it’s in-person, where will your committee meet that is convenient and easily accessible.

5. Set clear rules for communication

• Keep it simple: only your designated spokespeople should communicate externally. This avoids confusion and keeps the message consistent.

6. Be ready for the unexpected

• There is no way to plan for everything that could go wrong but having a clear escalation process and well-defined roles will help you manage whatever comes your way.

When a crisis hits, controlling the narrative is everything. Be quick, transparent and reliable in your communication. Show empathy, take accountability and avoid the temptation to be defensive or dismissive—it’s the quickest way to lose trust.

Once the dust settles, don’t just move on. Take a step back and look at what worked, what didn’t, and what you could do better next time. This kind of reflection is what makes organisations stronger and better prepared for the future.

Mistakes happen — it’s a part of being human. But with a good crisis communication plan in place, you can better manage issues, avoid costly missteps, and come out of the other side in better shape.

In a world where digital conversations move at breakneck speed, being prepared isn’t just a good idea — it’s essential.

The writer is the managing director of Seven Media.