by Every company needs to have a crisis communications plan that includes both internal and external communications. Cybersecurity is often treated as an internal objective until a breach happens and it turns it into both an external and an internal crisis. This is why cybersecurity, from a business and a communications standpoint, requires proactive collaboration between internal and external communications teams.
Cybersecurity is and should be an evolving corporate goal. As such, a potential cybersecurity threat or a breach needs its own communications plan within an overarching crisis communications strategy. While companies cannot be expected to plan for every individual crisis scenario, a master communications plan needs to have communications protocols for crisis events that are likely to happen within the context of that organization. In today’s world – cybersecurity breaches fall into that category for most companies.
Companies should organize a crisis simulation of an adverse event that will inform their crisis communications strategy and do so proactively, before a crisis happens. Only then, when an actual breach happens, can the company feel like it is well-prepared to triage and handle all the moving parts of a crisis effectively, both internally and externally.
The internal communications team plays a critical role in instilling confidence in employees that the company is well prepared and able to mitigate the impact of a breach. It also plays a pivotal role in informing the external communications strategy and shaping the communication with and the perception of external stakeholders – clients, partners, government, investors, etc.
Crisis communications is often not prioritized in companies that do not yet fully understand the value and the critical role of crisis preparedness plans in achieving and maintaining their ability to meet their business objectives. Many organizations understand the value of it in theory, but still do not dedicate the necessary time and resources into planning in order to effectively handle a crisis.
Communicators, both internal and external, need to present concerns in the context of potential repercussions and the impact those repercussions can have.
Here are some tips on how to prepare for a crisis:
- KNOW PAIN POINTS: Identify areas for improvement within communications protocols that could impact the company’s reputation early on.
- NARROW DOWN CRISIS SCENARIOS: Map out various levels and types of reputation risks to create the crisis management foundation.
- UNDERSTAND ORGANIZATIONAL STRUCTURE: Understand the chain of command and the tone from the top which will impact both the recommendations and execution.
- DESIGNATE SPOKESPEOPLE: Ensure that leadership is equipped to handle a crisis.
- ASSEMBLE A WAR ROOM: Devise best practices, protocols and designate a crisis team and roles within it to handle a crisis.
Strategic issues management and crisis communications strategy are not the main drivers behind successfully handling any crisis. Sound strategies often fail because they cannot be or are not properly executed. Most issues with making any communications strategy work, regardless of whether it is internal or external, arise from the lack of ability to manage and execute the strategic goals that the strategy aims to achieve.