The world is ever-changing and it can get overwhelming. In just a few years, we’ve lived through a global pandemic, two recessions and a cost of living crisis - and they all continue to reverberate. They were unpredictable times that hit businesses hard, and none of us want to go back there again, if we can avoid it. But is there an art to planning ahead, so that when the next crisis comes, it doesn’t send you reeling?

Crises invariably come when you least expect them, in the form of economic downturns, natural disasters or public relations challenges, and they can span a range of situations that could be potentially damaging for a company. But what’s important to remember is that it’s not about what happens; it’s about how you deal with it. It all lies in being prepared, having foresight, being flexible and building resilience. Easier said than done, but with these steps, you can start on the path to mastering crisis and change. 

Leadership is key

In times of crisis, people look for someone to lead the way and, as a leader, the responsibility falls on you when the hard times hit. It’s at times like these that employees seek reassurance around their job security, the company’s future, and the support they will receive. Learning how best to address these concerns is a key way to get prepped for tough times ahead. 

Here’s some tips we’ve laid out to help you prepare:

• Conduct risk assessments

It’s important to understand what the ‘worst’ could look like for your company. Identify any potential threats that could be on the horizon for your business and plan how you would deal with it, if it was to arise.

• Develop a crisis management plan

A crisis can make or break a company’s reputation. Those that handle these situations well not only protect their brand but can sometimes enhance it. Demonstrating control in the face of adversity can build trust with customers and present well to the public. 

To protect your reputation, a crisis management plan is essential. It’s important to outline roles and responsibilities in a crisis. Create a step-by-step procedure for different scenarios so that if one of them were to arise, your response can be as rapid as possible. 

When developing your plan, it’s important to consider how to deal with the crisis itself but also how best to communicate it with your employees. Consider an open forum with employees to unpack what would work best for them in different situations and put plans in place from there. 

• Keep on learning

The world keeps changing and with it so does your company. Making just one crisis management plan isn’t enough. Revisit your plans and educate your employees on how they should respond in different situations. These exercises can reveal potential weaknesses and provide opportunities to improve your strategies, making sure that when a crisis really hits, your team knows the best way to respond.

Build a culture where everyone understands what their role would be in times of crisis. Regular training sessions, clear communication channels and a space where employees feel that they can be open and honest are all aspects that will be integral to a well-executed plan. 

Knowing that a company is prepared and is looking to protect its employees in times of crisis isn’t just good practice for some future crisis but also beneficial in the present time. It is a great booster of company morale to know that your leadership team is working to make the workplace as safe and secure as possible, and it motivates people to stay engaged and productive in their roles.

• Having the right resources

What resources do you need to have in place for possible emergency scenarios? This is something that’s important to consider if you want to protect your business in unprecedented times. These include financial reserves, a network of support, emergency supplies and health and safety measures. 

Learning from the experts…

“How do you rehearse going through a crisis? The only way you get your stripes is by actually going through the crisis so wouldn’t it be amazing if brand leaders and PR people and people in marketing had the ability to actually go through a simulation and see what it’s like,” says Tamara Littleton.

We know all this can feel overwhelming but there are resources out there that can help you do all of the above. Our latest Off Record On Point guest, Tamara Littleton, Executive Chair and Founder of Social Element agency and co-founder of crisis simulation company Polpeo, set up the business to help with exactly that. Think of it as doomsday prep for businesses. Their services offer realistic and immersive crisis simulations that prepare you to communicate successfully in a crisis. 

Being prepared for these tougher situations - that many of us realistically would like to avoid - isn’t just a strategy, it’s a need. Understanding how your company can be ready for different outcomes is a great strength. The payoff isn’t just survival in the face of a crisis but the ability to thrive as a company too. 

What steps have you taken to prepare your company for a crisis? If you’re looking for some more guidance, make sure to listen to our latest episode of Off Record On Point, in which Tamara takes mastering crisis and change to a whole new level. 

Amber O’Neill is a Senior Social and Content Writer at The Digital Voice PR Agency and has a strong foundation in PR and media through her Bachelor of Arts degree in Media and Communications with Political Studies from the University of Sussex. She also holds a Masters degree in Journalism and Documentary Practice and has been working in the media and communications industry since graduation.