Developing a Disaster Communication Plan: Keeping Stakeholders Informed
In the face of a disaster, whether it's a natural event, a cyberattack, or a supply chain disruption, clear and consistent communication is paramount. A well-defined disaster communication plan ensures that your employees, customers, suppliers, and other stakeholders receive timely and accurate information, minimising confusion and maintaining trust. This guide provides a comprehensive overview of how to develop an effective disaster communication plan.
1. Identifying Key Stakeholders
The first step in developing a disaster communication plan is to identify all key stakeholders who need to be informed during a crisis. These stakeholders can be internal or external to your organisation.
Employees: Your employees are your most valuable asset. Keeping them informed about the situation, safety protocols, and business continuity plans is crucial for their well-being and productivity.
Customers: Customers need to know how the disaster will affect your ability to provide goods or services. Transparency builds trust and helps manage expectations.
Suppliers: Disruptions to your supply chain can have significant consequences. Keeping suppliers informed allows them to adjust their operations and potentially mitigate the impact.
Investors: Investors need to understand the financial implications of the disaster and the steps you are taking to recover.
Media: Managing media inquiries effectively is essential for controlling the narrative and preventing misinformation.
Community: Depending on the nature of your business and the disaster, you may need to communicate with the local community.
Government Agencies: In some cases, you may need to coordinate with government agencies, such as emergency services or regulatory bodies.
For each stakeholder group, consider their specific information needs and preferred communication channels. For example, employees may prefer email updates and internal newsletters, while customers may rely on social media and website announcements.
Creating a Stakeholder Contact List
Maintain an up-to-date contact list for all key stakeholders. This list should include:
Name
Title
Phone number (office and mobile)
Email address
Preferred communication method
Emergency contact information
Store this list securely and ensure that it is accessible to authorised personnel during a disaster. Regularly review and update the list to reflect any changes in personnel or contact information. Learn more about Disasterrecoveryplans and how we can help you manage your data securely.
2. Establishing Communication Channels
Once you have identified your key stakeholders, you need to establish reliable communication channels that can be used during a disaster. Consider the following channels:
Email: Email is a versatile communication channel that can be used to send updates, announcements, and instructions to a large number of people. However, be aware that email systems may be affected by the disaster itself.
Telephone: Telephone communication, including landlines and mobile phones, can be useful for urgent updates and direct conversations. However, phone lines may be overloaded or unavailable during a major disaster.
SMS Messaging: SMS messaging is a quick and reliable way to send short, critical updates to stakeholders. It is particularly useful for reaching people who may not have access to email or internet.
Website: Your website should be a central hub for information during a disaster. Post updates, FAQs, and contact information for stakeholders.
Social Media: Social media platforms like Twitter, Facebook, and LinkedIn can be used to disseminate information quickly and engage with stakeholders. However, be mindful of the potential for misinformation and manage your social media presence carefully.
Internal Communication Platforms: Tools like Slack or Microsoft Teams can be invaluable for internal communication, allowing teams to coordinate efforts and share information in real-time.
Emergency Notification Systems: Consider investing in an emergency notification system that can send alerts to stakeholders via multiple channels, such as email, SMS, and voice calls. These systems often have features like geo-targeting and two-way communication.
Redundancy and Backup Channels
It's crucial to have redundant communication channels in case one or more channels become unavailable. For example, if email is down, you should have a backup plan for communicating with stakeholders via phone or SMS. Regularly test your communication channels to ensure they are working properly.
3. Developing Pre-Written Communication Templates
During a disaster, time is of the essence. Developing pre-written communication templates can save valuable time and ensure that your messages are consistent and accurate. These templates should cover a range of scenarios, such as:
Initial notification of the disaster
Updates on the situation
Safety instructions
Business continuity plans
Contact information
Frequently asked questions
Key Elements of a Communication Template
Each template should include the following elements:
Headline: A clear and concise headline that summarizes the message.
Body: A brief and informative body that provides the necessary details.
Call to action: A clear call to action, such as "Stay tuned for updates" or "Contact your supervisor for instructions."
Contact information: Contact information for relevant personnel or departments.
Date and time: The date and time the message was sent.
Remember to tailor the templates to specific stakeholder groups. For example, a message to employees will likely be different from a message to customers. Regularly review and update the templates to reflect any changes in your organisation or the potential threats you face. Consider our services to help you develop these templates.
4. Training Employees on Communication Procedures
It's not enough to have a well-defined communication plan; you also need to train your employees on how to implement it. Training should cover:
The importance of clear and consistent communication during a disaster
The different communication channels available
How to access and use the pre-written communication templates
The roles and responsibilities of different personnel during a disaster
How to handle media inquiries
How to identify and report misinformation
Conducting Regular Drills and Exercises
Regularly conduct drills and exercises to test your communication plan and identify any weaknesses. These exercises can range from simple table-top simulations to full-scale disaster simulations. After each exercise, review the results and make any necessary adjustments to the plan.
5. Managing Social Media Communication
Social media can be a powerful tool for communicating with stakeholders during a disaster, but it also presents unique challenges. It's important to have a social media strategy in place that addresses the following:
Monitoring social media channels: Actively monitor social media channels for mentions of your organisation and the disaster. This will allow you to identify and respond to misinformation quickly.
Posting regular updates: Post regular updates on your social media channels to keep stakeholders informed. Be sure to use clear and concise language and avoid jargon.
Engaging with stakeholders: Respond to questions and comments from stakeholders in a timely and professional manner. Be empathetic and provide accurate information.
Controlling the narrative: Be proactive in controlling the narrative by sharing your own stories and perspectives. This will help prevent misinformation from spreading.
Designating a social media spokesperson: Designate a trained spokesperson to manage your social media presence during a disaster. This will ensure that all communications are consistent and accurate.
Social Media Guidelines
Develop social media guidelines for your employees to ensure that they understand how to represent your organisation during a disaster. These guidelines should cover topics such as:
What information can and cannot be shared on social media
How to identify and report misinformation
How to engage with stakeholders in a professional manner
6. Regularly Testing and Updating the Plan
A disaster communication plan is not a static document; it should be regularly tested and updated to reflect changes in your organisation, the potential threats you face, and the available communication technologies. At a minimum, you should review and update your plan annually. Consider these frequently asked questions to ensure your plan is comprehensive.
Key Questions to Ask During a Review
Are the contact lists up to date?
Are the communication channels still reliable?
Are the pre-written communication templates still relevant?
Are employees adequately trained on the communication procedures?
Is the social media strategy still effective?
By following these steps, you can develop a comprehensive disaster communication plan that will help you keep your stakeholders informed during a crisis, minimise confusion, and maintain trust. Remember that preparation is key to effective communication in the face of adversity.