How to Create a DIY Toolkit for Crisis Communication: A Comprehensive Guide

Imagine this: It’s 2 AM, and your phone is buzzing with notifications. Your company is trending on social media for all the wrong reasons. In these crucial moments, having a well-prepared crisis communication toolkit isn’t just helpful—it’s essential. As communication expert Timothy Coombs notes, “A crisis is not the time to figure out how you’re going to communicate.” Let’s build your DIY crisis communication toolkit to ensure you’re ready for whatever challenges come your way.

Table of Contents

1. The Foundation of Crisis Communication
2. Essential Tools and Templates
3. Building Your Response Framework
4. Stakeholder Communication Strategies
5. Digital Crisis Management
6. Traditional Media Relations
7. Internal Communication Tools
8. Monitoring and Analysis
9. Recovery and Learning

The Foundation of Crisis Communication

When United Airlines faced their infamous passenger removal crisis, their initial response demonstrated how lack of preparation can amplify a crisis. Their story teaches us a valuable lesson: in crisis communication, preparation isn’t just about having a plan—it’s about having the right tools ready at a moment’s notice.

The Three Pillars of Crisis Communication

1. Speed The ability to respond quickly and appropriately.
2. Transparency Clear, honest communication with all stakeholders.
3. Consistency Unified messaging across all channels and spokespersons.

Essential Tools and Templates

Let’s compare different communication tools and their effectiveness in various crisis scenarios:

Core Template Library

1. Initial Response Statements Crafted for various scenarios:
   • Product issues
   • Service disruptions
   • Employee incidents
   • Natural disasters
   • Security breaches
2. Stakeholder Communications Tailored messages for:
   • Customers
   • Employees
   • Investors
   • Media
   • Regulators

Building Your Response Framework

Your crisis communication checklist:

• Establish crisis classification system
• Create response flowcharts
• Prepare spokesperson briefing documents
• Set up monitoring tools
• Draft holding statements
• Create media contact lists
• Prepare FAQs templates

Response Timeline Framework

1. First 15 Minutes
   • Initial assessment
   • Team activation
   • Holding statement release
2. First Hour
   • Fact gathering
   • Stakeholder notification
   • Initial response preparation
3. First 24 Hours
   • Detailed communication plan
   • Media response
   • Stakeholder updates

Stakeholder Communication Strategies

Develop targeted communication approaches for each stakeholder group:

1. Customer Communication Tools

Create templates for:

• Service updates
• Safety notifications
• Compensation information
• Resolution timelines

2. Employee Communication Resources

Prepare:

• Internal briefing documents
• Role-specific guidelines
• FAQ documents
• Communication protocols

Digital Crisis Management

Modern crisis communication requires digital preparedness:

Social Media Response Kit

1. Platform-Specific Templates Tailored for:
   • Twitter
   • Facebook
   • LinkedIn
   • Instagram
2. Digital Asset Library Including:
   • Pre-approved images
   • Video templates
   • Infographic templates
   • Brand guidelines

Traditional Media Relations

Essential media relations tools:

1. Media Kit Components

Create ready-to-use:

• Company backgrounders
• Executive bios
• Fact sheets
• High-resolution logos
• Previous press releases

2. Interview Preparation Tools

Develop:

• Key message documents
• Question banks
• Response guidelines
• Body language tips

Internal Communication Tools

Prepare resources for effective internal communication:

1. Employee Update Templates
   • Crisis situation briefs
   • Action guidelines
   • Support resources
   • FAQ documents
2. Management Communication Tools
   • Team briefing templates
   • Discussion guides
   • Response protocols
   • Escalation procedures

Monitoring and Analysis

Tools for tracking crisis development and response effectiveness:

1. Monitoring Templates

Track:

• Media coverage
• Social media sentiment
• Stakeholder feedback
• Employee concerns

2. Analysis Tools

Measure:

• Response effectiveness
• Message penetration
• Sentiment changes
• Resolution progress

Recovery and Learning

Post-crisis tools for improvement:

1. Assessment Templates
   • Response timeline analysis
   • Communication effectiveness
   • Stakeholder feedback
   • Lesson documentation
2. Future Prevention Tools
   • Risk assessment updates
   • Protocol refinements
   • Training materials
   • Prevention strategies

Your Action Plan

Start building your crisis communication toolkit today:

1. Create your basic template library
2. Set up monitoring systems
3. Develop stakeholder lists
4. Practice with your team

Share your toolkit development journey with us! Which crisis communication tools do you find most essential? Join our community to discuss your experiences and learn from other professionals.

Want to explore more crisis communication resources? Check out our related guides on:

• Crisis Management Strategies
• Social Media Crisis Response
• Stakeholder Communication
• Media Relations Best Practices

For the latest research and case studies, visit:

• Institute for Public Relations
• Crisis Management Institute
• PR Week

Remember what Paul Argenti, crisis communication expert, emphasized: “The time to prepare for a crisis is before it happens.” Your DIY crisis communication toolkit is your foundation for effective crisis management.