Your crisis communication plan isn’t a static document—it’s a living strategy that needs regular updates to remain effective. Over time, leadership changes, public expectations shift, and technology advances. If your plan doesn’t evolve, it won’t hold up when you need it.
Now is the time to take a hard look at your plan, fix outdated elements, and strengthen your response framework before the next emergency. Here’s how to refresh your crisis communication plan for the year ahead.
1. Audit Your Existing Plan
Start by assessing what you have. Pull up your last version and go through it line by line. Ask yourself:
- Has this plan been tested in the last year? If so, what did we learn?
- Have we faced a crisis since the last update? What went well, and where did we fall short?
- Have there been staff, leadership, or policy changes that affect our response structure?
Review after-action reports from past incidents. If those reports highlighted delays in messaging, confusion over roles, or weak public outreach, those are red flags that need fixing.
Key Areas to Check:
- Crisis scenarios covered – Are all potential threats accounted for? New risks may have emerged.
- Approval processes – Can messages get out quickly, or does your process slow things down?
- Spokesperson guidance – Are designated spokespeople properly trained and up to date on policies?
- Message templates – Do templates match current public concerns and communication styles?
2. Update Key Contacts and Roles
One of the biggest failure points in crisis response is outdated contact lists. If your key decision-makers or public information officers (PIOs) have changed and their contact info is wrong, your response will be delayed.
Steps to Take:
- Verify all emergency contacts – This includes internal teams, leadership, government agencies, and media partners.
- Confirm spokespersons – Ensure they’re still in their roles and comfortable with media interactions.
- Identify backups – If a primary contact is unavailable, who steps in? Every role should have a second-in-command.
- Update organizational charts – If your structure has changed, your crisis response chain may have as well.
Make these updates easily accessible. If your contact list is buried in a binder, it won’t help you when the clock is ticking.
3. Reassess Messaging and Channels
The way people consume information is constantly shifting. A statement that would have worked five years ago might not be effective today. Your messaging needs to match current expectations and the platforms people actually use.
What to Review:
- Tone and clarity – Is your language direct, jargon-free, and easy for the public to understand?
- Speed of delivery – Can you push messages out within minutes, or is red tape slowing you down?
- Platform effectiveness – Are you using the right tools? Traditional media, social media, SMS alerts, and live streaming each have different strengths.
Social Media Considerations:
- Algorithm shifts – Platforms change how they prioritize content. If your engagement is dropping, reassess your approach.
- Two-way communication – Are you monitoring comments and responding in real time, or just pushing information?
- Misinformation response – Have you prepared rapid-response messaging to correct false information?
4. Test Your Technology
Outdated systems, forgotten passwords, and broken links can turn a crisis into chaos. If your emergency alert platform or website isn’t working when you need it, you’ve already lost control of the situation.
Run These Tests:
- Mass notification system – Send a test message to staff and public alert groups. Did it go out as expected?
- Website reliability – Does your website crash under heavy traffic? Check with IT to prevent failures.
- Live streaming capabilities – If you use virtual press conferences, test your equipment, connections, and backup plans.
- Emergency contact platforms – Make sure phone trees, email lists, and encrypted communication tools are all functional.
Identify any weak spots and fix them now—before you’re in a high-pressure situation where failure isn’t an option.
5. Refresh Media Relationships
Your connection with the media can make or break how your organization is perceived during a crisis. If you only reach out to reporters when something goes wrong, you’re already at a disadvantage.
Action Steps:
- Update media contact lists – Reporters move around. Make sure you know who currently covers your sector.
- Hold informal meetings – Connect with local journalists now, so they’re familiar with your team before a crisis happens.
- Provide background briefings – Help reporters understand your role and procedures before they need to cover an emergency.
- Clarify preferred channels – Do reporters know where to find updates? Reinforce your primary communication methods.
Building these relationships now increases trust and ensures your messages get to the public faster when it matters most.
6. Train and Run Drills
Having a strong plan on paper isn’t enough. If your team doesn’t know how to use it under pressure, it’s worthless. Regular training ensures everyone understands their role and can act without hesitation.
Training Options:
- Tabletop exercises – Walk through a crisis scenario step by step, identifying gaps as you go.
- Simulated press conferences – Give your spokespeople real-time experience handling tough questions.
- Full-scale drills – Test your response in real conditions. Evaluate how long it takes to send alerts, brief leadership, and address the media.
Document the results. If gaps appear, update your plan accordingly.
7. Document Lessons and Set a Review Schedule
Crisis communication plans should never sit untouched for years. Regular reviews help catch small problems before they become major failures.
Best Practices for Ongoing Updates:
- Schedule formal reviews – Set quarterly or biannual check-ins to prevent outdated policies.
- Update after every crisis – Each incident provides lessons. Adjust your plan based on real-world experience.
- Keep records of changes – A version history helps track improvements and justifies decisions in future audits.
A crisis will test your communication plan in ways you can’t always predict. But a well-maintained plan gives you a solid foundation to respond quickly and effectively. By auditing your strategy, updating key contacts, reassessing your messaging, and testing your technology, you strengthen your ability to handle emergencies with confidence.
Crisis response isn’t just about reacting—it’s about staying prepared. Regular reviews, training, and relationship-building ensure that when the unexpected happens, your team knows exactly what to do. Take the time now to refine your approach so that when a crisis hits, you’re not scrambling—you’re leading.