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PR Crisis Communication Plan
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Swap out the logo with your own. Fill the empty light blue cells. Dropdowns are used where a standard set of choices is useful. You can edit dropdown menus via the 'dropdown lists' tab at the bottom of this worksheet.
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Plan ownerLast updatedNext review
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1. Activation criteria
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When should this plan be activated?Define crisis levels, triggers or examples.
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Who can activate it?Names / roles
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Crisis levelTrigger / definitionExamplesWho can activate
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2. Crisis communication team
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FunctionName / teamRolePriority contactDeputy / backupBackup contactNotes
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Crisis communications lead
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Executive decision-maker
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Legal
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Operations
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HR
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IT / security
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Other relevant team 1
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Other relevant team 2
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3. Approval chain
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StepPerson / teamRole / contactBackupNotes
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Drafted by
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Facts verified by
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Legal / regulatory review
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Final approver
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Backup approver
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Published by
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4. Holding statement framework
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OpeningWe are aware of [incident / situation].
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Confirmed information[Confirmed factual information currently available.]
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Immediate priorityOur immediate priority is [priority].
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Action being takenWe are currently [action being taken].
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Next updatesWe will provide further verified information via [newsroom URL / official channel] as it becomes available.
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Media enquiries[Contact]
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5. Full response framework
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What happenedConfirmed facts
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Who is affectedConfirmed information
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What we are doingActions being taken
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What stakeholders need to know or doInstructions, if required
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What happens nextNext steps
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Next updateTime / channel
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6. Post-crisis follow-up framework
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What happenedSummary
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What we learnedFindings
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Actions takenChanges / remediation
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What happens nextLong-term action
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7. Stakeholder communication order
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PriorityStakeholderChannelOwnerTimingNotes
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8. Media response
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Official media contactName and contact
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Backup contactName and contact
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Official source for updatesNewsroom URL
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Priority media contactsContact list / link
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9. Communication channels
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NewsroomURL
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Employee communicationsChannel
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Customer communicationsChannel
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Social mediaChannels
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Regulators / authoritiesChannel
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Other stakeholdersChannels
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10. First-hour checklist
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Checklist itemStatusOwnerTarget / actual timeNotes
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Activate the crisis communications team
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Establish what is known and what is still unverified
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Identify affected stakeholders
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Pause inappropriate scheduled communications
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Draft the initial holding statement
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Verify facts
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Complete required approvals
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Publish the holding statement
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Notify priority stakeholders