crisis communications

In today’s uncertain and often tumultuous landscape, crisis management has become a critical component for businesses and organizations of all sizes.

At the heart of this stands the Crisis Communications Department. This crucial entity orchestrates strategic communication in times of trouble, shaping the narrative and safeguarding the organization’s reputation. This blog post will dive into the role of a Crisis Communications Department during an incident and a crisis. 

The organization’s reputation is on the line when a challenging incident or crisis arises. The Crisis Communications Department steps in to maintain public trust and control the narrative. But how do they do this? 

Incident Management: Mitigation and Adaptation 

Incidents can range from minor operational issues to significant events that may harm the organization’s reputation if not handled effectively. In such cases, the Crisis Communications Department acts as the organization’s first line of defense. They are tasked with quickly and accurately assessing the situation, developing an appropriate response, and disseminating that message to the necessary audiences. 

The aim here is to be transparent and proactive. In a world of social media where news travels fast, withholding or delaying information can exacerbate the problem. As such, the department must craft a message that acknowledges the incident and assures the public that the organization is taking decisive steps to address it. 

Related: CC Series Short: The Crisis Communications Plan – Part 3

Crisis Management: Control and Communication 

The Crisis Communications Department’s role becomes even more vital in a full-blown crisis. A crisis can significantly harm an organization’s reputation, disrupt its operations, or even threaten its existence. Whether it’s a data breach, a scandal, or a natural disaster, the crisis communication team’s mission is to manage and control the narrative. 

The department must identify the key audiences and ensure consistent communication with them. This could include employees, stakeholders, the media, and the general public. During a crisis, people crave information. The team must provide clear, consistent, and timely updates to minimize uncertainty and misinformation. 

In addition to external communication, the Crisis Communications Department is also responsible for internal communication. Employees need to understand the situation and the organization’s response to it. Consistent internal communication helps maintain morale and ensures everyone is on the same page. 

Related: Webinar Clip – Pitfalls or Progress – The Challenges of Selecting Communication and Collaboration Platforms

Preserving the Reputation 

Reputation is arguably an organization’s most valuable asset, and crises can inflict lasting damage if not well-managed. Therefore, the Crisis Communications Department plays a vital role in protecting and restoring an organization’s image during and after a crisis. 

The department must rebuild trust and credibility post-crisis, often implementing long-term communication strategies that promote transparency, demonstrate accountability, and highlight the organization’s corrective measures. 


In our volatile world, incidents and crises are inevitable. However, the key to weathering these storms lies in the hands of the Crisis Communications Department. Their role in managing, controlling, and communicating during these times is fundamental to an organization’s survival and ability to bounce back stronger. 

An efficient Crisis Communications Department is not just a luxury; it’s a necessity in our fast-paced, information-driven world. Their role extends beyond handling crises. They also help to preemptively identify potential issues, develop crisis response plans, and create a culture of transparency and openness, thereby mitigating the impact of any likely crisis. 

By understanding and leveraging the power of strategic communication, businesses can navigate through turbulent times and emerge more resilient and trusted by their stakeholders. 

Rob Burton
Rob Burton

Rob is a Principal at PreparedEx where he manages a team of crisis preparedness professionals and has over 20 years of experience preparing for and responding to crises. Part of his leadership role includes assisting PreparedEx clients in designing, implementing and evaluating crisis, emergency, security and business continuity management programs. During his career Rob has worked for the US State Department’s Anti-Terrorism Assistance Program, as a crisis management consultant in Pakistan and Afghanistan where he negotiated with the UN and Pashtun tribal warlords and he served with the United Kingdom Special Forces where he operated internationally under hazardous covert and confidential conditions. Rob was also part of a disciplined and prestigious unit The Grenadier Guards where he served Her Majesty Queen Elizabeth II at the Royal Palaces in London. Rob was a highly trained and experienced infantryman serving in Desert Storm and commanded covert operational teams and was a sniper. Rob has keynoted disaster recovery conferences and participated in live debates on FOX News regarding complex security requirements and terrorism. Rob has a Queen’s Commendation for Bravery.