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The Whispir crisis communications framework for cloud-communications

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Paul Aynscough


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The disruption disasters and emergencies have on organisational operations are some of the most costly challenges faced in business continuity and crisis management.

In order to effectively combat these challenges, organisations need a streamlined and scalable cloud-communications platform to enforce the tactics required to respond with impact.

Whispir has spent the past two decades helping organisations to automate and manage their business-critical communications. This article outlines lessons we’ve learned and explores how effective communications is essential to help mitigate the impact of incidents and crises. 

Have a plan

Ensure a detailed crisis management process is in place, including the allocation of specific tasks that need to occur in the event of a crisis. It’s crucial that this process facilitates two-way internal communications throughout the organisation - enabling senior leadership team members to promptly make informed decisions while keeping staff aware of evolving situations and appropriate plans. The key objectives during any crisis are to protect any individual (employee or public) who may be at risk, ensure all stakeholders are kept informed, and that, ultimately, the organisation survives.

Have a single source of truth

It’s important for organisations to have a ‘single source of truth’ so that both internal and external stakeholders know where to go to access the latest information. Any company spokesperson needs to be identified, media trained and kept up-to-date with the evolving situation to ensure media, staff, customers and the public are informed with a clear, consistent message.

Use templates

80 per cent of time spent managing communications is used figuring out what to say. By taking the time to prepare communication templates in advance, organisations are well-placed to respond quickly and reduce the risk of the outcome of poor communication.

Be transparent and open

In the digital age, it’s no longer possible to hope that information can be kept from the media or the general public. A policy of openness and transparency is essential to maintaining trust during a crisis. This transparency must be consistent across all company communications - news interviews, social media, internal announcements, etc.

Be authentic

In crises, people are under unprecedented pressure which impacts decision making. Sterile and impersonal corporate responses fail. Stakeholders want to engage with organisations that are empathetic to the challenges people find themselves in.

Keep employees informed

Employees are often a conduit to keeping communications flowing between stakeholders. It’s essential to ensure employees are informed with regular updates to prevent the circulation of incorrect information and potentially negative statements. The benefits of engaging the edge of the organisation often lead to valuable new insights.

Customer and supplier communications

Information on any crisis should reach your customers and suppliers directly from you, not the media. Part of any crisis communication plan needs to include processes to inform these vital stakeholders, and how to effectively update them throughout the incident.

Update early and often

Be proactive with sharing news, even when the whole picture isn’t clear. It is better to over-communicate than to allow silence and rumours to fill the void. Start with summary statements that make it clear what is initially known and provide updated action plans and new developments as early and as often as possible. Set expectations for when people will receive communications – i.e. every two hours or daily.

Social media

Ensure all channels that your stakeholders use reflect the same message and content, not just traditional avenues such as media releases and the company website. Few things are as damaging and hard to address than incorrect information being live-tweeted without your ability to see and respond with facts and appropriate messaging.

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