Developing a company communication program in a crisis

Abstract

One of the company's top priorities in times of extreme uncertainty to preserve its reputation and minimize the negative effects of the crisis is to develop a communications program. This article proposes a structure for a communication program during a crisis and describes its components. It identifies the main directions and objectives of a crisis communication program. The article argues that a crisis communication program must be a thoroughly developed document that outlines the company's strategy for interacting with its stakeholders – customers, partners, employees, investors, and the public – during a crisis. It provides guidelines for key messages to stakeholders and identifies communication channels and their intended use in communicating with stakeholders during a crisis. The article suggests that the potential impact of a crisis depends on how significantly the crisis affects the company and its stakeholders. It emphasizes that a communication program should be flexible and adaptable to different crisis scenarios. The article lists the main budget items for a crisis communication program and argues that evaluating its effectiveness is a complex task that requires considering many factors, using both quantitative and qualitative assessment methods. Finally, the article concludes that developing a crisis communication program, taking into account its specific components, will help companies minimize the negative consequences of a crisis and identify opportunities for future growth.