Unprecedented times.
We’ve heard this time and time again starting in the pandemic. It became the catch-all phrase that bound us together in this once-in-a-lifetime global catastrophe. It was used by organizations and public figures alike to explain, justify and deflect on whatever issue was being managed.
As we look to 2025, there is a new word we are hearing now: uncertain.
There is no shortage of examples around the world that is contributing to the uncertainty we must all face each day.
Take our relationship with the USA, our closest neighbour and ally. We are a mere 11 days into President Trump’s second term and, if the first 11 days are any indication on how the remaining 1,450 days will be, we are in for a wild and unpredictable ride as we brace for 25 per cent tariffs (or not). This is in addition to the uncertainty we face on our own soil: a new prime minister, a fall or spring election and the continuous evolution of AI and technology.
It would be easy to allow the uncertainty to cause us to freeze, throw our hands up and declare, “we’ll have to wait and see.”
This would be a mistake.
Now is the time for businesses and organizations to act on what can be controlled, which is the planning phase of crises.
In general, the start of the year is an ideal time to look at existing crisis communications plans to ensure they remain relevant and valuable. And if there is no plan to dust off to review, then it is the right time to develop one. But given the uncertainty we are all facing, it is especially important in 2025.
Why You Should Have a Crisis Communications Plan
A crisis communications plan is like an insurance policy — you invest in it but hope you never to have to use it.
A solid and comprehensive crisis communications plan informed by best practices does all the strategic thinking and planning in advance. During a time that you are not under scrutiny by the media, stakeholders or regulators. Because, when those times come the stakes are high and there is no room for missteps. It’s a perfect complement to your business continuity and emergency management plans. Right now, for many of you, your risk might be related to tariffs and their potential impact on your business; for others, it might be broader and related to the impact of this uncertainty on the economy as a whole. Regardless, a crisis comms plan is a vital part of your toolkit and helps you sleep much better at night.
Some key elements of a crisis communications plan include:
1. Risk analysis including mitigation
2. Top scenarios
3. Goals and objectives
4. Key audiences and stakeholders
5. Roles and responsibilities
6. Notification process
7. Key messages
8. Templates and checklists
Coast Communications and Public Affairs has extensive experience developing crisis communication plans and leading communications when crises hits, both operational and reputational. We understand how a crisis will unfold in the public and with stakeholders and the media. Leveraging best practices and decades of experience, we help clients navigate through the chaos to ensure reputations and trust are not lost.
Do you want to be better prepared for these uncertain times? Reach out to learn more about how we can support your organization by being prepared for the unexpected and continue to thrive in the years ahead.
