How to create a crisis communications plan: A guide for Founders

Dawn Carrington
Dec 29, 2025
4 min read

The worst time to figure out what to say in a crisis when the phone is already ringing, or you've gone viral on X (Twitter).

I see this constantly with founders, CEOs and Boards. They focus entirely on their product or services and growth, assuming that if they have a "good mission", they are immune to scandal.

Then a server goes down on Black Friday. Or a disgruntled ex-employee with their social logins tweets something damaging. Or a journalist calls about a breaking scandal.

Suddenly, you are the "Chief Everything Officer" again, staring at a blank Google Doc at 10pm, terrified that one wrong word will sink the company.

You don't need to live with that anxiety. You just need a playbook.

What is Crisis Communication?

Most people think crisis communication is just "spin". They think it is about hiring a smooth talker to making them look good with their press mates. This is plain wrong!

What is crisis communication in public relations?

It is the strategic work of closing the gap between reality and perception. When a crisis hits, information travels faster than facts. Crisis communication ensures your version of the truth is the one that sticks. It protects your reputation when the narrative is under attack.

What is crisis communication in management?

Internally, it is about operational stability; it's the difference between a team that panics and one that executes. If your staff find out about a problem from Twitter before they hear it from you, you've lost their trust. Crisis communication in management is about leading well even when the ground is shaking.

What is a Crisis Communication Plan?

A crisis communication plan is not a 50-page binder that gathers dust on a shelf. In a real emergency, nobody has time to read a thesis.

A good plan is an operational manual, a playbook. It is a living document that tells you exactly who does what, when they do it, and what to say. It turns panic into process.

When I worked with heads of state and FTSE 100 leaders, we didn't invent responses on the fly. We already had frameworks ready before the fire started. That's the level of safety you need even for a small organisation.

How to Create a Crisis Communication Plan

You don't need to hire a massive agency to build your first protocol, but you should bring some expertise onboard if you don't know what you're doing. You should start with these four steps.

1. Identify Your Specific Risks

How to write a crisis communication plan? It starts with honesty. You need to look at your Glass House and identify where the stones might come from.

Don't be vague. List the specific nightmares that keep you awake:

Data breach or leaks.
Key executive scandal or exit.
Service outage during peak times.
Regulatory investigation.
Viral social media backlash.
Anything else on your risk register.

If you know the risk, you can prepare an answer.

2. Define the Chain of Command

In a crisis, you cannot have a committee debating the wording of a tweet for four hours.

Your plan must explicitly state:

The Approver: The one person (usually the CEO) who signs off on the final message.
The Spokesperson: The person who actually speaks to the press or public. This is not always the CEO. Sometimes, it is better to put a technical expert forward to show competence.
The Legal Check: The lawyer who ensures you aren't admitting liability.

3. Draft Your Holding Statements

This is the most critical step in how to create a crisis communication plan.

A holding statement is a pre-written message that buys you time. It acknowledges the issue without admitting fault or giving away details you don't have yet.

Draft these now, when you are calm.

Example: "We are aware of reports regarding [Issue]. We are currently investigating the details and will provide a full update by [Time]. Our priority remains [Core Value]."

Having this saved means you can respond in 15 minutes, not 4 hours. Speed kills the rumour mill.

4. Map Your Stakeholders

Who needs to know? Most founders only think of the press, which is a mistake.

Your plan should list your audiences in order of priority:

Employees: They need to know they are safe.
Investors/Board: They need to know you are in control.
Customers: They need to know the service will continue.
The Public/Media: They need the facts.

If you tweet to the public before you email your investors, you might solve the PR crisis but create a funding crisis. See my article: How do I create a stakeholder map? A guide to uncovering hidden decision-makers.