Effective crisis communications play a pivotal role in helping charities navigate turbulent times, ensuring that their ability to continue providing vital support to their beneficiaries and that their mission and reputation remain intact. But to do so effectively, we must understand the importance of planning ahead for crisis situations, and focus on strategies that can support charities in maintaining transparency and trust with their stakeholders.

By developing a robust crisis communication plan, charities can address crises effectively, mitigate negative impacts, and emerge stronger. There are a common set of key steps for crisis management, including the activation of a crisis communications team or working group, assessing the situation, and developing holding statements. At this point, the pre-planned procedures should kick into play and the focus shifts to the role of media relations and stakeholder engagement in managing internal and external communication throughout the crises and looking ahead to rebuilding trust post-crisis.

Understanding Crisis Communications for Charities

Crisis communications are not just about addressing immediate problems but also about maintaining the long-term reputation and mission of a charity. Nonprofits face unique challenges, such as financial issues, employee misconduct, and cybersecurity threats, which can severely impact their public image and ability to operate effectively. A well-planned crisis communication strategy can help charities navigate these challenges by ensuring quick and transparent responses.

Key Steps in Crisis Management

Activating the Crisis Communications Team

In the event of a crisis, the first step is to assemble a team, or working group, consisting of key personnel from the relevant departments, service lines or divisions. This would normally include Leadership, Communications, Services, and HR/Legal departments. This team acts as the central hub for managing the crisis, ensuring that all responses are coordinated and consistent and should have sufficient authority and agility to be able to respond as quickly as needed without spending additional time seeking permissions or double checking decisions.

In certain situations you also have a contractual and legal responsibility to report incidents to your commissioners and funders, and to the Charity Commission.

Assessing the Situation

Gathering accurate and timely information is crucial. This involves understanding the scope and nature of the crisis to develop appropriate responses – which if planned properly, would be building on pre-prepared responses that have been drafted to address a variety of scenarios.

It is essential to confirm facts before communicating externally/internally to avoid spreading misinformation and further eroding any trust and credibility.

Developing a Holding Statement

A holding statement is an initial public response that acknowledges the crisis and commits the organisation to addressing it. This statement is a powerful tool that serves as a placeholder until more detailed information is available, helping to maintain transparency and trust with stakeholders – acknowledging that there is a situation and indicating when further updates will be provided. A key benefit of indicating your timeline for updates is to try and head off any vacuum of information that allows speculation and rumours to develop and spread.

Media Relations and Stakeholder Engagement

Media Relations

Effective media relations are vital during a crisis. This involves managing interactions with the media, preparing spokespersons, and shaping the narrative to reduce negative coverage. Professional PR services can provide valuable expertise in this area, ensuring that the charity’s message is conveyed clearly and consistently across all media channels[5].

Stakeholder Engagement

Engaging with stakeholders, such as donors, volunteers, and clients, is critical for maintaining trust and support. Tailored communication plans should be developed to address the concerns of each stakeholder group, ensuring that they feel informed and valued throughout the crisis.

The Role of Brand Strategy in Crisis Communications

A strong brand strategy can aid in the recovery process post-crisis by reinforcing the charity’s mission and values. By focusing on the core purpose and values of the organisation, charities can inspire trust and loyalty among their stakeholders, helping to rebuild their reputation. Brand-led innovation can also inspire new initiatives and projects that address the root causes of the crisis, further enhancing the charity’s image and impact.

Creating Lasting Change Through Effective Communications

Effective crisis communications not only help charities navigate immediate challenges but also contributes to allowing them to continue their mission and reduce health and social inequalities by maintaining trust and support and allowing the focus to return as quickly as possible to the services they deliver and the people they support.

By ensuring transparency and consistency in their communications, charities can build stronger relationships with their communities and stakeholders, ultimately supporting their mission to create lasting change. This underscores the importance of proactive communication planning as a critical component of a charity’s overall strategy for addressing social and health inequalities.

As charities continue to face an array of challenges, the development and implementation of a comprehensive crisis communication plan will remain essential for their resilience and success. By prioritising clear, timely, and honest communication, charities can mitigate the impact of crises and emerge stronger, more committed to their mission of creating positive change in society.