DEPARTMENT OF INFORATION & MEDIA STUDIES

FACULTY OF COMMUNICATION
BAYERO UNIVERSITY, KANO
Program MPR8305 – Crisis Communication Management
Course Tutor(s) Nura Ibrahim, PhD
E-mail maimesa2010@gmail.com, nibrahim.ims@buk.edu.ng
Course Duration 3 Hours per week
Module3 Lecture Note 3 (Developing Crisis Communication Plans)

1. Elements of a Comprehensive Crisis Communication Plan

I. Crisis Communication
 Crisis communication is a vital aspect of organizational management aimed at managing
and mitigating the impact of crises on an organization's reputation, operations, and
stakeholders.
 A comprehensive crisis communication plan serves as a roadmap for effectively
navigating through crises while maintaining transparency, credibility, and trust.

II. Key Elements of a Comprehensive Crisis Communication Plan

1. Risk Assessment and Preparedness

 Conducting a thorough risk assessment to identify potential crises relevant to the
organization.
 Establishing protocols and procedures for crisis response and preparedness, including the
formation of a crisis communication team.

2. Clear Roles and Responsibilities

 Defining roles and responsibilities of individuals within the crisis communication team.
 Designating a spokesperson(s) with proper training and expertise to communicate with
stakeholders during a crisis.

3. Stakeholder Analysis and Engagement

 Identifying key stakeholders and understanding their needs, concerns, and expectations
during a crisis.
 Developing tailored communication strategies for different stakeholder groups to ensure
timely and accurate information dissemination.

4. Communication Protocols
 Establishing communication channels and protocols for internal and external
communication during a crisis.
 Implementing mechanisms for monitoring and responding to inquiries, rumors, and
misinformation in real-time.
5. Message Development and Delivery
 Crafting clear, consistent, and empathetic messages aligned with organizational values
and priorities.
 Ensuring messages are disseminated through multiple channels, including traditional
media, social media, and direct communication channels.

6. Media Relations
 Establishing relationships with media outlets and training spokespersons for media
interviews and interactions.
 Developing key messages and preparing for media inquiries to maintain control over the
narrative.

7. Monitoring and Evaluation

 Implementing tools and processes for monitoring the effectiveness of crisis
communication efforts.
 Conducting post-crisis evaluations to identify strengths, weaknesses, and areas for
improvement in the crisis communication plan.

2. Risk Assessment and Scenario Planning

 Definition of Risk Assessment

 Risk assessment is the process of identifying, analyzing, and evaluating potential
risks and uncertainties that could impact an organization's objectives.

 Importance of Risk Assessment

 Helps organizations make informed decisions
 Enhances preparedness for potential threats
 Facilitates resource allocation
 Supports strategic planning

II. Components of Risk Assessment

1. Identification of Risks
 Internal Risks (Operational risks, financial risks & human resources risks)
 External Risks (Market risks, regulatory risks, & Environmental risks)
2. Risk Analysis
 Qualitative Analysis
 Likelihood and impact assessment
 Risk matrix (severity and probability. The severity of the risk falls within 5
categories which include: insignificant, marginal, moderate, critical, and
catastrophic)
 Quantitative Analysis
 Statistical modeling
 Financial modeling
 Scenario analysis

3. Risk Evaluation
  Prioritization of risks based on severity
 Consideration of risk tolerance
 Cost-benefit analysis

III. Methods of Risk Assessment

1. Historical Data Analysis
 Reviewing past incidents and trends
 Learning from previous experiences
2. Expert Judgment
 Consulting subject matter experts
 Utilizing expert opinions and insights
3. Surveys and Interviews
 Gathering input from stakeholders
 Assessing perceptions of risk
4. Risk Workshops and Brainstorming Sessions
 Engaging stakeholders in collaborative risk identification and analysis
 Generating diverse perspectives
IV. Scenario P.lanning
 Definition of Scenario Planning
 Scenario planning is a strategic planning technique that involves creating multiple
plausible future scenarios to anticipate potential outcomes and develop strategies
to respond to them.
 Steps in Scenario Planning
 Identifying Key Uncertainties
 Factors that could significantly impact the organization's future.
 Developing Scenarios
 Creating a range of plausible future scenarios based on identified
uncertainties.
 Analyzing Implications
 Assessing the potential impacts of each scenario on the
organization.
 Strategy Development
 Formulating strategies to address challenges and capitalize on
opportunities presented by each scenario.
 Monitoring and Adaptation
 Continuously monitoring the external environment and adjusting
strategies as needed based on emerging trends and changes.

V. Integrating Risk Assessment with Scenario Planning

 Combining risk assessment with scenario planning enhances organizational resilience by:
 Anticipating and preparing for a range of potential risks and uncertainties.
 Identifying proactive strategies to mitigate risks and capitalize on opportunities.
 Facilitating informed decision-making in the face of uncertainty.
 Emphasize the ongoing nature of risk assessment and scenario planning in response to
evolving threats and opportunities.
 4. Crisis Team Roles and Responsibilities

In times of crisis, effective management and coordination are crucial for mitigating risks and
ensuring the safety and well-being of individuals and communities. Crisis teams play a pivotal
role in this process, with members assigned specific roles and responsibilities to facilitate a
coordinated response. This lecture note outlines the various roles within a crisis team and their
respective responsibilities.

1. Incident Commander (IC)

 Role: The Incident Commander is responsible for overall management and coordination
of the crisis response effort.

 Responsibilities
 Assume overall command authority.
 Establish objectives and priorities.
 Allocate resources effectively.
 Coordinate communication between team members and external stakeholders.
 Ensure adherence to protocols and procedures.
 Make critical decisions in a timely manner.

2. Operations Section
 Role: The Operations Section is responsible for implementing the strategies and actions
necessary to achieve the objectives set by the Incident Commander.

 Responsibilities
 Deploy personnel and resources as directed by the Incident Commander.
 Manage tactical operations on the ground.
 Ensure the safety and welfare of responders.
 Coordinate with other sections and external agencies.
 Provide regular updates to the Incident Commander.

3. Planning Section
 Role: The Planning Section is responsible for gathering, analyzing, and disseminating
information to support decision-making and resource allocation.

 Responsibilities
 Collect and collate data related to the crisis.
 Develop situational assessments and forecasts.
 Prepare incident action plans.
 Maintain documentation and records.
 Coordinate with Operations and Logistics Sections.
4. Logistics Section
 Role: The Logistics Section is responsible for providing the necessary resources and
support to facilitate the crisis response effort.

 Responsibilities
 Procure and allocate equipment, supplies, and facilities.
 Coordinate transportation and logistics for personnel and resources.
 Establish and maintain facilities (e.g., command center, shelters).
 Manage communications and IT infrastructure.
 Provide support services (e.g., catering, medical).

5. Finance/Administration Section
 Role: The Finance/Administration Section is responsible for financial and administrative
functions related to the crisis response effort.

 Responsibilities
 Track costs and expenditures.
 Procure and manage contracts.
 Coordinate reimbursement and funding requests.
 Manage personnel records and documentation.
 Provide administrative support to other sections.

In summary, crisis teams comprised of individuals with specific roles and responsibilities aimed
at ensuring effective coordination and management during times of crisis. By clearly delineating
these roles and fostering collaboration among team members, organizations can enhance their
preparedness and response capabilities, ultimately minimizing the impact of crises on individuals
and communities.