Crisis Communications Health Check


A crisis can come out of the blue, or might be a serious issue that escalates quickly. It can threaten long-term reputation and your company’s ability to operate. However, a crisis can also be an opportunity to demonstrate leadership and transparency, to act quickly, show empathy, and influence debate, online and offline. Are you prepared to mitigate a crisis? Are you confident that, in a worst-case scenario, you and your senior management team would be able to manage the situation efficiently and effectively with your reputation intact – or even enhanced?

Let’s put it to the test!

Please answer the 12 questions below so you can determine how prepared you are for a crisis. You can give your organisation a score of 0–5, where 0 is “Not at all” and 5 is “Absolutely”.


Q1. To what extent do you think your organisation’s reputation would be considered when managing a serious issue or crisis (as opposed to operational or legal concerns)?

Q2. Are you confident that your senior management would think to communicate concern for those involved, control over the situation and a commitment to do all required?

Q3. Is your organisation’s reputation factored into day-to-day decision-making processes?

Q4. Are your reputational risks known, prioritised and managed by the senior management of your organization?


Q5. Does your organization have tools available to them to monitor and analyse the development of an issue or a crisis?

Q6. Do you feel confident that your organisation would know when and how to respond to a breaking social media crisis?

Q7. Has your organisation developed an influencer map to be able to prioritize communications in a crisis, both online and offline?

Q8. Do you feel, in a time of crisis, your organisation could quickly create a wide variety of social media content – from tweets and infographics to promoted video content?


Q9. Does your organisation have crisis processes and procedures in place that are well understood by all those that may have a role in managing a crisis situation?

Q10. Do all those with responsibilities in a crisis (including senior management and communications team) have specific responsibilities that are clearly laid out and understood?

Q11. Generally, do you have confidence in your senior management and communications teams to efficiently and effectively manage a situation that could cause long-term reputational damage or impact the ability to operate?

Q12. In the event of a potentially damaging situation, do you feel your organisation has enough goodwill in the bank with key stakeholders to protect the company?