Creating a Crisis Communications Plan

Creating a Crisis Communications Plan for public utilities, such as gas or electric, is crucial to effectively address unforeseen incidents and maintain public trust. Here's a suggested outline based on the discussion of the Change Advisory Board (CAB) and the general needs of public utilities

1. INTRODUCTION

Purpose: Define the objective of the plan.
Scope: Identify the range of crises covered.

2. CRISIS DEFINITION & CLASSIFICATION

Definition: What constitutes a crisis for the utility?
Severity Levels: Categorize crisis levels (e.g., minor, moderate, severe) with descriptions.

3. CRISIS COMMUNICATIONS TEAM (CCT)

Roles & Responsibilities: Outline each member's duties (e.g., spokesperson, liaison).
Contact Information: Provide up-to-date contact details for each CCT member.

4. STAKEHOLDER IDENTIFICATION

Internal Stakeholders: Employees, board members, shareholders.
External Stakeholders: Customers, media, government entities, regulatory bodies, community leaders.

5. COMMUNICATION APPROACH

Immediate Response: Initial acknowledgment and assurance of action.
Ongoing Updates: Regular updates about the situation, actions taken, and expected outcomes.
Post-Crisis Communication: Reflection, lessons learned, and future mitigation plans.

6. COMMUNICATION CHANNELS

Internal: Emails, intranet, staff meetings.
External: Press releases, media conferences, social media, official website, direct communication (e.g., letters or emails to affected parties).

7. MESSAGING AND FORMAT

Key Messages: Predetermined messages tailored for different types of crises.
Holding Statements: Immediate response statements for use before all facts are gathered.
Detailed Statements: More comprehensive information after initial assessment.
Templates: Pre-crafted templates for various scenarios to expedite communication.

8. MEDIA HANDLING

Media Spokesperson: Designate who will represent the organization.
Media Training: Ensure designated representatives are well-prepared.
Press Conference Logistics: Outline the process for organizing press meets.

9. COMMUNICATION TOOLS & TECHNOLOGIES

Alert Systems: Technologies for mass notification.
Social Media Management: Tools for tracking and responding on social platforms.
Media Monitoring: Tools to monitor media outlets for accurate representation and to address misinformation.

10. REVIEW AND TESTING

Regular Updates: Scheduled review of the plan to ensure current relevance.
Mock Drills: Simulate crises to test the effectiveness of the plan and refine as needed.

11. POST-CRISIS ANALYSIS

Debrief: Analyze what went well and where improvements are needed.
Feedback Collection: Gather feedback from stakeholders on communication effectiveness.
Report: Document findings and recommendations for future improvements.

12. REFERENCES & APPENDICES

Resource Directory: List of important contacts, agencies, and vendors.
Historical Data: Previous crisis cases, actions taken, and outcomes.
Glossary: Definitions of technical terms or jargon.

By creating a comprehensive Crisis Communications Plan, public utilities can be well-prepared to address any unforeseen incidents, ensuring they manage the situation effectively and maintain the trust of both their internal and external stakeholders.