In times of crisis, effective communication becomes paramount to protect the reputation, operations, and stakeholders of an organization.

A well-prepared crisis communication team plays a crucial role in managing and mitigating the impact of a crisis.

From coordinating information to crafting consistent messaging, each team member has specific roles and responsibilities that contribute to the overall success of crisis communication efforts.

In this blog post, we will delve into the various roles within a crisis communication team and explore the specific responsibilities that help organizations navigate turbulent times.

By understanding these roles and their purposes, readers will gain insights into building robust crisis communication teams and be better equipped to handle future challenges effectively.

What is crisis communication and why it is important to set up crisis communication team 

Crisis communication refers to the strategic process of effectively communicating with internal and external stakeholders during a crisis or emergency situation. It involves managing information, addressing concerns, and maintaining a favorable reputation for the organization.

Setting up a crisis communication team is crucial for several reasons.

Firstly, crises can arise unexpectedly and pose significant risks to an organization’s reputation, financial stability, and relationships with stakeholders. By having a dedicated team in place, an organization can respond promptly and efficiently, mitigating the negative impact of the crisis.

Secondly, a crisis communication team brings together individuals with diverse expertise and perspectives, enabling comprehensive crisis management. Each team member plays a specific role and has defined responsibilities, allowing for a coordinated and strategic approach to communication.

Thirdly, a crisis communication team ensures consistent and accurate messaging during a crisis. Having a designated spokesperson and information coordinator helps prevent conflicting information and minimizes confusion among stakeholders, including employees, customers, partners, and the media.

Furthermore, an effective crisis communication team can help build trust and maintain credibility with stakeholders. By demonstrating transparency, empathy, and a proactive approach to communication, organizations can foster positive relationships even during challenging times.

Composition of Crisis Communication Team

The composition of a crisis communication team can vary depending on the size and nature of the organization, as well as the specific requirements of the crisis at hand. However, a typical crisis communication team may include the following key members:

1. Team Leader 

The Team Leader of a crisis communication team holds a crucial position with overarching responsibilities for coordinating and leading the team’s efforts during a crisis. Their role is pivotal in ensuring effective communication and strategic decision-making.

The following are the key roles and responsibilities of a Team Leader:

  1. Overall coordination: The Team Leader takes charge of coordinating all activities related to crisis communication. They oversee the team’s actions, set priorities, and ensure alignment with the organization’s goals and objectives.
  2. Decision-making: The Team Leader is responsible for making timely and informed decisions during a crisis. They analyze the situation, assess risks, and determine the most appropriate course of action for the organization. This includes deciding on communication strategies, key messages, and engagement with stakeholders.
  3. Liaison with top management: The Team Leader serves as a liaison between the crisis communication team and top management or executives. They keep management informed about the crisis situation, provide updates on communication efforts, and seek guidance or approvals as necessary.
  4. Stakeholder management: The Team Leader plays a vital role in identifying and prioritizing stakeholders who need to be engaged during the crisis. They develop strategies for effectively communicating with stakeholders, addressing their concerns, and managing expectations. This includes coordinating with public relations specialists, legal advisors, and other team members to ensure consistent messaging.
  5. Strategic direction: The Team Leader provides strategic direction for the crisis communication team. They assess the overall impact of the crisis on the organization’s reputation and objectives and develop a communication plan that aligns with the organization’s values and long-term goals.
  6. Team support and guidance: The Team Leader provides support and guidance to individual team members, fostering a collaborative and cohesive working environment. They ensure that team members have the necessary resources, information, and training to carry out their roles effectively.

2. Spokesperson 

The Spokesperson of a crisis communication team serves as the official representative of the organization during a crisis. They are responsible for communicating with the media, the public, and various stakeholders.

The role of the Spokesperson involves several key responsibilities, including:

  1. Media relations: The Spokesperson acts as the primary point of contact for the media during a crisis. They establish and maintain relationships with journalists, respond to media inquiries, and coordinate interviews and press conferences. Building positive and professional media relationships helps ensure accurate and consistent messaging.
  2. Message development: The Spokesperson plays a central role in developing key messages and talking points that align with the organization’s overall crisis communication strategy. They work closely with the crisis communication team and top management to craft messages that address the situation, provide necessary information, and convey empathy and transparency.
  3. Message delivery: It is the responsibility of the Spokesperson to deliver messages to the media and stakeholders effectively. They must communicate with clarity, confidence, and professionalism, adapting their communication style based on the audience and platform. The Spokesperson ensures that messages are consistent, accurate, and aligned with the organization’s values and objectives.
  4. Crisis monitoring: The Spokesperson keeps a close eye on media coverage, public sentiment, and social media platforms to gauge the impact of the crisis and identify emerging issues or concerns. They stay informed about the evolving situation and adjust messaging and communication strategies accordingly.
  5. Training and media coaching: The Spokesperson may provide media training and coaching to other team members or organizational leaders to enhance their communication skills during a crisis. They help prepare individuals to effectively represent the organization in media interviews or public appearances, ensuring a consistent and cohesive message.
  6. Crisis documentation: The Spokesperson keeps records of media interactions, press releases, and statements issued during the crisis. This documentation helps in evaluating the effectiveness of the crisis communication efforts, learning from the experience, and making improvements for future crises.

3. Information Coordinator

The role of an Information Coordinator is to manage and coordinate the gathering, organization, and dissemination of relevant information during a crisis. They play a crucial role in ensuring that accurate and timely information is available to the team and stakeholders.

The responsibilities of an Information Coordinator include:

  1. Information gathering: The Information Coordinator is responsible for gathering information related to the crisis from various internal and external sources. This may include monitoring news outlets, social media platforms, and internal communication channels to stay updated on the latest developments and ensure a comprehensive understanding of the situation.
  2. Information organization: Once information is collected, the Information Coordinator organizes and categorizes it to ensure easy accessibility and retrieval by the crisis communication team. They create a centralized repository or system where team members can access accurate and relevant information in a timely manner.
  3. Fact-checking and verification: It is the responsibility of the Information Coordinator to verify the accuracy and credibility of the information before it is disseminated. They cross-reference information from multiple sources, consult subject matter experts if necessary, and ensure that only verified information is shared with the team and stakeholders.
  4. Information dissemination: The Information Coordinator plays a crucial role in disseminating information to the crisis communication team in a timely manner. They keep team members informed about the latest updates, changes in the crisis situation, and any new information that may impact the communication strategy. This ensures that the team operates with the most up-to-date and accurate information.
  5. Monitoring media coverage and public sentiment: The Information Coordinator keeps a close eye on media coverage and public sentiment regarding the crisis. They monitor media outlets, social media platforms, and other sources to identify trends, gather feedback, and assess the overall perception of the organization’s communication efforts. This information helps in adapting the communication strategy as needed.
  6. Information security and confidentiality: In handling sensitive information during a crisis, the Information Coordinator ensures the security and confidentiality of data. They follow established protocols for data protection, adhere to privacy regulations, and ensure that only authorized individuals have access to the information.

4. Legal Advisor 

The Legal Advisor serves as a key resource for assessing legal implications, providing guidance, and ensuring compliance during a crisis. They play a critical role in managing the legal aspects of crisis communication.

The responsibilities of a Legal Advisor include:

  1. Legal risk assessment: The Legal Advisor assesses the legal risks associated with the crisis situation. They analyze the potential legal implications, such as liability, regulatory compliance, contractual obligations, and reputational risks. This assessment helps the crisis communication team understand the legal landscape and make informed decisions regarding communication strategies and actions.
  2. Reviewing statements and communications: The Legal Advisor reviews all statements, press releases, official communications, and public statements prepared by the crisis communication team. They ensure that the content is legally accurate, complies with applicable laws and regulations, and does not inadvertently create further legal risks for the organization.
  3. Compliance guidance: The Legal Advisor provides guidance on legal compliance throughout the crisis communication process. They advise on relevant legal requirements, such as privacy laws, intellectual property rights, defamation, disclosure obligations, and any other legal considerations specific to the industry or jurisdiction. Their expertise ensures that the organization remains compliant while effectively managing the crisis.
  4. Crisis response strategy: The Legal Advisor works closely with the crisis communication team to develop an effective crisis response strategy from a legal standpoint. They provide legal insights and considerations for the team to consider when developing communication plans, addressing stakeholders, and managing legal risks associated with the crisis.
  5. Media interactions and interviews: The Legal Advisor assists in preparing spokespersons and team members for media interactions and interviews. They provide guidance on legal issues related to media engagements, such as responding to sensitive questions, avoiding legal pitfalls, and maintaining consistency with the organization’s legal positions.
  6. Legal document review: The Legal Advisor reviews legal documents, such as contracts, agreements, or settlements, that may arise during the crisis. They ensure that these documents align with the organization’s communication strategy, protect the organization’s legal interests, and minimize any potential negative impacts resulting from the crisis.
  7. Crisis recovery and litigation: In cases where the crisis leads to litigation or legal proceedings, the Legal Advisor supports the crisis communication team in preparing legal responses, coordinating with legal counsel, and managing any legal fallout. They help ensure that legal obligations are met while maintaining effective communication and managing public perception..

5. Public Relations Specialist 

The Public Relations (PR) Specialist within a crisis communication team plays a vital role in managing the organization’s reputation and maintaining positive relationships with stakeholders during a crisis. They are responsible for developing and executing effective PR strategies that align with the overall crisis communication objectives.

The role and responsibilities of a PR Specialist include:

  1. Reputation management: The PR Specialist focuses on protecting and managing the organization’s reputation during a crisis. They assess the impact of the crisis on the organization’s image and develop strategies to mitigate negative perceptions. This may involve developing key messages, crafting positive narratives, and implementing reputation repair initiatives.
  2. Stakeholder communication: The PR Specialist develops communication strategies for engaging with various stakeholders, including employees, customers, investors, and the general public. They ensure that consistent and accurate information is provided to stakeholders, addressing their concerns, and managing expectations. The PR Specialist may utilize various communication channels, such as social media, websites, newsletters, or direct communication methods, to reach and engage stakeholders effectively.
  3. Message development and storytelling: The PR Specialist collaborates with the crisis communication team to develop key messages and craft compelling narratives that resonate with stakeholders. They focus on delivering messages that demonstrate empathy, transparency, and the organization’s commitment to resolving the crisis. Storytelling techniques may be employed to humanize the crisis, communicate organizational values, and inspire trust and confidence.
  4. Crisis communication materials: The PR Specialist creates and prepares communication materials specific to the crisis situation. This may include press releases, statements, FAQs, talking points, and other written or visual content. They ensure that these materials align with the organization’s messaging strategy, are accurate and consistent, and effectively convey the desired tone and information.
  5. Social media management: The PR Specialist oversees the organization’s presence on social media platforms during a crisis. They monitor social media conversations, respond to inquiries, address concerns, and share timely updates. The PR Specialist also helps manage potential social media crises and implements strategies to mitigate any negative impact on the organization’s reputation.
  6. Crisis recovery and post-crisis evaluation: Following the crisis, the PR Specialist assists in the organization’s recovery efforts. They develop post-crisis communication plans, monitor ongoing sentiment, and implement strategies to rebuild trust and credibility. The PR Specialist also participates in post-crisis evaluations to identify lessons learned and make recommendations for future crisis communication preparedness.

6. Technical Expert 

Technical Expert provides specialized knowledge and expertise related to the technical aspects of the crisis. They play a crucial role in understanding and addressing any technical issues or challenges that arise during a crisis.

The specific responsibilities of a Technical Expert may vary depending on the nature of the crisis and the industry, but their role generally includes:

  1. Technical assessment: The Technical Expert assesses the technical aspects of the crisis and evaluates the potential impact on the organization’s operations, infrastructure, systems, or products/services. They analyze the technical risks and challenges associated with the crisis and provide insights to the crisis communication team.
  2. Technical guidance: The Technical Expert offers guidance and recommendations to the crisis communication team on how to effectively communicate complex technical information to various stakeholders. They help translate technical jargon into clear and understandable language, ensuring that key messages are conveyed accurately.
  3. Crisis response planning: The Technical Expert collaborates with the crisis communication team to develop crisis response plans that address technical aspects. They contribute technical expertise in developing strategies and actions that mitigate the impact of the crisis and restore normal operations as quickly as possible.
  4. Information dissemination: During a crisis, the Technical Expert plays a role in disseminating technical information to internal and external stakeholders. They work closely with the Information Coordinator and PR Specialist to ensure accurate and relevant technical information is shared with the appropriate audiences in a timely manner.
  5. Coordinating with technical teams: The Technical Expert acts as a liaison between the crisis communication team and technical teams within the organization. They collaborate with IT, engineering, or other relevant departments to gather technical information, assess the feasibility of proposed actions, and provide updates on technical progress.
  6. Technical documentation: The Technical Expert ensures that technical documentation related to the crisis is accurate, up-to-date, and easily accessible. They may assist in creating or updating technical manuals, incident reports, or other documentation that helps capture lessons learned and supports future crisis preparedness.

7. Employee Communication Liaison 

The role of an Employee Communication Liaison is to facilitate effective communication and engagement with employees during a crisis. They act as a bridge between the crisis communication team and the organization’s workforce, ensuring that employees are informed, supported, and engaged throughout the crisis.

The responsibilities of an Employee Communication Liaison include:

  1. Internal communication coordination: The Employee Communication Liaison coordinates internal communication efforts within the organization during a crisis. They work closely with the crisis communication team to develop and execute communication plans that keep employees informed about the crisis situation, its impact on the organization, and any relevant updates or changes.
  2. Employee messaging development: The Employee Communication Liaison helps develop key messages and talking points tailored to the employee audience. They ensure that the messaging is clear, concise, and addresses the specific concerns and questions employees may have during a crisis. This may involve crafting messages that provide reassurance, guidance, and instructions related to safety, work schedules, or any changes in operations.
  3. Channel management: The Employee Communication Liaison manages the communication channels used to reach employees, such as email, intranet, internal newsletters, or digital platforms. They ensure that these channels are effectively utilized to disseminate information, updates, and resources to employees. The Employee Communication Liaison may also explore additional channels, such as employee town halls, webinars, or virtual meetings, to foster two-way communication and address employee feedback.
  4. Employee support and engagement: During a crisis, employees may experience uncertainty, anxiety, or confusion. The Employee Communication Liaison serves as a point of contact for employees to seek information, clarification, or support. They respond to employee inquiries, address concerns, and provide guidance. Additionally, the Employee Communication Liaison helps foster employee engagement by encouraging feedback, suggestions, and participation in initiatives aimed at supporting employees during the crisis.
  5. Communication training and resources: The Employee Communication Liaison may provide communication training or resources to employees, ensuring they are equipped with the necessary knowledge and skills to effectively communicate during the crisis. This may include guidance on how to respond to customer inquiries, communicate with external stakeholders, or manage difficult conversations related to the crisis.
  6. Feedback and sentiment analysis: The Employee Communication Liaison gathers employee feedback and monitors sentiment to assess the effectiveness of communication efforts. They listen to employee concerns, collect feedback, and relay it to the crisis communication team for consideration. By analyzing employee sentiment, the Employee Communication Liaison helps identify areas that require additional attention or improvement.
  7. Employee well-being initiatives: Recognizing the importance of employee well-being during a crisis, the Employee Communication Liaison may collaborate with HR or relevant departments to implement initiatives aimed at supporting employee morale, mental health, and resilience. This may involve organizing virtual wellness sessions, sharing resources on self-care, or promoting employee assistance programs.

8. Stakeholder Engagement Specialist 

The role of a Stakeholder Engagement Specialist within a crisis communication team is to manage and foster positive relationships with key stakeholders during a crisis. Stakeholders can include customers, suppliers, partners, government agencies, community members, and other entities that have a vested interest in the organization’s operations and reputation.

The Stakeholder Engagement Specialist’s responsibilities include:

  1. Stakeholder mapping and analysis: The Stakeholder Engagement Specialist identifies and maps the key stakeholders relevant to the crisis. They analyze the needs, concerns, and expectations of each stakeholder group to understand their potential impact on the organization and develop tailored communication strategies.
  2. Relationship building: The Stakeholder Engagement Specialist builds and maintains relationships with stakeholders before, during, and after a crisis. They establish open lines of communication, foster trust, and engage stakeholders in a proactive and transparent manner. Building strong relationships in advance can help facilitate smoother communication during a crisis.
  3. Stakeholder communication: The Stakeholder Engagement Specialist develops communication plans and strategies to effectively engage with stakeholders during a crisis. They ensure that stakeholders receive timely, accurate, and relevant information about the crisis, its impact on the organization, and the actions being taken to address the situation. The communication channels used may include meetings, emails, newsletters, social media, or dedicated stakeholder portals.
  4. Two-way communication: The Stakeholder Engagement Specialist facilitates two-way communication between the organization and stakeholders. They actively listen to stakeholder concerns, questions, and feedback, and provide timely and appropriate responses. This enables stakeholders to express their perspectives, seek clarifications, and contribute insights that can inform the organization’s crisis response and decision-making process.
  5. Issue resolution and conflict management: In situations where stakeholders have concerns or conflicts related to the crisis, the Stakeholder Engagement Specialist acts as a mediator. They address stakeholders’ issues, work towards resolution, and find common ground that aligns with the organization’s objectives. By effectively managing conflicts, the Stakeholder Engagement Specialist helps maintain positive relationships and reputation.
  6. Stakeholder support and assistance: During a crisis, stakeholders may require support or assistance from the organization. The Stakeholder Engagement Specialist ensures that the necessary resources, information, or services are provided to stakeholders in a timely and effective manner. This can include addressing customer inquiries, coordinating with suppliers to minimize disruptions, or collaborating with community members to address concerns.
  7. Stakeholder analysis and insights: The Stakeholder Engagement Specialist conducts ongoing analysis of stakeholder sentiment, concerns, and expectations. They provide insights to the crisis communication team regarding stakeholder perceptions, emerging issues, or changing dynamics. This information helps the team adapt communication strategies and actions to better address stakeholder needs and maintain positive relationships.
  8. Post-crisis relationship management: After the crisis has subsided, the Stakeholder Engagement Specialist continues to nurture relationships with stakeholders. They engage in post-crisis communication and follow-up, demonstrating the organization’s commitment to transparency, accountability, and ongoing collaboration. The Stakeholder Engagement Specialist also assesses the impact of the crisis on stakeholder relationships and develops strategies to rebuild trust, if necessary.

Final Words 

A well-structured crisis communication team is crucial for effectively managing and mitigating the impact of crises on an organization. Each team member has specific roles and responsibilities that contribute to a comprehensive and coordinated response. By understanding and fulfilling their respective roles, these team members work together to create a robust crisis communication framework.

Ultimately, a well-functioning crisis communication team, with clear roles and responsibilities, serves as the backbone of an organization’s crisis management efforts. By understanding and executing their duties, team members can help minimize the negative effects of crises, protect the organization’s reputation, maintain stakeholder trust, and facilitate a smooth path to recovery