Crisis Management Team

A crisis management team is a group of individuals within an organization who are responsible for managing a crisis situation. The team may consist of executives, managers, subject matter experts, and other stakeholders. The primary role of the crisis management team is to prepare for and respond to crisis situations, including natural disasters, cyber attacks, product recalls, workplace accidents, and other emergency situations.

Key people in a Crisis Management Team (CMT) and their example tasks during a crisis

Here are a few examples of the key people in a Crisis Management Team and their tasks during a crisis. The specific roles and responsibilities will vary depending on the nature of the crisis and the organization involved.

1. Crisis Manager

The crisis manager is the overall leader of the CMT and is responsible for overseeing the response effort, making decisions regarding the strategy and objectives, and ensuring that all members of the team are working together effectively. Some example tasks for the crisis manager include:

• Assessing the situation and determining the appropriate response
• Establishing clear lines of communication and decision-making within the CMT
• Identifying and allocating necessary resources and personnel
• Maintaining situational awareness and adjusting the response as needed
• Coordinating with external stakeholders, such as government agencies or emergency services

2. Communication Specialist

The communication specialist is responsible for managing the flow of information during the crisis and ensuring that key stakeholders are informed and up-to-date. Some example tasks for the communication specialist include:

• Developing and executing a communication plan that includes key messages and target audiences
• Monitoring media coverage and social media to stay abreast of public sentiment and potential issues
• Providing regular updates to the public, stakeholders, and employees
• Managing internal communication channels, such as email updates or employee town hall meetings
• Coordinating with external agencies and organizations, such as the press or government officials

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3. Subject Matter Expert

The subject matter expert provides specialized knowledge and guidance to the CMT regarding technical or operational aspects of the crisis. Some example tasks for the subject matter expert include:

• Assessing the impact and severity of the crisis on the organization
• Providing recommendations for addressing the crisis, such as implementing safety protocols or mitigating risks
• Conducting assessments and analyses to inform decision-making
• Coordinating with external experts or consultants, as needed

Subject Matter Experts (SMEs) can vary depending on the nature of the crisis and the industry involved. Here are some examples of SMEs and their tasks in crisis management:

• Technical experts: In a crisis involving a technical issue, such as a cyber attack or equipment failure, technical experts can provide guidance on how to address the issue and prevent further damage.
• Legal experts: In a crisis involving legal implications, such as a product recall or compliance violation, legal experts can provide advice on the legal implications and potential consequences of various actions.
• Medical professionals: In a crisis involving public health or safety, such as a pandemic or natural disaster, medical professionals can provide expertise on how to prevent the spread of disease or provide medical treatment to those affected.
• Industry experts: In a crisis involving a specific industry or market, such as a financial crisis or supply chain disruption, industry experts can provide insights on how to address the issue and minimize the impact on the business.

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4. Finance experts

In a crisis management team, finance experts play a crucial role in managing the financial impact of a crisis on the organization. They are responsible for assessing the financial impact of the crisis, developing financial contingency plans, and communicating financial information to stakeholders.

During a crisis, finance experts in the crisis management team may be responsible for:

• Developing financial contingency plans: They create plans to ensure the organization has enough resources to manage the crisis, such as contingency funds, loans, or emergency lines of credit.
• Assessing financial impact: They analyze the potential financial impact of the crisis on the organization, including lost revenue, increased costs, and potential legal liabilities.
• Managing cash flow: They ensure that the organization has sufficient cash flow to meet its obligations and operate during the crisis.
• Communicating financial information: They communicate financial information to stakeholders such as shareholders, investors, and lenders to manage expectations and ensure transparency.
• Monitoring financial performance: They track the organization’s financial performance during and after the crisis and adjust financial plans as needed.

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5. IT experts

In a crisis management team, IT experts play a critical role in managing the technology infrastructure of an organization during a crisis. They are responsible for ensuring that technology systems remain functional, secure, and available during and after the crisis.

During a crisis, IT experts in the crisis management team may be responsible for:

• Assessing the impact on technology: They evaluate the potential impact of the crisis on the organization’s technology infrastructure, including hardware, software, networks, and data.
• Developing technology contingency plans: They create plans to ensure the organization’s technology systems remain functional and secure during the crisis, including backup systems, disaster recovery plans, and cybersecurity measures.
• Maintaining system functionality: They ensure that critical systems remain functional during the crisis and implement necessary repairs or upgrades to keep systems running.
• Ensuring data security: They maintain data security and privacy during the crisis, including protecting against cyber threats and managing access to sensitive information.
• Communicating technology information: They communicate technology-related information to stakeholders, including employees, customers, and vendors, to manage expectations and ensure transparency.

6. Operations

The Operations team is a crucial part of the Crisis Management Team, as they are responsible for ensuring that essential business functions and processes continue to operate smoothly during a crisis. Some of the key roles and responsibilities of the Operations team during a crisis include:

• Continuity of operations planning: Developing and implementing strategies and plans to ensure that critical business processes can continue to function during a crisis.
• Resource management: Coordinating and managing the use of resources, such as personnel, equipment, and facilities, to support business operations during a crisis.
• Supply chain management: Assessing and managing the impact of the crisis on the organization’s supply chain, including identifying alternative suppliers and developing contingency plans to ensure the continuity of critical supplies.
• Logistics and transportation: Coordinating and managing the movement of personnel, equipment, and supplies to ensure they reach their destination safely and on time.
• Emergency response: Working closely with other teams to respond to the crisis and ensure the safety of personnel and property.

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7. Sales and marketing

The sales and marketing team can play a crucial role in crisis management. During a crisis, their primary responsibility is to communicate with customers, clients, and stakeholders to ensure that they are informed and updated about the situation.

Examples of tasks that the sales and marketing team can undertake during a crisis include:

• Developing and implementing a communication strategy: The sales and marketing team can develop a communication strategy to keep customers and stakeholders informed about the situation. This can include updating the company website, sending out emails, and making phone calls to customers.
• Providing customer support: During a crisis, customers may have questions or concerns. The sales and marketing team can provide customer support and ensure that customers receive the necessary information and assistance.
• Monitoring social media: The sales and marketing team can monitor social media to ensure that customers are not spreading false information about the crisis. They can also use social media to communicate with customers and provide updates.
• Adjusting marketing strategies: The sales and marketing team can adjust marketing strategies to ensure that the company’s brand is not negatively impacted by the crisis. They can also develop new marketing campaigns that focus on the company’s response to the crisis.
• Gathering feedback: The sales and marketing team can gather feedback from customers and stakeholders about the company’s response to the crisis. This feedback can be used to improve the company’s crisis management strategy for future incidents.

8. Legal Advisor

The legal advisor provides legal advice and guidance to the CMT regarding the legal implications of the crisis. Some example tasks for the legal advisor include:

• Assessing potential legal risks and liabilities associated with the crisis
• Advising on regulatory compliance issues and legal requirements
• Drafting legal documents, such as waivers or contracts
• Coordinating with external legal counsel, if necessary

9. Human Resources Manager

The human resources manager is responsible for managing the welfare of employees during the crisis. Some example tasks for the human resources manager include:

• Providing support for employees who are directly affected by the crisis, such as counseling or medical assistance
• Developing and implementing employee safety protocols
• Managing remote work arrangements, if necessary
• Coordinating with external agencies or organizations to provide assistance or support to employees

10. Security Manager

The security manager is responsible for managing the physical security of the organization during the crisis. Some example tasks for the security manager include:

• Monitoring access to facilities and implementing security protocols
• Coordinating with law enforcement or other security agencies, as needed
• Conducting security assessments and risk analyses to inform decision-making
• Providing security support and assistance to employees, if necessary

11. External Affairs Coordinator

This person will be responsible for managing the external relationships with stakeholders, including government agencies, NGOs, and other partners.

The External Affairs Coordinator is a key member of the crisis management team who is responsible for managing external communications during a crisis. This person is typically a spokesperson for the organization and ensures that the organization’s message is communicated effectively to external stakeholders, such as the media, government agencies, and the public.

The External Affairs Coordinator’s main tasks during a crisis include:

• Developing and implementing a crisis communication plan that outlines how the organization will communicate with external stakeholders during a crisis.
• Acting as the primary spokesperson for the organization, including conducting media interviews and responding to inquiries from external stakeholders.
• Coordinating with other members of the crisis management team to ensure that all messaging is consistent and accurate.
• Monitoring media coverage of the crisis and proactively addressing any misinformation or negative coverage.
• Managing social media channels and ensuring that all communication is timely and appropriate.
• Liaising with government agencies and other external stakeholders to ensure that the organization is complying with any regulations or requirements.
• Providing regular updates to senior leadership on the status of external communications.

Examples of External Affairs Coordinator in crisis management team could be a public relations specialist, a corporate communications manager, or a government affairs manager.

Best Practices for Effective Crisis Response

Best practices for effective crisis response involve a set of guidelines that organizations follow to handle emergencies successfully. Some of these practices include:

Preparation

Establishing a crisis management team, developing a crisis management plan, and conducting regular training and simulations.
Example: A company that operates in a high-risk industry, such as oil and gas, should have a crisis management team in place and regularly conduct simulations to prepare for potential incidents.

Clear Communication

Maintaining open lines of communication with stakeholders, including employees, customers, suppliers, and the media, and providing timely and accurate information about the crisis.
Example: During a product recall, a company should provide clear and concise information to customers about the recall and steps they should take to protect themselves.

Flexibility

Being able to adapt and respond quickly to changing circumstances during a crisis situation.
Example: During a natural disaster, a company may need to adjust its crisis response plan based on changing weather conditions or other factors.

Empathy

Demonstrating empathy and compassion towards stakeholders who may be impacted by the crisis.
Example: A company that experiences a workplace accident should provide support to affected employees and their families.

Learning and improvement

Conducting a post-crisis review to identify areas for improvement and implementing changes to the crisis management plan.
Example: After a cyber attack, a company should review its incident response procedures and make changes to improve its cybersecurity posture.

By following these best practices, organizations can be better prepared to respond to a crisis and mitigate the impact on their stakeholders.

Examples of organizations that have effectively responded to crises include:

• Johnson & Johnson’s handling of the Tylenol poisoning crisis in 1982, which involved a swift and transparent response that helped rebuild consumer trust.
• Southwest Airlines – In 2018, a Southwest Airlines flight experienced an engine failure that resulted in a passenger’s death. The company responded by providing immediate assistance to passengers and their families, conducting an internal investigation, and implementing new safety protocols.
• The American Red Cross’s response to Hurricane Katrina in 2005, which involved mobilizing thousands of volunteers and resources to provide disaster relief.
• Domino’s Pizza – In 2009, two Domino’s employees posted a video on YouTube of themselves performing unsanitary acts with food. The company responded by issuing a public apology, firing the employees, and launching a social media campaign to regain customer trust.
• Airbnb – In 2011, a host’s home was trashed by a guest who had rented it through Airbnb. The company took swift action by reimbursing the host for damages, implementing a $1 million Host Guarantee, and enhancing its trust and safety policies.
• Target’s response to a data breach in 2013, which involved offering free credit monitoring to affected customers and implementing new security measures to prevent future breaches.

Photo credit: StockSnap via Pixabay

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