What Makes a Successful Crisis Management Team and How to Build One

Introduction

Times are tough and unpredictable. The global business landscape these days is faced with multiple challenges, often unexpected, making the need for a dedicated crisis management team even more essential for organizations. For example, historic losses are being suffered as a result of class action lawsuits. In 2023 alone, plaintiffs in cases including product liability, antitrust, securities fraud, consumer fraud, and privacy were awarded more than $51 billion, according to Forbes.

What is a Crisis Management Team?

Often referred to as CMT, a crisis management team is a group of skilled individuals and experts in planning for, responding to, and mitigating the impact of different types of crises and related challenges that an organization may be faced with. The sole purpose of the CMT is to safeguard the company’s reputation, personnel, assets, and stakeholders during times of crisis.

Why is Having a Crisis Management Team Important?

One cannot over-emphasize the importance of having a crisis management team. When an organization is faced with unforeseen emergency events, like natural disasters, cybersecurity attacks, PR nightmares, or terrorist attacks, organizations with dedicated crisis management teams are always better equipped with the ability to respond immediately and effectively. The CMTs help contain and minimize damage, maintain operational and business continuity, and help protect the organization’s long-term interests.

So, in this article, I shall try to cover the different aspects that constitute creating and supporting a crisis management team. I’ll talk about the processes involved in building your CMT, what to consider when choosing your team members, and how to train them. Additionally, I’ll discuss how to ensure that your crisis management team is always supported and what strategies to adopt for maintaining and improving their effectiveness over time. Hopefully, by the end of this article, you’ll have gained a thorough understanding of how to establish and train a crisis management team that can help your organization fight against all types of turmoil.

Building Your Crisis Management Team

A. Selecting Team Members

Good crisis managers know how important it is to gather the right people to deal with a crisis successfully. For maximum efficiency, a CMT should be formed of highly competent individuals capable of operating smoothly even under high pressure. Though you may initially have to face resistance toward the formation of the team, it is more likely that the CMT will become a hit group once the program is rolled out. Keep in mind the need to keep the group agile and do not accept every interested person.

1. Identify Key Stakeholders

The very first step in the process of forming a crisis management team is identifying the key stakeholders. These individuals are crucial to the crisis response due to their knowledge, authority, or expertise within the organization. Also, Each member brings a unique perspective and set of skills that contribute to the overall effectiveness of the team. So, to ensure that all bases of the business are covered during crisis planning and response, key stakeholders must include representatives from various departments within the organization:

• Executive leadership
• Human resources
• Legal Department
• Public relations and communications
• Operations and facilities management
• Information technology
• Finance
• Security

By bringing together individuals from diverse areas, you create a well-rounded crisis management team that is capable of addressing multifaceted challenges.

2. Consider Diversity and Expertise

A well-rounded crisis management team is diverse, bringing together different viewpoints and expertise. Diversity in this context refers not only to demographic diversity but also to the diversity of thought, skills, and experience. Having a team with varied backgrounds can help in creative problem-solving and ensure that the team can address multiple facets of a crisis. For instance, including someone with expertise in public relations would be the smart move for handling communications, while a legal expert can navigate compliance and liability issues. Therefore, when selecting team members, consider factors such as:

• Professional background and expertise
• Industry experience
• Crisis management training or certifications
• Communication skills
• Decision-making abilities under pressure
• Cultural competence and language skills

A diverse crisis management team is better equipped to handle a wide array of potential crises and can provide more inclusive and practical solutions.

3. Assign Roles and Responsibilities

Once the potential team members have been identified, the next step is to assign specific roles and responsibilities. Clearly defining each member’s role ensures there is no confusion during a crisis. This helps ensure that everyone understands their particular duties and how they contribute to the overall crisis response effort. Assigning these roles based on each member’s strengths and expertise will help the team function smoothly during high-pressure situations. Some key roles to consider include:

• Crisis Team Leader: This role is often assigned to the head of risk and security for the organization. The crisis team leader oversees the entire crisis management process and makes high-level decisions.
• Communications Coordinator: The corporate head of the communications team manages the communication strategy. He or she is the ideal person in the CMT who can manage internal and external communications during a crisis while ensuring consistency across all channels.
• Operations Manager: The head of operations is responsible for coordinating logistics and resources for crisis response.
• Legal Advisor: The legal council provides direction and guidance regarding the legal ramifications, regulations, liability, and lawfulness of a crisis.
• HR Representative: Crises have a direct impact on people, so human resources’ involvement is a must. The HR representative is there to lead all efforts to support employees during and after the crises. He or she works closely with the communications person to ensure that employees and family members are kept informed in a timely and professional manner.
• IT Specialist: The IT person is responsible for digital risk mitigation. An expert in IT systems, he or she ensures that all potential IT security risks are considered and dealt with.
• Finance Manager: The finance team member of the CMT works with business units and assesses the financial impact of resources required for the proposed crisis response.
• Other Functional Roles: In some cases, depending on the type of crisis, other organizational leaders may be added to the CMT. This selection should be made based on their specific roles relative to what they do. At the same time, it should generally give the collective direction for the team to implement the relevant operational activity used in solving the crisis. Some of the additional departments that such leaders commonly come from include global security, real estate, risk management, and environmental health and safety (EHS).

By clearly defining these roles, you create a structured framework for your crisis management team to operate effectively when faced with challenging situations.

B. Training and development

A crisis management team is only as good as its preparation. Ongoing training and development are critical to ensuring the team is ready to respond effectively when a crisis occurs. Also, this ongoing process helps ensure that team members are well-prepared to handle various crisis scenarios and can work together seamlessly when the need arises.

1. Conduct Regular Training Sessions

Organizing regular training sessions for your crisis management team is essential for maintaining their readiness and improving their skills. These sessions should cover a range of scenarios, from natural disasters and cyber-attacks to supply chain disruptions and terrorist threats. These sessions should cover a wide range of topics, including:

• Crisis management principles and best practices
• Role-specific training for each team member
• Communication protocols and media relations
• Decision-making under pressure
• Incident command system (ICS) principles
• Risk assessment and mitigation strategies
• Legal and ethical considerations in crisis management

Regular training helps keep team members engaged and up-to-date on the latest crisis management techniques and technologies.

2. Provide Resources for Ongoing Education

In addition to training sessions, providing resources for ongoing education is crucial. This could include access to webinars, workshops, and conferences on crisis management best practices. Encouraging team members to pursue relevant certifications, such as Certified Emergency Manager (CEM) or Crisis Management Professional (CMP), can also enhance their skills and credibility. This can include:

• Access to industry publications and research
• Attendance at relevant conferences and workshops
• Online courses and webinars on crisis management topics
• Subscriptions to crisis management software and tools
• Networking opportunities with other crisis management professionals

By investing in ongoing education, you demonstrate your commitment to the team’s growth and ensure they have access to the latest information and best practices in crisis management.

3. Simulate Crisis Scenarios to Practice Response

Simulating crisis scenarios is one of the most effective ways to prepare a crisis management team. These simulations, often called tabletop exercises or full-scale drills, allow the team to practice their response in a controlled environment. By simulating different types of crises, the team can identify weaknesses in their plans and make necessary adjustments. This hands-on approach helps build confidence and ensures the team is well-prepared for real-life situations. When conducting crisis simulations:

• Create diverse scenarios that reflect potential real-world crises your organization may face
• Involve all team members and relevant stakeholders in the simulation
• Use realistic communication channels and tools
• Introduce unexpected challenges and complications to test adaptability
• Conduct thorough debriefings after each simulation to identify areas for improvement

Supporting Your Crisis Management Team

A. Establishing Communication Protocols

Effective communication is the backbone of successful crisis management. Establishing clear communication protocols ensures that your crisis management team can coordinate their efforts efficiently and disseminate information accurately during high-pressure situations.

1. Develop a Communication Plan

Clear and effective communication is the backbone of any crisis response. Developing a comprehensive communication plan is essential to ensure all team members are on the same page. The plan should outline how information will be communicated internally among team members and externally to stakeholders, the public, and the media. It should also define the chain of command and specify who is authorized to make decisions and speak on behalf of the organization. This plan should outline:

• Key messaging and talking points for various crisis scenarios
• Approval processes for public statements and press releases
• Designated spokespersons for different types of crises
• Guidelines for social media usage during a crisis
• Procedures for updating stakeholders, including employees, customers, and partners
• Strategies for managing media inquiries and interview requests

2. Implement a Notification System

A robust notification system is crucial for quickly alerting team members and stakeholders during a crisis. This system should include multiple channels, such as phone calls, text messages, emails, and social media alerts, to ensure that everyone receives timely information. The system should also have a mechanism for confirming receipt of messages to ensure that all team members are aware of the situation and ready to respond. As suggested by Erik Antons, CPP, PSP, consider the following:

• Establish or contract a dedicated crisis management program phone number, managed by a 24/7 operations center (SOC).
• The operations center should be experienced in handling crisis notifications, providing initial guidance, triaging calls, and notifying the appropriate team.
• Options include subscribing to a mass notification platform or using a dedicated cell phone number linked to an internal operations center.
• Emergency notification software that can send alerts via multiple channels (e.g., text, email, phone calls)
• Introduce a “filter” role to assess whether an event qualifies as a crisis before notifying the full team. The filter assesses if the event is a true crisis or merely a local emergency that does not require full CMT activation.
• Having a filter role to double-check incident evaluations encourages more frequent reporting by colleagues. This proactive reporting allows the organization to respond to crises more quickly and efficiently through the crisis management function.
• A clear decision making criteria for different levels of crises
• Key considerations for determining if an event necessitates CMT activation:
  • Potential impact on the organization’s reputation or operations at regional or global levels.
  • Need for additional resources to manage the incident.
  • Whether the incident affects strategic direction or future planning.
  • In most cases, incidents may not warrant CMT activation but still require notifying stakeholders through emails or phone calls.
• Pre-defined contact lists for various crisis scenarios
• Regular testing and updating of the notification system to ensure reliability

3. Ensure All Team Members have Access to Necessary Tools

Access to the right tools and technology is vital for effective crisis management. This includes communication tools, such as encrypted messaging apps and secure video conferencing platforms, as well as data analysis tools that can help assess the situation in real time. Ensuring all team members have access to these tools and are trained in their use is crucial for maintaining effective communication during a crisis. Make sure that all team members have access to:

• Crisis management software or platforms for collaboration and information sharing
• Secure communication channels for sensitive discussions
• Up-to-date contact lists and emergency procedures
• Mobile devices or laptops for remote access to critical information
• Backup power sources and alternative communication methods in case of infrastructure failures

B. Providing Emotional Support

Crisis management can be emotionally taxing, and it’s crucial to support your team’s mental well-being to maintain their effectiveness and prevent burnout.

1. Recognize the Toll Crisis Management Can Take

Crisis management can be mentally and emotionally draining. Team members often deal with high-stress situations, long hours, and the pressure to make quick decisions. Recognizing the toll this can take on the team is important for maintaining morale and performance. Providing emotional support and fostering a culture of empathy can help team members feel valued and supported. This recognition can include:

• Regular check-ins with team members to assess their well-being
• Creating a supportive team culture that encourages open communication about stress and challenges
• Providing training on stress management and resilience-building techniques
• Offering flexible work arrangements when possible to help team members balance their responsibilities

2. Encourage Self-Care Practices

Promote self-care among your crisis management team members to help them maintain their physical and mental health. Encourage practices such as:

• Regular exercise and physical activity
• Mindfulness and meditation techniques
• Healthy eating habits and adequate sleep
• Time management skills to balance work and personal life
• Hobbies and activities outside of work for stress relief

3. Offer Counseling Resources for Team Members

Providing access to counseling resources can be incredibly beneficial for team members who may struggle with the emotional impact of crisis management. This can include:

• Employee assistance programs (EAPs) with confidential counseling services
• On-site counselors or therapists during and after major crises
• Group debriefing sessions following significant incidents
• Resources for stress management and coping strategies
• Peer support programs within the crisis management team

By offering these resources, you demonstrate your commitment to your team’s well-being and help them maintain their resilience in the face of challenging situations.

Maintaining and Improving Your Crisis Management Team

A. Conducting Regular Reviews and Updates

A crisis management team’s effectiveness is not static; it requires regular maintenance and improvement to remain effective.

1. Evaluate Team Performance After Each Crisis

After every crisis, it is essential to conduct a thorough evaluation of the team’s performance. This assessment should include:

• A detailed timeline of events and actions taken
• Analysis of the effectiveness of communication efforts
• Identification of successes and areas for improvement
• Feedback from team members, stakeholders, and affected parties
• Comparison of outcomes against predetermined crisis management objectives

These evaluations provide valuable insights into your team’s strengths and weaknesses, helping you refine your crisis management approach.

2. Identify Areas for Improvement

Based on the performance evaluations and ongoing observations, identify specific areas where your crisis management team can improve. This may include:

• Enhancing communication processes
• Updating crisis response plans
• Addressing gaps in team member skills or knowledge
• Improving coordination with external partners or agencies
• Upgrading technology or tools used in crisis management

Regularly assessing and addressing these areas for improvement helps your crisis management team stay ahead of evolving challenges.

3. Implement Changes Based on Feedback

Once areas for improvement have been identified, it is essential to implement changes promptly. This process may involve:

• Updating crisis management policies and procedures
• Providing additional training or resources to team members
• Restructuring team roles or responsibilities
• Investing in new technologies or tools to support crisis management efforts
• Revising communication strategies based on lessons learned

By actively implementing changes based on feedback and evaluations, you demonstrate your commitment to continuous improvement and help your crisis management team evolve to meet new challenges.

B. Building Relationships with External Resources

1. Establish partnerships with external agencies

Develop strong relationships with relevant external agencies that may be involved in crisis response. This can include:

• Local law enforcement and emergency services
• Government agencies and regulatory bodies
• Industry associations and professional networks
• Media outlets and public relations firms
• Disaster recovery and business continuity specialists

Cultivating these partnerships before a crisis occurs can lead to more effective collaboration when you need it most.

2. Collaborate with Industry Peers for Best Practices

Engage with other organizations in your industry to share knowledge and best practices in crisis management. This collaboration can involve:

• Participating in industry-specific crisis management forums or working groups
• Attending conferences and workshops focused on crisis management
• Sharing case studies and lessons learned from past crises
• Conducting joint crisis simulations or tabletop exercises
• Establishing mutual aid agreements for resource sharing during crises

By collaborating with industry peers, you can gain valuable insights and stay informed about emerging trends and challenges in crisis management.

3. Stay Informed on Industry Trends and Developments

Keeping your crisis management team up-to-date on the latest industry trends and developments is crucial for maintaining their effectiveness. Encourage team members to:

• Subscribe to relevant industry publications and newsletters
• Participate in webinars and online courses on emerging crisis management topics
• Attend industry conferences and seminars
• Engage with professional associations focused on crisis management
• Monitor social media and online forums for discussions on crisis management trends

By staying informed, your crisis management team can anticipate potential challenges and adapt their strategies accordingly.

Conclusion

Creating and supporting a crisis management team is a critical investment for any organization seeking to protect its interests and stakeholders in times of uncertainty. Throughout this comprehensive guide, I have explored the key aspects of building, supporting, and maintaining an effective crisis management team.

I have discussed the importance of carefully selecting team members, providing thorough training and development opportunities, and establishing clear communication protocols. I have also emphasized the need for emotional support and ongoing improvement through regular evaluations and updates.

By implementing these strategies and best practices, organizations can develop a crisis management team that is well-prepared to handle a wide range of potential challenges. Such a team can make the difference between a crisis that spirals out of control and one that is effectively managed with minimal impact on the organization.

As you reflect on the insights shared in this article, I encourage you to take action to create or enhance your own crisis management team. Whether you’re starting from scratch or looking to improve an existing team, the steps outlined here can help you build a more resilient and effective crisis management capability.

Remember, the time to prepare for a crisis is before it happens. By investing in your crisis management team today, you’re safeguarding your organization’s future and demonstrating your commitment to responsible leadership.

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