We recently laid out why your organization needs a crisis communication plan, but once you have the plan in place, it’s not a “set it and forget it” document. Organizations that invest in training for their crisis communications response team are better prepared to work collaboratively when issues strike. By having a larger portion of an organization trained on the plan, everyone is prepared to respond instinctively, not just the communications team.
Why Crisis Response Training Matters
A crisis can escalate rapidly, leaving organizations with little time to react. A study by Freshfields Bruckhaus Deringer LLP found that 28% of crises spread internationally within an hour, and 69% within a day. Without a trained team that can act swiftly and decisively, companies risk losing control of the narrative before they even have a chance to respond.
Yet, despite these high stakes, 40% of companies lack a formal crisis management plan. Even those that have a plan often find that when a crisis hits, execution is the real challenge. On average, it takes 21 hours before companies can issue meaningful communication – a delay that can result in reputational damage, financial loss, and stakeholder distrust.
And the impact is long-lasting. 53% of companies’ share prices fail to recover to pre-crisis levels even a year later. This underscores the need for a proactive approach – not just in planning but in preparing your team to respond effectively.
Tabletop Exercises: Bringing Crisis Scenarios to Life
Tabletop exercises are one of the most effective ways to test and refine your team’s response skills, both with communications and operational recovery. These structured simulations walk teams through realistic crisis scenarios in a controlled environment, allowing them to:
- Evaluate Decision-Making Processes: Identify bottlenecks and areas for improvement in escalation protocols.
- Test Communication Strategies: Ensure messaging templates and response frameworks are effective across different stakeholder groups.
- Assess Team Readiness: Confirm that all stakeholders understand their roles and responsibilities in a crisis.
- Identify Gaps: Proactively address vulnerabilities in crisis plans before they become critical failures.
What Does This Look Like in Practice?
- Pre-planned Time: Tabletop exercises are scheduled in advance, with all participants aware of the session. Teams should be prepared for a half- or full-day commitment. While the Incident Communications Team (ICT) Lead may have a general understanding of the scenario, they typically won’t know all the details to ensure a more authentic response.
- Facilitator-Led Scenario: An external facilitator, such as an agency or communications partner, leads the exercise. They kick-off the session with a high-level overview of the crisis, including key players, initial impact, and early response actions. The facilitator should be well-versed in the organization’s crisis communications plan to guide the session effectively.
- Guided Prompts & Escalations: Throughout the exercise, the facilitator introduces prompts to help the team follow crisis response protocols, conduct fact-finding, and make critical decisions. The scenario may escalate in complexity, including unexpected “curve balls” designed to test adaptability and address gaps in real-time.
- Debrief: Once the scenario reaches its resolution, the facilitator leads a structured debrief. The team reviews their response, identifies challenges, and pinpoints areas for improvement—ensuring the insights gained translate into stronger crisis readiness.
Best Practices for Effective Crisis Response Training
The most effective crisis response teams continually train and evaluate themselves. Here are a few considerations for keeping your team ready:
- Train Regularly: Schedule crisis response training sessions at least twice a year to keep skills sharp and ensure new team members are up to speed (quarterly is even better!).
- Vary the Scenarios: Rotate different crisis situations, such as data breaches, executive misconduct, or product recalls, to test response flexibility. Where possible, ensure the exercise brings in leaders from multiple functional areas to stress test the organization.
- Engage Leadership: Senior executives and department heads should actively participate to reinforce the importance of crisis preparedness.
- Document Lessons Learned: After each training session, conduct a debrief to capture insights and refine the crisis communications plan accordingly.
- Leverage External Expertise: Consider bringing in crisis communications specialists to facilitate exercises and provide objective feedback through a best practices lens.
Don’t Wait Until a Crisis Happens
Crisis response training isn’t just a nice to have; it’s a critical safeguard for your organization’s reputation and stability. When a crisis strikes, your team should be ready to respond with confidence, clarity and speed.
Need help conducting training for your team? We specialize in crisis communications preparedness and can design a tailored training program to fit your organization’s readiness. Let’s talk.
