Developing a Crisis Communication Plan

When a crisis strikes a community association — whether it’s a natural disaster, a financial scandal, or a safety issue — the response must be prompt, measured, and organized. Having a crisis communication plan in place before an incident happens is essential for managing the situation effectively. A solid plan enables community association boards and managers to address the concerns of residents, the public, and the press while maintaining the trust and stability of the community.

A crisis communication plan provides a clear, structured approach to handling an emergency. It ensures key messages are delivered consistently, the right people are informed quickly, and no critical details are overlooked. A well-implemented plan helps prevent confusion, misinformation, and damage to the community’s reputation. It also reduces stress and anxiety among residents and stakeholders during uncertain times.

It’s important to recognize crises come in various levels, ranging from severe events like a natural disaster to less immediate issues such as leadership scandals or financial mismanagement. A major crisis will require an entirely different response than a less urgent situation such as a vendor dispute. Understanding the severity of the crisis helps determine the appropriate response, resources needed, and the urgency with which to act.

KEY ELEMENTS

A successful crisis communication plan includes several key components:

❚ CLEAR OBJECTIVES. Define what needs to be communicated and to whom to ensure no information is overlooked.

❚ CRISIS TEAM. Identify key individuals responsible for making decisions and managing communications.

❚ KEY MESSAGES. Develop consistent messages that provide reassurance, explain the situation, and outline next steps.

❚ COMMUNICATION CHANNELS. Decide which methods — community meetings, social media, website, or email — will be used to communicate with stakeholders.

❚ MEDIA MANAGEMENT. Assign a designated spokesperson to handle press inquiries to ensure a unified message is delivered.

STEPS FOR BOARDS AND MANAGERS

❚ BEFORE A CRISIS. Create a crisis communication plan. Focus on clarity, consistency, and preparedness. Your plan should include identifying potential crises, assembling a response team, and running tabletop exercises to test the plan. Regularly review and update the plan to address emerging risks. Pre-drafted templates for press releases and social media posts ensure a quick, organized response.

❚ DURING A CRISIS. Assess the situation quickly and activate the communication plan. Issue an initial statement as soon as possible and keep everyone informed with regular updates. Stay calm, transparent, and empathetic. Avoid speculation and unverified information.

❚ AFTER THE CRISIS. Once the immediate crisis is resolved, continue communication with residents. Update them on the resolution process and long-term plans. Boards and managers may face challenges such as handling media attention, addressing resident dissatisfaction, or navigating legal or insurance matters. Professional advice may be necessary to resolve complex issues. Conduct a post-crisis evaluation to identify what worked well and where improvements can be made.

WHAT TO AVOID

It’s critical to avoid speculation, panic, and making decisions without all the facts. Delaying communication can lead to confusion and loss of trust. Resist the urge to place blame or be defensive. Instead, focus on solutions and reassuring residents.

THE IMPORTANCE OF DRILLS

Practicing for a crisis is essential. Running drills and tabletop exercises help ensure everyone knows their roles and is ready to act quickly. This preparation builds confidence and uncovers weaknesses in the plan.

A strong, well-prepared communication plan ensures community association boards and managers can handle any crisis effectively while protecting the community’s reputation and restoring normalcy as quickly as possible.