The 4 phases of crisis communication

Crises can be divided into exactly four phases: the potential crisis phase, the latent crisis phase, the acute crisis phase, and the post-crisis phase. These classifications enable us to understand the dynamics of a crisis. At the same time, when thecharacteristics of these different phases are understood, it becomes more apparent how to react to them. In order to keep a general overview, and easily identify your current crisis communication phase (and how you should respond accordingly), we’ve made a summary for you to reference.

1.) The potential crisis phase

In the potential crisis phase, it is becoming apparent that a crisis event may be approaching in the foreseeable future – for example, the outbreak of the first COVID-19 cases in China. At that time, an outbreak of the disease was not expected in Europe (and certainly not such a serious one), but it was within the realm of possibility. In this phase, it is crucial for companies to prepare themselves mentally and organizationally for a crisis, even if it is still seen as a distant possibility. This can be done, for example, by forming a crisis team and clarifying responsibilities. This crisis team is responsible for using the information at hand to prepare possible future scenarios as well as define concrete communication measures and standard language regulations in advance. You can find even more tips here. 

Through targeted pre-emptive communication, crisis teams can strengthen the trust and sense of security of employees during the onset of a crisis. This provides a strong foundation when entering the latent and acute crisis phases.

2.) The latent crisis phase

In the latent crisis phase the first signs of the crisis are evident (e.g. first COVID-19 cases in Germany). This is known as crisis identification. Even so, there are still many possibilities to act and react to warning signs. If this is successful, the term used is crisis prevention. “Issue management” is a common tool at this level. This is defined as identifying the initial changes in the overall environment while still in the formation process. Unlike in the potential crisis phase, responses and strategies can be based on known facts, and are therefore not purely speculative. What would happen if an employee on the production line fell ill? How do we handle employees working from home? These questions can be specifically addressed in the latent phase. At the same time, concrete actions can be implemented, such as the closure of a facility or the setting up of home offices. This allows a crisis to be addressed proactively at this early stage and reduces the probability of a breakdown.

3.) The acute crisis phase

In this phase, the crisis is now acutely felt. This is normally the case when the measures of the previous phases were not able to contain the crisis, or when a natural disaster or unforeseen event occurs. The current COVID-19 pandemic can be considered a unique case. The course of events in Asia – the potential and latent crisis phase – provided indications of the emerging crisis even before the acute outbreak in Europe. At the same time, there was a rapid increase in the number of cases, little previous knowledge of the disease, and new information almost daily, to the point that the current situation exhibits the characteristics of a natural disaster. Here, communication is characterized by the swift reaction to new information. 

In this phase, companies benefit from a well-developed crisis plan. It must also be ensured that news and important announcements reach all employees and, in the best case, that the company’s productivity can be maintained. A Social Intranet or a mobile employee app like COYO can be of assistance here. You can learn more about how it works here.

4.) The post-crisis phase

When a crisis is over, it’s time for an evaluation: which methods have proven successful, how can my company better prepare itself for future crises, and what is the next step? This analysis is particularly important for the long-term success of the company. In terms of communication, this means that it is essential for employees to be informed about possible changes. At the same time, the diverse experiences of the employees should be collected and further insights gained. Interaction with the workforce, therefore, plays a decisive role in this phase. In this way, the crisis can lead to change and meaningful improvements.

👍🏻 Advantages of good crisis communication

Effective crisis management and the corresponding communication primarily serve to safeguard the workforce. This should always be the highest priority, especially in health crises. Tackling the respective phases with the right tools can help mitigate the crisis. It is essential to take decisive action and to communicate decisions to employees quickly and reliably. Any measures taken will also have a lasting effect on a company, and decisive and competent action will lead to long-term gains in employee confidence. 

At the same time, there is no harm in addressing topics such as working from home and having a digital workplace, as well as taking steps to set up this type of workplace for everyone.