Crisis Communication Plan

Background: Developed for COM 562, “Crisis Communication in Global Context,” this project showcases my expertise as a Digital Media Specialist and Public Relations Specialist. Under the guidance of Dr. Erin Tomson in Spring 2024, I designed a comprehensive public sector communication plan for the Town of Surfside, Florida, a community highly susceptible to natural disasters. The purpose of this project was to provide a blueprint for public communication efforts during emergencies.

Scope: This task required a few key elements to be completed:

• Writing. A great amount of the assignment involved writing detailed sections encompassing potential threats, communication protocols, and relevant stakeholders, as well as a draft of sample news releases and holding statements. 
• Content structure. To make information user-friendly, accessible, and ready to use during emergencies, I designed different sections for the plan, with relevant visuals and tables.
• Research and Analysis. I provided extensive research to identify the major potential crises that could arise during natural disasters, providing effective communication instructions according to the best practices in the field. Moreover, this task included deep analysis, especially the crisis assessment section.

One of the most challenging parts of the project was anticipating which crises pose the highest risk for a municipal authority.  However, considering the geographical aspects and natural phenomena, safety prevails in any vulnerable situation. Consequently, I focused my efforts on addressing in my plan the immediate emergency informational needs. 

Process: The crisis communication plan required a comprehensive approach and a step-by-step calendar of execution:

• Identify the organization and coordinate the project with the relevant representatives of the entity.
• Ensure the timely development of all the sections of the project( Introduction, Crisis, Assessment, Stakeholders, Communication Protocols, etc.).
• Identify crisis team representatives and delegate responsibilities, as well as draft communication protocols. 
• Create a table with clear, concise, and accessible information about the crisis communication team, as well as a few local journalists and mass media outlets, that could help with information dissemination during an emergency.
• Compilation of the different sections and written pieces in a final PDF document.

Lessons Learned: One important lesson useful in any communication crisis is to keep transparency, be empathetic, and take responsibility.