
Crisis rarely sends a calendar invite.
But when it hits, your response can either contain the damage or make things worse.
If you’re thinking a crisis management plan only matters during once-in-a-decade disasters like pandemics or cyberattacks, think again. Internal slip-ups like poor communication, policy gaps or bad decisions can quietly escalate into full-blown crises, too.
That’s why having a plan puts you ahead of the curve. In fact, you’re already ahead of 45% of U.S. businesses that have never even considered creating one.
This guide will walk you through how to build an effective crisis management plan. I'll also share real-life examples of companies that have successfully navigated crises, along with customizable templates to help you prepare better before things go off the rails.
Let's dive in!
A crisis management plan is a document that outlines the steps you'll take to handle a crisis that’s already unfolding or could happen in the future.
This plan can be tailored to manage specific crisis scenarios such as financial crisis, operational crisis, legal and regulatory crisis, reputational crisis, natural disasters and more.
If you're creating a crisis plan while the crisis is already happening, you're too late. The goal is to prepare in advance so your team can act swiftly, decisively and with clarity. When a crisis hits, your team can quickly refer back to the plan and check off what needs to be done.
While it’s impossible to predict the exact type or timing of a crisis, risk analysis can help you identify and prioritize potential threats your company may face. This insight will assist in designing an effective crisis response strategy.
A good plan should help you achieve the Six C’s of crisis response:
Most importantly, your crisis plan should be revisited regularly, tested through drills and updated as new risks or changes emerge. That way, your team is always prepared, not reactive.
One founder who experienced this firsthand is Aamir Qutub, CEO of Enterprise Monkey. His team had just finished drafting their crisis management plan when disaster struck:
"I'll never forget the morning a power outage completely shut down our cloud servers. It was chaos. Phones ringing, Slack exploding, clients panicking. But luckily, we had just completed our Crisis Management Plan two weeks earlier. We followed the steps like a fire drill — fallback servers kicked in, staff reallocated, clients reassured. That doc saved us six figures in client churn.”
While all three plans help organizations prepare for disruptions, they serve different purposes.
As Tony Jaques, author of Crises Counsel, warns:
“Any organization that imagines that a business continuity plan makes it ‘crisis prepared’ is due for a big and costly surprise.”
The same goes for emergency response planning. Each type of plan addresses different scenarios and is typically managed by different teams.
Here’s how they compare:
Aspect | Crisis Management Plan | Business Continuity Plan | Emergency Response Plan |
Plan Type | Strategic | Operational | Tactical |
Purpose | Manage reputational, financial and strategic threats from high-impact events | Ensure critical business functions can continue or recover quickly | Protect life, property and environment in immediate emergencies |
When to Use It | During and after a crisis that could damage public trust or disrupt overall operations | Before, during and after disruptions affecting normal business operations | At the onset of sudden emergencies (e.g., fire, explosion, medical emergency) |
Who Uses It? | Executives, crisis management team, legal, PR, HR, senior leadership | Business unit leaders, IT, facilities, operations, continuity planners | Safety officers, security, emergency response teams, first responders |
There are foundational elements every crisis plan should include to keep your response focused, accountable and effective. These components include:
There are several models for understanding crisis management phases, but the Mitroff model is one of the most complete and widely used. It breaks down crisis management into five clear phases that help you prepare, respond and bounce back afterward.
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Most crises don’t come out of nowhere. There are usually warning signs. This phase is where you catch them before a full-blown crisis erupts. Signals could be:
Organizations that ignore these early signs often end up blindsided. That’s why this phase emphasizes having systems in place to track risk indicators and encourage open reporting, whether through whistleblowing or upward communication.
Once potential threats are identified, the next step is to prepare and prevent them.
This phase involves developing crisis management plans, training response teams, running simulations or tabletop exercises and creating communication strategies. It also means reinforcing systems and policies that reduce risk. The goal is to build capacity to respond effectively and reduce the likelihood of the crisis occurring in the first place.
If a crisis occurs, the focus shifts to limiting the damage as quickly as possible.
In most cases, the CEO or another senior executive will officially declare the crisis and activate the response plan. This is followed by coordinated team actions and clear communication with stakeholders to prevent the situation from escalating.
This phase involves restoring operations, rebuilding trust, and addressing the long-term impact on customers, employees, finances and reputation. Recovery efforts may include steps such as customer outreach, system repairs and legal settlements. Depending on the crisis, recovery could take days or years.
After the crisis is resolved, you should conduct a post-crisis analysis. Where did things go wrong? What worked? What should be updated?
These insights are important for refining the crisis management plan and ensuring that the organization is better prepared for similar events in the future.
The steps below will help you build a plan that’s practical, flexible and easy to activate when it matters most.
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Blind spots are a major reason companies are caught off guard by a crisis. To get a 360-degree view, your first step in creating a crisis management plan should be to brainstorm every potential scenario that could affect your business. These could relate to your industry, your location, your operations or your customers.
Start by digging into every department and asking: what challenges here could escalate into a full-blown crisis?
You can also run a SWOT analysis to uncover less obvious risks. Gianluca Ferruggia, General Manager of DesignRush, recommends this method:
“Based on my experience at DesignRush, developing a crisis management plan begins with a thorough awareness of your company's particular weaknesses, including less evident ones like supply chain dependencies or key staff availability, as well as more visible ones like PR crisis or IT failures.”
Here are a few crisis examples grouped by category:
Keep in mind that not every problem is a crisis. Some are simply issues that cause frustration but don’t result in long-term damage. A true crisis affects your people, operations, finances or brand at a deeper level.
To help you decide if a situation qualifies as a crisis, evaluate it using these questions:
Here’s a brainstorming template you can customize when conducting this session with your team members.
After listing possible crisis scenarios, the next step is to prioritize them based on risk. A good way to do this is by using a quantitative risk assessment, which gives you a data-backed view of how often a crisis might occur and how much damage it could cause.
For each crisis, estimate:
Consider this scenario:
Let’s say your company relies heavily on online sales and you’ve identified a website outage as a potential crisis.
During your risk assessment session, you come up with the following estimates:
This means website outages could cost your business $150,000 annually. With this figure, leadership can compare it against other potential crises and prioritize investments such as upgrading servers, adding backups or improving cybersecurity.
This approach helps decision-makers to allocate resources where they’ll have the most impact.
Before you dive into response strategies, assemble a core team of people with the right expertise, authority and decision-making power. The goal is to build a standing team that can activate quickly and work together under pressure.
In most organizations, the Chief Operating Officer or Risk Manager typically coordinates this team.
Your crisis management team should include two main layers:
Habib Rkha, Founder of QCADVISOR, explains his approach:
“One of the foundational elements we built into our crisis management plan from day one was a clearly defined crisis leadership structure—because in our line of work, speed and clarity are non-negotiable when disruptions strike.
I’ve seen firsthand how supply chain issues and compliance failures can escalate rapidly if there’s no clear ownership of the response. That’s why we developed a leadership framework where every crisis scenario—whether it’s a vendor audit failure or regulatory breach—has a designated lead with decision-making authority and a structured escalation path.
We also conduct routine simulations to keep the team ready and aligned. This not only streamlines our internal response but ensures clients are kept informed with speed and transparency. Habib says”
You can receive input from across departments through structured surveys, brainstorming sessions or tabletop exercises.
With input from your crisis management team, create a detailed action plan for the most likely or high-impact crisis scenarios.
Each plan should outline how you'll recognize when a crisis has occurred and what actions your team will take in the first minutes, hours and days that follow.
Luca Dal Zotto, Co-founder of Rent a Mac, shares his approach:
“Create a "72-hour action plan" focusing on immediate cash flow protection and stakeholder communication. The initial 72 hours of any crisis will either save your company or irreparably damage it. My plan initially addresses three key objectives: protecting near-term liquidity, communicating with critical stakeholders, and implementing cost-cutting measures that preserve vital operations.
When our primary supplier abruptly could no longer ship inventory during the 2020 supply chain disruption, this system saved Rent a Mac. Within 24 hours, I activated our pre-negotiated relationships with three backup suppliers and informed over 150 customers of the delayed delivery in advance. I transitioned temporarily to longer-term rentals to maintain 80% of our revenue. Without this formalized process, we would have lost 60% of our customers and nearly gone bankrupt says Luca”
While each response plan will vary based on the type of crisis, here are some key questions to help guide your planning:
It’s also important to establish a communication protocol for both internal and external communication. For internal communication, consider setting up dedicated Slack channels for real-time updates or SMS alert systems for urgent notifications. For external audiences, you could prepare crisis press release templates and assign a dedicated spokesman.
Once your crisis management strategy is mapped out, the next critical step is to turn it into a clear, easy-to-access document your team can rely on.
In the heat of a crisis, your team won’t have time to dig through emails or Slack threads.
They’ll need a document that’s easy to read, easy to navigate and instantly actionable.
We’ve already shared the key elements to include in your plan. Now, it’s all about packaging that information in a way that’s intuitive and accessible.
The good news is that I’ve shared customizable templates below to get you up to speed quickly. Once you’re done adding the content, export the document and make it available in multiple formats to support different environments:
Also, assign ownership. Someone on your crisis team should be responsible for maintaining the document.
Here’s how Aamir Qutub, Founder and CEO of Enterprise Monkey, approaches it:
“Each plan lives in the cloud, backed up and reviewed quarterly after dry runs. We don't print it—speed demands it is searchable and digital.”
A well-written crisis management plan is only effective if your team knows how to use it. Regularly train your crisis management team on every aspect of the plan.
Providing opportunities for practice is also a key element in any effective training. Your employees need hands-on experience applying your crisis plan in realistic scenarios.
Here are some ways you can incorporate that:
If you want to create a crisis management training plan or crisis training resources like manuals, checklists, ebooks, infographics, videos and more, Visme has a wide range of templates and features that’ll make it impactful. Our platform is compatible with various learning management system (LMS) import formats, including SCORM, xAPI, and HTML5.
Your crisis management plan (CMP) should just sit on your shelf. It must evolve with your industry risks and the company’s experiences.
To keep it relevant and effective, schedule regular reviews on a quarterly and annual basis. These check-ins will ensure that the plan reflects current team structures, communication tools, risk levels and regulatory requirements.
In addition to scheduled updates, revisit the plan after any crisis or near-miss. Conduct a post-crisis analysis to identify what went well, what failed, and where improvements are needed.
Visme offers ready-made crisis management templates for different scenarios.
You can easily customize them with our drag-and-drop editor to reflect your brand and structure your information clearly.
Here are a few templates that you can customize right away:
In 2024 alone, natural disasters caused over 1 billion in damages in the US. With this template, you can be confident that your team has a well-strategized plan to handle any natural disaster.
It includes essential sections like the situation overview, environmental protection readiness and coordination with government and regulatory bodies.
The crisis response team section highlights only the team lead by name and groups the rest by functional units. This makes it easier to switch personnel when needed without having to constantly edit the plan.
The risk assessment section uses a table to clearly outline the severity and likelihood of each risk, along with mitigation strategies to help you communicate detailed information without overwhelming your audience.
To collect input from your management team, use our collaboration tools. Team members can review, comment and approve updates in real time.
Discovering a defect or quality issue after your products have already reached customers damages your brand image and finances. This template helps you respond quickly and confidently.
It guides you through key areas like monitoring for product issues, identifying defects, managing the recall process and communicating clearly with customers and stakeholders.
Need to clarify roles and responsibilities? Use Visme’s flowchart feature to map out your chain of command so everyone knows who’s in charge and when. Want to show how a crisis could unfold? You can embed icons, images and even short videos to make scenarios easier to grasp.
Operational downtimes like supply chain breakdowns, equipment failures or facility access issues require swift response. Use this template to create a solid plan to avoid costly disruptions and keep your business running smoothly.
It covers all the key details: scope of the plan, management team, assessment, communication plan and more. With flowchart-style layout, the action plan is easy to grasp at a glance which is important during high-tension situations.
Once your design is ready, share it with the new customers during onboarding or deploy it as a training tool for new employees.
If you’re using it for employee training, export it in SCORM or xAPI format for seamless upload to your learning management system.
If leadership transitions, employee misconduct and other personnel crises are not well managed, they can disrupt your workflow or cause the company’s paralysis. Use this template to create a crisis plan that safeguards your operations and keeps your organization stable.
With key sections on ethics, governance, trust, and relationship management, this plan will aid swift decision-making when it matters most.
You can easily customize the color palette and logo to keep it on-brand. Just enter your website URL into our AI-powered brand kit and it will automatically pull your fonts, colors and other brand elements.
Whether it’s social media backlash or a customer service issue that's threatening your reputation, this simple and concise template helps you prepare ahead.
Critical points so that your team can easily grasp the scope and structure of the plan at a glance, especially when pressure is on.
Struggling to get the wording just right? Use our AI writing tool to refine your copy. You can flesh out underdeveloped sections or simplify complex ones or polish your content with just a quick prompt.
Use this cybersecurity crisis management template to protect your core operations and build resilience against cyber threats.
Each section is thoughtfully laid out, giving you a reference for what your plan could include. If you want to make it through, feel free to add extra slides.
To provide more context for specific action points, consider adding interactive elements to the plan. For example, you could embed a support video that walks your team through the key response procedures.
When faced with a liquidity crunch, market crash or other major financial disruption, this comprehensive template gives you a clear structure to respond with confidence.
The management team section stands out for including an email column, making it easier to reach the right people quickly when a crisis hits.
To help you spot problems early, the crisis identification and assessment slide uses charts that highlight key warning thresholds.
The crisis identification and assessment slide uses charts to highlight early warning thresholds that signal a financial crisis may be unfolding. With Visme's data visualization tools like bar graphs, pie charts and line visuals, you can easily turn raw data into actionable insights.
Lastly, this one-pager template helps you report a data breach during the crisis or after to keep executives and stakeholders informed. It covers all the key details at a glance: when the breach happened, what was affected, what caused it and what actions were taken to resolve it.
You can also use this report to compare your actual response with your crisis management plan to see if the process was followed and where improvements are needed.
Volkswagen (VW) positioned its diesel vehicles as fuel-efficient and environmentally friendly, particularly in the U.S., where it aggressively sought to expand its market share.
A study by West Virginia University and the International Council on Clean Transportation on VW cars revealed major discrepancies between lab and real-world emissions. Investigators discovered cheat software in several popular models, including the VW Jetta, Golf and Audi A3.
The fallout was immediate. VW’s stock plummeted, investigations were launched globally, lawsuits piled up, and the scandal ultimately cost the company over $30 billion.
VW initially denied any wrongdoing until U.S. authorities presented undeniable evidence. This slow, evasive response deepened public distrust and showed a lack of internal accountability.
The scandal also exposed serious cultural issues inside the company, like pressure to meet unrealistic goals, weak oversight and a corporate environment that prioritized silence over transparency.
Once the evidence was undeniable, VW admitted fault, issued public apologies, replaced leadership and began large-scale recalls. Plus, the company paid billions in fines.
Most notably, VW pivoted strategically toward electric vehicles and committed to investing in clean transportation.
The Volkswagen scandal is a stark reminder that cover-ups are more costly than a crisis.
Effective crisis management depends not just on technical fixes but on ethical leadership, accountability and long-term cultural change. Recovery is possible, but only through transparency, visible reform and a real commitment to rebuilding public trust.
In the winter of 2013, during the Black Friday shopping rush, Target suffered what was then considered the second most devastating data breach in history.
Hackers used BlackPOS malware to infiltrate Target’s payment systems, stealing 40 million credit and debit card numbers along with 70 million personal records.
The consequence was severe. Target ended up paying over $200 million in legal fees, settlements and system upgrades. Their brand reputation took a hit, and short-term earnings suffered, but the company eventually recovered.
Target’s initial response was slow. Security alerts weren’t addressed quickly.
Even worse, the public wasn’t informed until weeks later. This gave the impression that Target prioritized its image over customer transparency, which further eroded trust.
Target offered free credit monitoring, issued a public apology, and accepted leadership accountability, with the CEO and CIO stepping down.
In the months that followed, Target overhauled its cybersecurity strategy. They hired a Chief Information Security Officer, implemented end-to-end encryption and adopted EMV (Europay, Mastercard and Visa) chip card technology ahead of industry peers.
These technical and leadership upgrades showed a real commitment to long-term prevention, not just short-term damage control.
Early response matters, but lasting recovery depends on leadership, transparency and real reform. Target’s reputation was eventually rebuilt not through PR, but by strengthening systems and showing clear, sustained action.
If your company is facing a crisis, don’t plug the hole; rather, rebuild the foundation. A true recovery stands on transparency, structural change and a visible commitment to doing better.
Below are the mistakes that can quietly undermine even the most well-documented plans and how to fix them:
When your crisis plans are left unreviewed, they become irrelevant the moment your team structure, tools or external risks change. A static PDF sitting in a forgotten folder will fail you in real-time.
The plan needs to be reviewed regularly, especially after organizational changes, incidents or system upgrades and housed in a central, digital location where it’s easy to access, search and update.
Gianluca Ferruggia, General Manager of DesignRush, emphasizes the need to keep crisis plans active and accessible.
“It is essential to maintain the plan alive and well, which means that it is not merely a static PDF collecting dust but is periodically reviewed and evaluated. Through our internal collaboration tools, we maintain the plan digitally in a safe, central area that is available to all important stakeholders.”
Your internal plan is only half the picture. If your cloud provider, logistics partner or IT vendor doesn’t know their role in your crisis response, delays and gaps are inevitable.
Build crisis expectations into third-party SLAs, including notification timelines and access to recovery resources.
Crisis preparedness requires active participation from senior leadership.
If exercises are limited to middle management, the real response will fall apart at the top during an actual event. Involving leadership in drills, with accountability built in, ensures alignment and authority in crisis decisions.
When only a few people know the plan, the response system becomes fragile. Employee turnover, absence or confusion can stall critical actions.
Incorporate crisis training into employee onboarding and provide quarterly refreshers so awareness is broad and response doesn’t depend on a handful of gatekeepers.
In a crisis, speed and coordination are everything. These tools help you monitor, respond and communicate effectively before, during or after the event.
Tool | G2 Rating | Best For | When to Use |
Visme | 4.5/5 (447 reviews) | Creating crisis management plans, briefs and reports | Before, During, After |
Everbridge | 4.5/5 (214 reviews) | Emergency communication and mass notifications | During, After |
Noggin.io | 4.5/5 (18 reviews) | End-to-end crisis management with dashboards and workflows | Before, During, After |
Meltwater | 4.0/5 (2,297 reviews) | Media monitoring and social listening to manage brand response | During, After |
D4H | 4.6/5 (162 reviews) | Incident reporting and team coordination for emergency teams | During, After |
Crisis Control | 4.7/5 (13 reviews) | Scenario planning and real-time decision support | Before, During |
CisionOne | 4.0/5 (1,176 reviews) | PR crisis tracking and journalist/media engagement | Before, During, After |
Google Alerts | N/A | Monitoring online mentions and potential risks | Before, During |
PagerDuty | 4.5/5 (901 reviews) | IT incident response and on-call alerting | During |
OnSolve | 4.4/5 (14 reviews) | Critical event management with AI-driven alerts | Before, During, After |
Brandwatch | 4.4/5 (641 reviews) | Real-time social monitoring and sentiment analysis | Before, During, After |
Teams that use crisis management plans include crisis response teams, communications, HR, legal, IT, and other departments responsible for handling disruptions and managing the organization’s reputation.
The 5 C’s of Crisis Management are:
Command: Establishes clear leadership and decision-making authority to guide the response.
Control: Maintains stability by managing resources, minimizing chaos, and keeping the situation from escalating.
Communication: Ensures timely, transparent updates to keep stakeholders informed and aligned.
Coordination:Aligns teams, tasks, and timelines so all efforts work together efficiently.
Collaboration: Brings together internal departments and external partners to respond as a unified front.
Each “C” plays a vital role in minimizing confusion, maintaining stability, and accelerating recovery when a crisis hits.
The 5 P’s (Predict, Prevent, Prepare, Perform, and Post-Action) represent the key stages of the crisis management lifecycle.
Predict: Identify potential threats by assessing risks and early warning signs.
Prevent: Take proactive steps to reduce the likelihood or impact of identified risks.
Prepare: Develop response plans, train teams, and put systems in place before a crisis strikes.
Perform: Execute your crisis response plan swiftly and effectively when a crisis occurs.
Post-Action: Review the response, analyze lessons learned, and improve plans for future readiness.
The golden hour is the critical first hour after a crisis begins, during which swift and accurate actions heavily influence the overall outcome and public perception.
When a crisis hits organizations should activate their crisis team, assess the situation, communicate transparently with stakeholders, implement the response plan and continuously monitor the situation.
To determine the seriousness of a crisis, consider the severity of the impact and the likelihood of the crisis occurring to assess its seriousness and prioritize response
An effective crisis management plan gives insight into your organization’s approach to identifying, responding to and recovering from high-impact disruptions. It works best when everyone on your team understands it, can access it quickly and knows how to act on it.
Visme makes that possible by helping you turn complex crisis procedures into clear, visual documents your team can follow under pressure.
With features like collaboration tools, embedded media and brand customization, Visme gives you the flexibility to build a plan that meets your needs.
If you're serious about getting your team ready for the unexpected, sign up for free to build your effective crisis management plan.
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