Crisis Communication: Start with Your Own People

25 November 2025 Reading Time: 2 minutes

Erwin Van Overloop:

A crisis always strikes unexpectedly.

A workplace accident, a cyberattack, a production error that makes the news… Suddenly, your organization is under intense pressure.

What you say then – and to whom – determines whether you gain or lose trust. Yet many organizations forget one crucial step in their crisis plan: communicating first with their own employees.

Internal communication is not a side note, but the backbone of any crisis plan. Those who communicate clearly and quickly internally stand stronger externally. After all, employees are your first ambassadors – and often your most critical audience.

In this article you will learn:

– Who plays a role in crisis communication

– Which channels to use and when

– How to prepare for different scenarios

How to Build a Solid Internal Crisis Communication Plan

1. Form a crisis team with clear roles

Every strong approach begins with a well-prepared and trained crisis team. Ideally, such a team includes executives (including HR), one or more crisis managers, the head of communications, and logistical support for reporting and coordination.

In addition to the general crisis team, a dedicated crisis communication team is essential. In this team, you define in advance who is responsible for:

– Spokesperson duties

– Drafting and updating key messages

– Coordinating translations

– Managing internal communication channels

– Monitoring signals inside and outside the organization

Each key position must have a backup to ensure the flow of communication never stops.

2. Work with an information cascade

Include a notification and information cascade in your internal communication plan: who informs whom, in which order, and through which channel.

Managers play a crucial role here as the first point of contact for employees. Provide them in advance with clear Q&As, key messages, and instructions so they can respond quickly and consistently – and feed back signals of unrest.

3. Choose the right internal channels

In a crisis, every minute counts. Not every channel is suitable for every message, so define in advance which tools to use. Consider:

– SMS alerts or call trees: for urgent, short instructions

– Hidden web page or intranet: for comprehensive, lasting updates

– Internal chat channels or communication apps: for fast interaction (with clear publishing rules)

Test these channels regularly and keep your contact details up to date.

4. Prepare scenarios

By developing scenarios in advance – from cyberattacks to production errors – you gain valuable time. Provide pre-approved messages and instructions for each scenario. In a crisis, you only need to add the factual details.

5. Listen internally as well

Strong internal communication also means listening to employees. Gather signals through managers, internal chats, or a reporting desk. Assign someone in the crisis team to consolidate and report these signals. This ensures informed decision-making.

6. Don’t forget aftercare

A crisis does not end once the immediate situation is under control. Concerns, questions, or emotional effects often remain. Always plan an internal follow-up to explain what happened, what went well, and what could improve.

Make aftercare through HR or external support easily accessible. Evaluate the entire process with the crisis team and managers, and update the crisis plan accordingly. That way, you are even better prepared for the next situation.

Conclusion

Whether it concerns a production error, cyberattack, or natural disaster: in every crisis, the same basic rule applies to crisis communication – start internally. With a well-trained crisis team, clear responsibilities, the right communication channels, and a strong internal communication plan, you are prepared for any scenario.

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Erwin Van Overloop is Partner, Studio InsideOut in Ghent, Belgium

Written by: Editor