Sofema Aviation Services (SAS) considers typical ERP processes in support of Crisis Communication
Introduction
A Crisis Communication Plan (CCP) is a structured framework designed to manage the flow of information during and after a crisis to protect an organisation’s reputation, ensure operational continuity, and maintain stakeholder trust.
Clear Objectives and Guiding Principles – Define what the communication plan seeks to achieve – typically to ensure safety, protect reputation, and comply with regulatory obligations.
- Always align CCP with company values, transparency, and compassion. Include measurable objectives (e.g. response time, stakeholder engagement).
- Balance legal caution with the need for speed and empathy.
Defined Roles and Responsibilities – Identify who does what during a crisis — including spokespersons, approval lines, and escalation points.
- Establish a Crisis Communication Team (CCT) integrated with the Emergency Response Team (ERT), including Legal, Safety, PR, Operations, and HR.
- Avoid confusion during activation; unclear delegation can delay message release or cause duplication.
Stakeholder Mapping and Communication Channels – Identify internal and external stakeholders and how to reach them (regulators, partners, employees, clients, media, public, etc.)
- Maintain an up-to-date stakeholder directory with preferred communication modes.
- In global operations (cargo especially), communication delays and cultural mismatches can hinder message delivery.
Pre-approved Messaging Templates – Prepare holding statements and scenario-specific drafts for rapid response.
- Develop templates for different crisis types (e.g., crash, hazardous cargo, cyberattack). Include legal vetting in advance.
- Adapting templates quickly without losing tone, accuracy, or factual alignment.
Communication Protocols and Approval Workflow – Establish who writes, reviews, approves, and disseminates messages — especially under time pressure.
- Use a tiered workflow (initial statement within 30 minutes, detailed brief within 3 hours). Empower on-site or regional leads to release pre-cleared statements.
- Avoid bottlenecks caused by over-centralisation or absent approvers; time zones complicating real-time approvals.
Multi-Channel Delivery Strategy – Ensure consistent message dissemination across traditional and digital platforms.
- Synchronise communication on social media, press releases, internal email, SMS alerts, and client portals.
- Ensure fragmentation of the message does not occur; social media leaks or unofficial posts by staff can distort the narrative.
Social Media Monitoring and Engagement – Monitor public sentiment and misinformation in real time and engage responsibly.
- Establish a social media command centre with monitoring tools – Use an empathetic tone; respond quickly but avoid speculation.
- Viral misinformation, influencers or news outlets posting unverified details before official responses.
Spokesperson Training – Prepare designated communicators to handle media, regulators, and public interactions professionally.
- Conduct media training simulations, including hostile questioning and multilingual briefings. Have backups identified.
- Avoid poor performance under pressure, lack of preparedness, or message inconsistency from alternate speakers.
Integration with ERP and Business Continuity Plans
Purpose: Ensure alignment between communication, operational, legal, and humanitarian responses.
- CCP should mirror ERP activation triggers. Conduct joint drills with emergency teams.
- Avoid siloed departments or disjointed plans, which may cause conflicting actions or messages.
Family and Victim Communication Framework – Establish protocols for communication with families of victims (even for cargo carriers if crew or third-party casualties are involved
- Deploy Care Teams with training in empathetic communication and psychological first aid. Maintain clear timelines for updates.
- Ensure minimisation of miscommunication or delays in casualty identification, which can cause distress and legal repercussions.
Post-Crisis Communication and Reputation Recovery – Maintain long-term stakeholder trust and manage reputational risk after the initial crisis phase.
- Issue follow-up updates, publish a transparent review of lessons learned, and engage in community rebuilding.
- Be aware of the potential of Public fatigue or lingering scepticism if not handled sensitively or with visible commitment to change.
Testing, Review & Continuous Improvement – Ensure the CCP remains current, practical, and effective under evolving threats.
- Include crisis communication drills in ERP exercises. Use After Action Reviews (AARs) to update templates and processes.
- Avoid Resistance to change, under-resourcing, or failure to learn from past crises.
Next Steps
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Tags:
Emergency Response Procedures ERP, SAS blogs, Aviation emergency, Clear Objectives, Aviation Emergency Response Planning, Crisis Communication Plan, Crisis Communication Plan (CCP), Guiding Principles, Crisis Communication Team (CCT), Stakeholder Mapping, Communication Channels, Communication Protocols, Approval Workflow, Social Media Monitoring, Spokesperson Training, Business Continuity Plans
