How to Set Goals in a Crisis Communications Plan

Without clear goals, crisis communications plans can be ineffective and disorganized. Teams often lurch from problem to problem when a crisis strikes without defining and measuring progress, which can lead to frustration, anger, and distrust. It's essential to define and track progress. Goals in a crisis communications plan need to be specific, measurable, actionable, and time-limited. 

Here is the approach we use when setting goals for a crisis communications plan.

Specific Goals in a Crisis Communications Plan

Avoid broad goals. Saying you want a crisis to end or customers to be satisfied tells your team nothing. You need narrow goals that let you track progress. Strong plans often include multiple specific goals so teams can stay focused on the right work.

Measurable Goals in a Crisis Communications Plan

Organizations have plenty of data. During a crisis, you need to connect that data to your goals. Pick clear Key Performance Indicators with targets. For example, if a crisis disrupts your supply chain, measure Customer Order Cycle Time to track progress toward resolution.

Actionable Goals in a Crisis Communications Plan

Your team’s work must drive the goal. Make sure the organization’s actions influence the outcome. Avoid goals tied to passive activity or results that move regardless of what your team does.

Time Limited Goals in a Crisis Communications Plan

Crisis goals need clear timelines. Your team needs a target that pushes you back to normal operations as fast as possible. Without a time limit, you risk drifting without resolving the crisis.

Conclusion

Fitler Square Strategies helps organizations prepare for and manage crises by building crisis communications plans with specific, measurable, actionable, and time limited goals. Reach out to learn how we support your crisis planning and response.