Message Management Plan

Message Management System

Control communication to maintain clarity and confidence during & post incidents

Note: Firstly, listen to the audio then read the text.

This example message management plan provides an editable template and procedures on how to create and deliver a message management system.

This system is a critical process during and post crisis situation.

The message management system can be an annex to the Crisis Management or Business Continuity Plans.

Lesson Objectives

This lesson will introduce you to:

  • The purpose of message management during a crisis.
  • The principles of timely, accurate and consistent communication.
  • The importance of controlling information throughout an incident.
  • The role of message management in supporting organisational decision making.

Learning Outcomes

By the end of this lesson, you will be able to:

  • Explain the purpose of message management.
  • Identify the principles of effective crisis communications.
  • Describe how message management supports coordinated decision making.
  • Recognise the importance of maintaining accurate and consistent information throughout an incident.

Communication Chain of Command

Crisis Communication Team (CCT): A designated team responsible for managing all communications.

This team includes:

  • CEO or Senior Executive
  • Crisis Communication Officer
  • Media Relations Specialist
  • Legal Advisor
  • HR Representative (for internal communications)

Spokesperson Identification:

  • Only designated spokespeople will speak to the media.
  • The CEO or a senior executive will lead official statements and key briefings.
  • If unavailable, the Crisis Communication Officer will be the secondary spokesperson.

Coordination with Emergency Services:

  • Ensure continuous coordination with emergency services to avoid compromising investigations.

Communication Types and Strategies

Media Communications (Traditional & Digital):

  • Establish a clear line of communication with news outlets, print media, television, and online news platforms.
  • Utilise pre-drafted and adaptable statements to respond promptly.

Social Media Strategy:

  • Set up a crisis communication handler or dedicated social media team.
  • Pre-draft statements for all key social platforms to ensure consistent messaging.
  • Monitor social media to manage rumours and respond to direct queries.

Employee Communication:

  • Use internal channels (emails, internal messaging platforms) to keep employees informed.
  • Prioritise employee safety messages, support options, and any operational instructions.

Customer and Public Communication:

  • Utilise website updates, email newsletters, and press releases.
  • Pre-draft statements for direct messaging to customers and stakeholders on affected services, safety measures, and ongoing support.

Press Briefings and Interviews:

  • Set up press briefings at pre-determined intervals.
  • Use factual, concise language, prioritising clarity over detail to avoid speculation.
  • Ensure press conferences provide updates on response, safety measures, and support channels for affected individuals.

Press Briefing Requirements

  • Timing and Location:
    • Initial briefing within 1-2 hours post-incident, if safe to do so. Follow-up briefings at scheduled intervals.
    • Safe and controlled environment for spokesperson to address the media.

  • Preparation and Content:
    • Opening statement: Confirm known facts only.
    • Address safety and security concerns.
    • Avoid any sensitive details that may impact ongoing investigations.
    • Legal review of statements to avoid liability.

  • Media Kits:
    • Provide press kits with background on the organisation, key facts, safety procedures, and FAQ documents.

Message Control and Consistency

  • Approval Process:
    • All messages must be approved by the Crisis Communication Officer and Legal Advisor.
    • Monitor messaging on all channels to maintain consistency.

  • Tone and Language:
    • Maintain a calm, empathetic, and factual tone across all communications.

Post-Incident Messaging Framework

Below are 10 sample messages tailored for communication with the media in the event of a terrorist or hybrid attack:

Sample Messages for Media Communication

  1. Initial Acknowledgment:
    • We are aware of an incident that occurred at [Location] today. Our priority is the safety of everyone involved, and we are working closely with emergency services to understand the situation fully.
  2. Safety Reassurance:
    • We have activated our crisis management systems to ensure the safety and security of our employees and customers. We will provide updates as soon as more information is available.
  3. Ongoing Investigation Confirmation:
    • Our organisation is cooperating fully with emergency services. To support the investigation, we will not speculate or release unconfirmed details at this time.
  4. Employee Support Message:
    • We are committed to supporting all employees affected by this incident, offering counselling services and additional resources to those impacted.
  5. Public Reassurance on Safety Measures:
    • The safety of our community is paramount. We are implementing additional security measures and cooperating with authorities to ensure a secure environment for everyone.
  6. Condolence (if applicable):
    • Our thoughts are with those affected by today’s tragic events. We are doing everything possible to support the families and individuals impacted.
  7. Service Impact Notification:
    • Certain services may be temporarily unavailable. We are working to restore operations safely and will keep everyone updated on timelines.
  8. Social Media Post (General):
    • Our hearts go out to everyone affected by today’s events. We are here to provide updates and are prioritising safety above all.
  9. Future Operational Update:
    • We are assessing the impact of this incident on our operations. While safety remains our priority, we are working to resume services as soon as possible.
  10. Encouragement to Follow Official Updates:
  • For accurate information, we encourage the public to follow updates directly from our official channels and from local law enforcement.

Monitoring and Feedback

  • Media Monitoring:
    • Set up real-time monitoring tools for news coverage, social media mentions, and public sentiment analysis to adjust messaging if needed.
  • Feedback Loop:
    • Post-crisis, gather feedback from stakeholders and media to improve future communication strategies.

Conclusion

The Message Management System Plan ensures timely, accurate, and respectful communication during a crisis.

By centralising message control and maintaining a strong collaboration with emergency services and media, the organisation can effectively manage public perception and ensure the correct message is communicated at all times.

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