The most dangerous gap in crisis communications isn’t technology or staffing—it’s preparation. Here’s how to close it before the next emergency.

Good Government Files (on Substack) courtesy of Will Hampton, Hampton Public

Editor’s Note: This is the final installment in our Crisis Communications series. It’s a fitting close focused on what may be the most critical element of all: planning. Because when the pressure’s on, the time for preparation is long past.

If you missed the earlier stories in the series, you can find them here on my Good Government Files site on Substack. Each one offers a real-world, first-person look at how local governments rise to the moment—and what preparation makes possible. -Will

Article by Belinda Willis, CPC, APIO - Senior Consultant, DFW Strategic Communications

When I joined the City of Mansfield, Texas, in 2001 to start its first communications department, I didn’t expect to be tested so quickly. Just two months into the job, an F1 tornado cut a narrow path across the city, toppling trees, tearing roofs, and leveling several businesses. Driving through the storm that night, one question ran through my mind: I’d covered disasters as a reporter—but could I communicate effectively to residents now counting on me for answers?

That storm shaped the rest of my career. In the years that followed, I made crisis communication a priority—developing plans, building new channels, and training with FEMA to become an Advanced Public Information Officer. Later, I helped write the North Texas regional crisis communications plan so PIOs could work together during major disasters.

More than two decades later, that same focus continues through my work with DFW Strategic Communications. Whether drafting plans for clients or staffing a Joint Information Center during events like the Kerr County floods, one truth stands out: every community needs a crisis communications plan that reflects its unique needs and people.

So—what should that plan include?

1. Define the Goal Before the Storm Hits
   
   Like any strategic effort, a crisis communications plan begins with clear goals. The core objective is simple but critical: provide timely, accurate information that keeps residents safe and ensures city operations continue.
   
   The plan should outline the procedures and policies needed to achieve that goal, in as much detail as possible. During a crisis, decisions move fast, and time is scarce. A well-structured plan removes guesswork when clarity matters most.

2. Train the Team, Educate the Public
   
   Effective crisis communication starts long before an emergency. Staff must understand both the principles of communicating under pressure and the structure of emergency management—especially the Incident Command System (ICS).
   
   Your plan should include expectations for staff training and identify courses offered by FEMA or your state emergency management agency.
   
   But preparedness isn’t just for employees. Residents also need to understand how their city operates in an emergency—and what they should do. Seasonal campaigns, how-to videos, and a dedicated “Be Ready” webpage can help residents prepare before disaster strikes.

3. Clarify Roles, Protocols, and Timelines
   
   When a crisis unfolds, confusion is the enemy. Your plan should identify who does what, when, and how. Which departments respond first? Who approves public statements? Who speaks to the media?
   
   Include step-by-step procedures for assessing the situation, notifying key players, and ensuring everyone speaks with one voice. Add a simple timeline: what needs to happen in the first hour, the second, the third. Those early hours shape public confidence.

4. Build a Messaging Framework
   
   Strong messaging carries communities from preparation through recovery. Include pre-approved message templates for likely scenarios—weather events, power outages, water advisories, public health alerts, or infrastructure failures.
   
   Templates allow your team to respond fast, without sacrificing accuracy or tone. They also help maintain consistency across departments and platforms when there’s chaos on the ground.

5. Equip Your Team with the Right Tools
   
   A good crisis plan is more than words—it’s a toolkit. Include contact lists, maps, facility information, media rosters, social media credentials, and FEMA documentation forms. Keep both digital and printed copies in the Emergency Operations Center, since networks can fail when you need them most.
   
   And don’t stop there. Test the plan regularly with tabletop exercises and after-action reviews. Practice reveals the gaps training can fill. Preparation turns disarray into coordination.