A stat this week caught my eye.

“Highly significant” cyber attacks rose by 50% in the past year. The UK’s security services are now dealing with a new nationally significant attack more than every other day, according to the National Cyber Security Centre (NCSC). This is scary but as we depend more on technology, more attacks are inevitable.

In today’s climate, a communications crisis is no longer a matter of if but when. Whether it’s a cybersecurity breach, reputational challenge, or operational failure, every organisation needs to be ready to respond fast, clearly, and confidently. That starts with one essential tool – a crisis communications handbook.

Preparation is protection

Crises can take many forms, from data leaks and executive missteps to product issues and internal disputes. Whatever the cause, the pattern is often the same – initial confusion, mounting speculation, and pressure to respond in real time. Without a clear plan, even the most experienced teams can lose control of the narrative.

A crisis communications handbook ensures structure when chaos hits. It lays out who says what, when, and how, helping organisations maintain clarity and consistency under pressure.

What an effective handbook should include

A strong crisis plan is the blueprint for calm, coordinated action.

Key elements should include:

• Approval processes for all external and internal statements
• Response timelines and escalation procedures
• Clear ownership of roles and responsibilities across communications, legal, HR, and leadership
• Guidance on tone and messaging, aligned with company values
• Pre-approved templates for holding statements, stakeholder updates, and internal comms

These components help teams react quickly while maintaining alignment and accuracy – reducing the risk of contradictory messages or delayed responses.

The value of an ongoing PR partnership

When a crisis hits, many companies instinctively call in external PR support. But the real advantage comes from having an established relationship with a PR partner before the crisis occurs.

Here’s why that relationship matters:

• They already understand your brand. A long-standing PR partner knows your mission, voice, and culture which allows them to respond authentically and efficiently when the unexpected happens.
• They strengthen internal trust. If your PR team has already supported your internal comms, employees will be more receptive and confident in leadership messaging during difficult moments.
• They help protect key relationships. Beyond managing headlines, effective crisis comms safeguard relationships with customers, investors, and other stakeholders. Your PR partner can help tailor messages to each audience and manage the flow of information strategically.

Crisis readiness is reputation readiness

Reputation is one of a company’s most valuable assets and also one of the most fragile.

Having a well-defined crisis communications handbook, supported by a trusted PR partner, ensures you can respond to challenges with transparency, accountability, and control.

Crises are unpredictable but preparation isn’t. The organisations that invest in readiness today will be the ones still trusted tomorrow.