Why Every Company Needs a Crisis Plan, Before the Crisis

Last week’s frightening events at an office building in New York City were a sobering reminder of how quickly a normal day at work can turn into something unimaginable. While details are still unfolding, what’s clear is this: in moments of chaos, it is not just about courage, there is a need for a plan. While that plan can’t prevent a tragedy, having one is always a good step toward helping people cope and navigate through difficult times. At Nickerson, we specialize in guiding companies through their toughest moments, but the most effective crisis communication work doesn’t start after something goes wrong. It starts well before. Sadly, children as young as 5 prepare in schools for these types of events, shouldn’t all workplaces be doing the same?

Crises come in many forms; acts of violence, natural disasters, cyberattacks, leadership scandals—and none of them arrive with a warning. Yet many organizations delay crisis planning because it feels hypothetical, unlikely, or emotionally uncomfortable.

The truth is: it’s far more uncomfortable to face a crisis with no roadmap.

Whether you’re a CEO, facilities manager, HR director, or head of communications, your team needs to know:

• Who’s in charge of responding—and how responsibilities are shared
• How to communicate clearly, quickly, and consistently across internal and external audiences
• What platforms to use to reach people in real time
• How to work with law enforcement and the media
• How to care for your team after the fact—emotionally, legally, and reputationally

Workplace violence and active shooter threats, in particular, require layered preparedness:

• Physical security protocols and training
• Real-time internal communication capabilities
• Media holding statements ready for rapid deployment
• Spokesperson prep and post-event messaging support

These are not just logistical concerns, they’re human ones.

As crisis communications experts (two of us having worked in TV news for decades), our role is not only to help companies manage the moment—but to make sure they’re never caught flat-footed. We offer strategic planning, spokesperson training, and on-call support when the unexpected occurs.

We hope no organization ever has to use a crisis plan—but having one can help preserve trust and ensure leadership can lead with clarity, not confusion.

If your company doesn’t have a crisis communication plan in place—or if your current one needs a second look—now is the time to act.