The DMO’s Guide to a Crisis Communication Plan That Works
June 13, 2025
Let’s face it—nobody schedules a crisis. But when disaster (or disruption of any kind) knocks on your community’s door, the last thing you want to do is scramble for a plan while your inbox floods and everyone—from visitors to board members to media—expects you to have answers.
Moments like this is when trust is either earned or lost, where having a crisis communication plan turns chaos into coordination. If you’ve ever wondered what crisis management is, it starts here—with preparation, not reaction.
Thinking about a crisis hitting your community isn’t easy—which makes it even harder to know where to start. But tackling these four steps now means you’ll be ready to respond clearly and confidently if the unexpected hits.
STEP 1: Know What Can Go Wrong (So You Can Plan for It)
Before you write a single social post or prep your spokesperson, you’ve got to get real about what might actually happen and identify potential risks to your community. That means taking a hard look at your community—how recent weather events have hit, what residents are feeling, and how they’re connecting (or clashing) with local government.
Ask yourself:
- Is there the potential for political or social unrest?
- What is the resident sentiment toward tourists?
- What about a health scare (hello, pandemic flashbacks)?
- Are there recurring weather patterns in your region that could impact visitor access or safety?
- Do operational disruptions—such as strikes, cancellations, or infrastructure failures—pose a risk to seamless travel?
Identifying risks now gives you a clear path to act with confidence when the unexpected shows up—and gives your crisis communication plan a solid foundation.
STEP 2: Details, Decisions, and the Stuff That Holds It All Together
Here’s where logistics start to matter—a lot. This is the behind-the-scenes prep work that turns chaos into coordination. Start by figuring out who needs to be looped in—who’s on your crisis-speed-dial list when things go sideways? Think city officials, tourism partners, first responders, maybe even that hyper-local influencer with a direct line to your community. Then, rank your risks: which type of crisis needs a press release and a podium, and which can be handled with a calm, behind-the-scenes update?
If an event calls for public notification, how will you share updates that impact travel and tourism? Will it be a press release, a social media post, an email blast—or maybe a video from your mayor’s surprisingly popular TikTok? Choose the channels that match your audience ahead of time.
As you figure out who needs to be involved and how messages will be delivered, make sure you’re crystal clear on your role. Are you the lead voice guiding the narrative, or the steady support reinforcing leadership with clear, consistent updates? Defining this now means fewer missteps later.
STEP 3: Build the Crisis Communication Plan Like You Actually Mean It
Now that you’ve mapped out the moving parts, it’s time to make it real. Put the plan on paper. Something your team can pull up in a moment’s notice—no guessing, no scrambling, no “who’s supposed to say what?”
Here’s what to lock in:
- Define Your Crisis Communications Goals: Start with the why. What are you trying to protect? Visitor safety? Reputation? Community relationships? All of the above? Get clear on your objectives now.
- Develop Crisis Communications Messages: Pre-draft messages that speak directly to your stakeholders’ biggest concerns. Be clear, be human, and be helpful. This isn’t the time for jargon—your tone should reflect confidence, care, and competence.
- Pick Your Channels (and Know When to Use Them): Not every message belongs everywhere. Identify which platforms fit which audiences—maybe it’s a homepage banner for travelers, a direct email to partners, or a post on social where you can speak quickly and directly, or a formal press release that lends authority and structure.
- Assign Roles and Responsibilities: Who’s writing? Who’s posting? Who’s speaking on camera? Who’s keeping tabs on the inbox? Assign names to every role and make sure there’s a backup for each. A coordinated team keeps the response clean and credible.
- Don’t Let the Plan Collect Dust: Crisis communication plans aren’t “set it and forget it.” Make a habit of reviewing and updating it regularly to reflect changing circumstances and industry trends.
By organizing all of this in advance, you’re building a plan your team can actually use under pressure. It’s a real-world answer to the question, what is crisis management—it’s not theory, it’s actionable strategy.
STEP 4: Templates Are Your Best Friends
You don’t want to be writing your first crisis message while on your third coffee and an adrenaline rush. That’s why it’s important to curate messaging templates in advance—building a toolkit of smart, on-brand responses that can be tailored fast and sent with confidence.
Start by deciding how you’ll communicate in a way that feels credible, consistent, and true to your community. Dial in on the details: who needs to hear from you, what they need to know, and how they’ll hear it. Travelers might need real-time updates, while partners or local leaders may expect more detailed context or reassurance. Tailor your approach to match each group’s expectations and needs. Then, prep the delivery game plan—what gets sent where, who speaks for your organization, and what tools (like FAQs, talking points, or press releases) need to be ready to deploy without hesitation.
Your crisis communication plan should include these essential message types:
Standby Statement: This is your go-to message when things first unfold—a clear, composed response that acknowledges what’s happening and shows you’re already taking action. It should include five essentials:
- Acknowledge the issue
- Express empathy for those impacted
- Reaffirm your organization’s core values
- Share what actions have already been taken
- Outline what’s next and what affected audiences can expect moving forward
This statement sets the tone, builds trust, and gives your team a confident starting point while more information develops.
Social Media Responses: Social is where your community will look first—and fast. Responses here should feel personal, timely, and human. Use first-person language when possible, and speak directly to those asking questions or expressing concern. Remember: your words live forever online, so balance speed with thoughtfulness. Organize your messaging for clarity and impact, and aim to respond within 6 hours or sooner. Prioritize authenticity over polish—this is where real-time reassurance matters most.
Forgiveness Responses: When accountability is required, own it—honestly and transparently. These messages should clearly acknowledge what went wrong, show that the harmful action or inaction has stopped, offer a sincere apology, and explain what steps are being taken to make things right. A strong forgiveness response doesn’t deflect blame—it restores trust by showing integrity, care, and a commitment to doing better.
In a Crisis, Time Moves Fast. Be Ready First
In a crisis, every minute you wait to respond is a minute someone else might define the story for you. The first 45 minutes are your window to lead the narrative. Then comes the 6-hour mark, the 3-day news cycle, and the two-week echo—each step making it harder to regain control. Your response should be fast, thoughtful, and rooted in care. Say what matters, say it clearly, and keep showing up for your community as long as they need you.
The best way to do that? Build your plan before you need it. A well-prepared crisis communication plan isn’t a luxury—it’s the foundation that lets you lead with clarity instead of chaos. Strong crisis communications come from smart, early preparation—and when done right, they show your community you were ready long before the headlines hit. What is crisis management? It’s knowing exactly what to say, when to say it, and how to lead when clarity matters most.
Let our experienced PR team help you get there. We’ll work with your DMO to build a custom crisis communication plan that’s clear, actionable, and ready when it matters most.
