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Crisis Planning

Crisis Communications Plan

A Crisis Communications Plan includes a variety of content and pre-prepared materials to aid in the prompt response to an issues-related crisis. The plan outlines specific staff roles and assignments, considerations for different types of crises, general checklists and prompts, approval processes, communications roles, and tools that can help the agency respond quickly and consistently.

The heart of the plan is the identification of the issues-related crises that could most impact the agency and undermine confidence and trust among residents, businesses, staff, customers, elected officials, partner agencies, media, and other important stakeholders.

Each issue may include pre-prepared messages, media and social media content, fill-in-the-blanks press releases, website information, talking points, and checklists. This advance preparation allows the agency to respond more effectively when the next issue occurs.

SAE’s crisis communications plans are practical tools for real-time use. They help public agencies identify who needs to be involved, what must be communicated, how decisions will be coordinated, and how to communicate quickly while remaining accurate and legally appropriate.

Because many crises begin as smaller issues, SAE also helps agencies plan for crises of confidence — situations where public trust, agency credibility, leadership confidence, or community relationships may be at risk.

SAE’s on-call crisis communications support can include immediate message development, media strategy, holding statements, elected official talking points, FAQs, social media guidance, website language, and internal coordination support.

The types of issues that can be addressed include:

  • Demonstrations

  • Discriminatory behavior or words
  • Sexual assault or harassment allegations
  • Brown Act violation
  • Cyberattack or ransomware attack
  • Homelessness
  • Financial misappropriation
  • Public safety response issues
  • Employee discipline
  • Personnel or leadership changes
  • Significant litigation
  • Violence or inappropriate behavior
  • Failure of duty
  • Public Records Act response
  • First Amendment “auditor” response
  • Hazardous materials incident
  • Utility or service disruption
  • Public health concern
  • Organized opposition campaign
  • Social media misinformation
  • Crisis of confidence involving agency leadership

Emergency Public Information Plan

SAE prepares Federal Emergency Management Agency-compliant plans that consider the unique needs of local and regional public agencies.

Our plans are based on real-world experience. SAE has provided communications counsel, media relations, and Emergency Operations Center / Joint Information Center management for many of California’s most challenging crises, including major storms, wildfires, public safety incidents, oil spills, election security, mass casualty incidents, and numerous crises of confidence.

Either as the lead agency or part of a larger team, SAE has provided communications services for the Garden Grove hazmat incident, the Conception dive boat tragedy, the COVID-19 pandemic, the Montecito debris flow tragedy, the Thomas Fire, and the largest mass shooting in Orange County history. SAE also provides after-incident examinations, with experience in the aftermath of the 2015 San Bernardino County terrorist attack and 2025 Palisades Fire.

From in-depth discussion with your agency’s leadership, we learn about the challenges that keep you up at night, explore your staffing/resource strengths and weaknesses, media, political and leadership issues, internal and external agency relationships, and many other facets of emergency planning.

Our approach is to ensure your plan is not just FEMA-compliant, but will deliver results when it counts: during the incident. We accomplish this by conducting on-the-ground research with you and your colleagues, reviewing past media coverage of area crises, and conducting research regarding issues that will impact your response and communications capabilities.

From there, we craft a tailored stand-alone plan or annex to your emergency response plan. It’s a practical document that guides your efforts from notification to establishment of your emergency public information team to preparing and disseminating information. Chapters cover how the Joint Information System works and how to set up your Joint Information Center.

Checklists for all functions are included, along with sections on media access, California Penal Code Section 409.5, message development, media briefing operations, field public information, social media, website updates, and recovery communications.

Recent SAE emergency communications planning work has emphasized:

  • Clear public information roles before an emergency occurs

  • Coordination between public agencies, elected officials, emergency responders, and operating departments
  • Website and social media procedures for rapidly updating residents, businesses, staff, and the media
  • Pre-written materials for likely emergency scenarios
  • Practical guidance for Joint Information System and Joint Information Center operations
  • Recovery-phase communications that help communities understand next steps after the immediate emergency has passed