A crisis can strike any organization without warning, disrupting operations, damaging reputations, and causing significant financial instability.
Today’s threats range from cybersecurity attacks and supply chain disruptions to public health emergencies and extreme weather events.
Effectively navigating these challenges requires a clear understanding of the stages of a crisis.
Understanding these 4 stages is fundamental to building organizational resilience. This enables an organization to effectively prepare for, respond to, and recover from critical events.
Stage 1: Pre-crisis (mitigation)
Before an incident occurs, the pre-crisis stage is dedicated to implementing proactive measures designed to identify, assess, and mitigate potential risks before they can escalate into full-blown emergencies. It is a period of planning and preparation.
Key activities in this phase include:
- Conducting risk assessments: Systematically identifying potential threats to your organization, from operational vulnerabilities to external factors like the Red Sea shipping disruptions or regional power grid instability.
- Developing a crisis management plan: Creating a formal, documented plan that outlines procedures, roles, and responsibilities for various crisis scenarios. This plan is your organization’s playbook for when a critical event strikes.
- Training the crisis team: Assembling and training a dedicated crisis management team. This team must be prepared to lead the response, make critical decisions, and communicate effectively under pressure.
Thorough preparation in the pre-crisis stage is the foundation of resilient crisis management. It equips your organization with the tools and strategies needed to face a crisis with confidence and control.
Stage 2: Crisis (the event)
This is the moment a crisis hits. An event such as a sudden ransomware attack or a rapidly developing wildfire triggers the organization’s response protocols. During this stage, the focus shifts immediately from prevention to active response. The primary objective is to gain control of the situation as quickly as possible.
Key activities during the crisis include:
- Activating the plan: The crisis management team is mobilized, and the pre-developed crisis plan is put into action.
- Establishing clear communication: Rapid, consistent, and accurate communication is vital. Information must flow efficiently to all stakeholders, including employees, customers, investors, and the media.
- Making critical decisions: Leadership must make timely and decisive choices based on incomplete information and immense pressure.
A rapid, coordinated response is essential to contain the event’s impact and prevent it from spiraling further out of control.
Stage 3: Response (managing the aftermath)
As the initial shock of the crisis subsides, the organization enters the response stage. This phase involves the sustained, coordinated effort to manage the ongoing event and its immediate impact. It is where the strategies developed during the pre-crisis stage are executed to stabilize the organization.
Key activities in the response phase are:
- Implementing communication strategies: Keeping all stakeholders informed with regular updates to maintain trust and manage the public narrative. Confirm the location and safety status of all employees (including remote workers, travelers, and contractors) utilizing mass notifications.
- Addressing immediate needs: Providing support to employees, customers, and any other parties directly affected by the crisis. Provide or coordinate emergency medical care. Offer safe evacuation, relocation, or shelter if needed.
- Working to contain damage: Executing business continuity plans to stabilize operations, mitigate financial losses, and restore essential services.
This stage tests the true effectiveness of an organization’s planning and its ability to manage a prolonged and complex situation.
Stage 4: Post-crisis (recovery and learning)
The final stage begins once the immediate threat has passed and the situation has stabilized. The focus shifts to recovery, evaluation, and learning. This phase is not about returning to the old normal but about building a stronger, more resilient organization for the future.
Key post-crisis activities include:
- Conducting a post-crisis analysis: A thorough review of the response to identify what went right, what went wrong, and why.
- Updating the crisis management plan: Integrating lessons learned into the existing crisis plan to improve future preparedness.
- Rebuilding reputation and trust: Taking deliberate steps to restore confidence among stakeholders through transparent communication and corrective actions.
- Duty of care: A crisis can cause trauma, anxiety, or long-term stress. Mental health is a core component of workplace safety. After a crisis, the duty of care can include employee assistance programs (EAPs), counseling, peer support programs, and manager training on recognizing distress.
The post-crisis stage is arguably as important as the pre-crisis stage. It transforms a damaging event into a valuable learning opportunity, strengthening the organization against future threats.
Navigate the stages of crisis management with a CEM Platform
Navigating these four phases of a crisis requires immense coordination. The High Velocity Critical Event Management (CEM) platform by Everbridge provides a centralized system to support organizations through every stage. By automating communications, providing real-time intelligence, and coordinating response efforts, a CEM platform ensures that your team can act decisively and efficiently when it matters most.
Build your resilience today
Crisis management is an ongoing cycle that involves preparation, response, and reflection. By familiarizing yourself with the four phases of a crisis, your organization can move away from simply reacting and instead develop a strong foundation for long-term resilience.
Understanding the four stages of crisis management (pre-crisis, crisis, response, post-crisis) is essential for effective crisis management. Proactively identifying potential risks and creating contingency plans can help reduce vulnerabilities, while structured protocols enable your team to respond efficiently when unexpected events occur. After a crisis, reflecting on what worked and what can be improved ensures continuous growth and better outcomes in future situations.
Step toward strengthening your organization’s preparedness. Download our crisis management plan template to begin building a more resilient future.
