Crisis Communication Plan Development | Insurance


A leading provider of insurance solutions nationally sought a partner to develop its first-ever crisis communication plan. As an organization, several disparate documents already existed (e.g., business continuity plans, a data breach plan and Human Resources process and procedures). However, there was little awareness among employees on what served as the “source of truth.” Leadership needed to refine and enhance aspects of their crisis preparedness protocols to better protect their people and the business. 

Wixted & Company was engaged to develop a robust crisis communication plan and scenario playbook, as well as review current documentation for clarity and consistency so it was coordinated with the new plan. 


Wixted & Company began the project by gathering information as part of a communications discovery process. This is a critical step in building an impactful, usable crisis communication plan. The discovery process included professional evaluation of the company’s current crisis processes, documentation and procedures; interviewing key leadership on their goals and objectives for the crisis plan; and conducting thorough research on possible gaps or risk areas for the company. While aspects of business continuity and operational procedures were addressed across pieces of current documentation, it was clear the organization needed a plan to comprehensively address potential crisis events at the corporate level. 

The Wixted & Company team took the information gathered from the discovery process and built out a comprehensive crisis plan, which included key contact information, numerous crisis scenario examples and supplementary processes, as well as templates for press releases, internal memos and social media responses. The Wixted & Company team also reviewed current organization materials and made updates, as needed, to ensure final communication materials aligned both accurately and appropriately. 


Company executives were not only pleased with the final crisis communication plan, they also recognized the value of the strategic counsel Wixted & Company provided regarding holistic, actionable crisis communication preparedness and strategy. The organization has also engaged the Wixted & Company team with continued communication strategy development and implementation, media relations and internal communication support.