Unit 3 Assignment 1: Project 2 – Prepare for Crisis

Instructions

Gavin talks about clients who he refers to as Parabolic’s “most stubborn” when it comes to becoming crisis-prepared. Up to now, they’ve simply refused to budge on their opposition to investing in such areas, but he thinks he and others have begun to wear them down. A few of your selected clients sometimes fall on this list as well.

Your mission: Choose a client who needs your help to prepare for a crisis. This will involve identifying threats, choosing messaging strategies, drafting policy recommendations, and making a presentation. Also, each group is to select the most dangerous threat for which they will develop a crisis communications plan for their client (to be completed by Thursday of the week of Unit 3). Gavin will provide feedback and observations on your choice of client.

Note: Any prospective client could be on Gavin’s hypothetical list… it is entirely your choice to make. The one caveat is that whatever client you choose to represent must also maintain operations overseas as well.

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Sample Answer

Crisis Preparedness at the American Red Cross

The American Red Cross (ARC) is a humanitarian organization dedicated to serving people in need including disaster relief, blood drives and community support. “Our mission is more than words. We always aim to prevent and relieve suffering with every action. The Red Cross shelters, feeds and provides comfort to people affected by disasters; supplies about 40% of the nation’s blood; teaches skills that save lives; distributes international humanitarian aid; and supports veterans, military members and their families.” (American Red Cross, 2025) The organization has historically been resistant to making substantial investments in dedicated crisis-preparedness. And while they continue to excel at on-the-ground disaster response, the organization has at times struggled with communication and reputational fallout that accompanies large-scale events or organizational missteps.

This paper aims to provide guidance for the American Red Cross to create a thorough crisis communication plan. Although the American Red Cross is resistant to investing in crisis-preparedness, the organization must adopt a proactive crisis communication strategy that identifies potential threats, implements clear messaging frameworks and establishes firm policy recommendations in order to protect its reputation, sustain donor trust and fulfill its humanitarian mission.

Identifying Threats

The American Red Cross operates in a volatile environment where a variety of external and internal threats can quickly escalate into crises, but they are also viewed as opportunities for growth. Among the most pressing are reputational risks fueled by mismanagement or ethical concerns, cybersecurity vulnerabilities (Lazar, 2024), and shifting political or regulatory landscapes. Additionally, public health emergencies and large-scale natural disasters can overwhelm the organization’s resources and expose gaps in preparedness. Each of these threats, if not addressed proactively, has the potential to damage public trust, weaken donor confidence and jeopardize ARC’s ability to fulfill its humanitarian mission.

Messaging Strategies for Crisis Preparedness

Being prepared before a crisis occurs can make all the difference in reducing endangerment and distress. To effectively manage a crisis, the Red Cross will need to adopt a communications approach built on transparency, empathy, and consistency. Transparency means providing open, honest, and timely information. This will build a foundation of trust and reduce speculation. Empathy through communications should show genuine concern for those affected by the crisis, whether they are victims of a disaster or donors with questions about how their contributions are being used. There should be consistency across all communication channels including social media, press releases, internal memo etch this will help to prevent misinformation and maintain a unified voice.

Donors require reassurance that their contributions are being used effectively, volunteers need clear instructions to continue their work “The achievement of the goals of the American Red Cross is best served by the active participation of members of the community.” (2025) Government partners and aid organizations will need consistent data and collaborative updates and the general public will need up to date information and a visible demonstration of the Red Cross’s commitment to its mission.

Policy Recommendations

To ensure long-term resilience, the American Red Cross must adopt proactive policies that strengthen both internal operations and external communications. Internally, enhancing operational protocols and investing in regular personnel training can significantly reduce risks during crises. Training programs should include not only disaster response procedures but also crisis communication skills so that staff and volunteers are equipped to represent the organization consistently and effectively. Improving response times to significant natural disasters is also crucial, as delayed aid not only impacts those in immediate need but can also result in reputational backlash and loss of public trust. In addition, establishing clear guidelines and codes of conduct for volunteers will prevent incidents of misconduct from damaging the organization’s credibility.

Externally, ARC must prioritize strengthening cybersecurity measures to protect sensitive donor and beneficiary information. A breach in this area could cause both financial and reputational harm, making digital protection a top priority. The organization should also adopt a proactive media engagement strategy, issuing timely updates and shaping the public narrative before misinformation takes hold. Consistent outreach to journalists, donors, partner agencies and the public will ensure ARC remains a trusted source of information during crises.

The Most Dangerous Threat and Crisis Communication Plan

Among the many risks facing the American Red Cross, reputational damage stands out as the most dangerous threat. While cybersecurity vulnerabilities, public health emergencies, political shifts and large-scale natural disasters pose serious challenges, each of these becomes most harmful when it undermines public trust in the organization. ARC depends heavily on its reputation for integrity and competence in order to secure donations, mobilize volunteers and maintain legitimacy as a leading humanitarian organization.

Reputational crises are particularly dangerous because they can arise from both actual mismanagement and perceived failures. Misallocation of resources, inadequate coordination during disaster relief, or even the suggestion of ethical lapses can quickly erode public confidence. For instance, after Hurricane Harvey, ARC faced sharp criticism over its fund distribution and coordination with local agencies. The backlash escalated on social media, where viral criticism and misinformation magnified the issue and overshadowed the organization’s relief efforts (Sullivan, 2014). This example demonstrates how fragile reputation can be and how quickly negative narratives can dominate public perception.

Unlike other threats that may be mitigated through technical or procedural improvements, reputational damage is far more difficult to contain once it spreads. The rise of social media has created an environment where misinformation and viral criticism move faster than official communication, leaving the organization vulnerable to narratives it cannot easily control. Once donor confidence and public trust are compromised, ARC’s ability to raise funds and respond effectively to future crises is severely diminished. In this sense, reputational harm is not only an immediate danger but also an existential threat to the organization’s long-term mission and effectiveness.

Crisis Communication Plan

Key messages

• Reinforce ARC’s commitment to transparency, accountability, and humanitarian service.
• Provide clear, factual updates on crisis response, including how funds are allocated and how decisions are made.
• Emphasize the organization’s core mission: saving lives and supporting communities in crisis.

Communication channels

• Social Media: Rapid updates to counter misinformation and directly engage with the public.
• Press Releases & Media Briefings: Consistent messaging through credible news outlets to reach a broad audience.
• Direct Stakeholder Communication: Email updates, donor letters, and volunteer briefings to maintain trust among key supporters.
• Website Crisis Hub: A dedicated webpage with verified information, FAQs, and real-time updates.

Roles and responsibilities

• Crisis Communication Team: A designated group responsible for monitoring media, crafting responses, and ensuring message consistency.
• Spokesperson(s): A trusted senior leader trained in media engagement to serve as the official voice of the organization.
• Social Media Team: Staff dedicated to rapid response, fact-checking and engagement with the public during a crisis.

Stakeholder engagement

• Donors: Regular, transparent reporting on how resources are being used.
• Volunteers and Staff: Internal communication to align messaging and maintain morale.
• Government and Partner Agencies: Coordinated communication to reinforce credibility and avoid conflicting statements.
• General Public: Accessible updates that highlight ARC’s humanitarian impact and ongoing response efforts.

This plan ensures the American Red Cross can act quickly, maintain consistency, and protect its most valuable asset — its reputation — during a crisis.

Conclusion

The American Red Cross plays an essential role in humanitarian service, yet its continued resistance to crisis-preparedness exposes the organization to significant vulnerabilities. This paper has identified a range of internal and external threats that could undermine ARC’s effectiveness if left unaddressed. Central to these challenges is the danger of reputational damage, which has the potential to erode public trust, weaken donor confidence and jeopardize the organization’s ability to fulfill its mission.

To meet these challenges, ARC must implement clear messaging strategies rooted in transparency, empathy and consistency, while also adopting proactive policy measures such as improved training, enhanced cybersecurity and stronger media engagement. The proposed crisis communication plan provides a framework to address reputational threats swiftly and effectively, ensuring that ARC can maintain credibility even in the face of public scrutiny. By investing in crisis-preparedness now, the organization can safeguard donor trust, strengthen stakeholder confidence, and continue to uphold its humanitarian mission in moments when it is needed most.

References

American Red Cross. (2025). Mission & Values. https://www.redcross.org/about-us/who-we-are/mission-and-values.html

Hassan, I. (2019, Oct 28). The American Red Cross’ disaster protocol: The Delaware chapter. Delaware Journal of Public Health. https://pmc.ncbi.nlm.nih.gov/articles/PMC8352357/

Lazar, A. (2024, March 25). Cyber-poor, target-rich: The crucial role of cybersecurity in nonprofit organizations. Cyber Peace Institute. https://cyberpeaceinstitute.org/news/cyber-poor-target-rich-the-crucial-role-of-cybersecurity-in-nonprofit-organizations/

Sullivan, L. (2014). Red Cross’ Secret Disaster. NPR. https://www.npr.org/2014/10/29/359365276/red-cross-secret-disaster

Volunteering Development Platform (VODPLA). (n.d.). Volunteering in emergencies. https://volunteeringredcross.org/en/voluntariado-en-emergencias/