Crisis Management Plan and Map: Eat Well Dunn County

Crisis Management Plan:

Eat Well Dunn County

With many social media avenues used for communication on behalf of Mayo Clinic Health System and Eat Well Dunn County, it is important for the organization to be systematic when approaching crisis attack situations. Crisis management is the final defense to defend and protect the organizations when there is a lapse in community management, online reputation disputes, customer support, customer satisfaction and other communication processes. The following crisis management plan should be used when the organizations brand is under attack by dozens or more.

  1. Acknowledge the problem: As soon as the company is found to be in crisis, a rapid and well planned reach to the specific target audience is crucial. When reaching out via social media pertaining to the crisis, state the issue and the facts. No necessary additional information is needed immediately, as this will simply clarify the situation and acknowledge that the organization is aware and on top of it. Simply acknowledging the problem will help to buy time.
  2. Buy time with an update: When a crisis occurs, it is likely that the organization may not have all of the facts and will need time to sort out the issue. We will not have all of the answers immediately to the crisis and will need time to solve it. Patients need to know that we are working on correcting the problem, we will update them, and what/when the next update will come. Consider these three pieces of information when update to buy time.
  3. Create channels for dialogue: Social media platforms are incredibly visual. Directing crisis dialogue away from the main social media page will help to decrease negative traffic to all viewers and re-direct dialogue to a more private area to focus on the solution. When dealing with the crisis, redirect dialogue to the Mayo Clinic Health System-Eat Well Dunn County tab.
  4. Update the audience on fixing the problem: Consider usability of all hand held mobile devises when formulating and sending out all communication plans. Customers and media will be looking for the organizations communication and want it to be user friendly. All communication on the crisis should be able to be read on many social media platforms and web. Blast the plan out at the same time via all of the mentioned platforms, ensuring that none are missed. If necessary, follow-up with a contact to print platforms.
  5. Poll the audience on what they would like you to do: Use the social media platform to shift the attention from why patients are upset, to polling how they think the problem could be fixed. Doing so will direct the negative attention away from the problem to potential solutions. The public may have constructive and creative ways to solve the problem. The public will also value take interest in the organizations value in their opinion advice.
  6. Follow-up: Once the crisis begins to die down, continue to keep dialogue coming. Following the initial crisis, develop two documents outlining the details of the crisis event:
    1. Internal use: share internally within the organization, making sure to give greater detail and security to staff.
    2. External use: share on social media platforms, discussion boards, or any other online tools that were useful during the crisis.

Crisis Management Plan MAP

Crisis Management Plan MAP



  1. I have seen many other organizations polling their audience in a number of ways. I am unsure of an actual “poll” apparatus for the use of facebook, but I have seen some sites create polls. There must be a way to run one via facebook. Regardless, polling the audience with the use of creative questioning, imaging, response with a humorous response, etc are all things I have seen. I personally find value in being asked for my opinion or suggestion from friends, colleagues, partnering organizations. I feel as though this could be a great way to engage stakeholders.


  2. Wow! This is fantastically well done! I like your Crisis Management Plan Map. It is easy to follow and perfect for people who understand better with visuals. Although, it is great for people who don’t necessarily need visuals either. I also really liked your point on redirecting dialogue to a more private area. I feel as if this is typically a hard thing to do, especially with something like Facebook or Instagram, but it is a good point to make. The conversations could be more in depth and personal this way.

    I have to mention that I too really like that you incorporated polling the audience. I think this is a great way to involve the community and make sure they feel they have a say in the organization. Your plan is very creative yet simple. Well done.


  3. Hi,
    I have to agree with Dawn. I liked how you incorporated “Poll the audience on what they would like you to do.” I think that is a great idea!! I am just curious how you would facilitate that? Would you do a poll on Facebook or the social media platform you are using? Or did you have something else in mind. I am curious because I think it is a really good idea and what to know more about how you would do that.

    I also liked how you described the internal and external follow-ups. Great way to clarify expectations.



  4. Hello,
    I found it really interesting to “Poll the audience on what they would like you to do”. I wonder how polls could be sent out to the audience and in what form. I also think it’s a great idea to have the community involved in trying to help solve the crisis. This really does show the organization is interested in what the community values. In the opening paragraph, the “crisis management plan should be used when the organizations brand is under attack by dozens or more” is kind of a tough call. I would think that even if there was one person attacking the organization, it would be important to take action before it could spread out of control.
    Nice job!


Thoughts, Suggestions, Kudos

Please log in using one of these methods to post your comment: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s