April 10, 2025 - by ReadHealthy Team

 

Crises often strike when we least expect them, and they can be especially severe in the pharma and biotech industry, where the stakes are high. Whether it's a failed clinical trial or dismal earnings report, crises can range from “catastrophic” to “manageable but still disruptive.” But all of them can severely impact your bottom line or your company’s reputation in the eyes of your most important stakeholders.

 

Being prepared is crucial, especially for managing public relations and safeguarding your image. A well-planned and executed crisis communication response mitigates the fallout, preserves your credibility, and protects your financial stability.

 

And yes, you absolutely need a plan.

 

Here’s a rundown of the seven essential documents you should prepare now to be crisis-ready:

 

1. Crisis Communication Response Checklist: When a crisis hits, it hits fast. You need to act quickly and decisively. Your checklist should outline every step, from identifying the core response team to assessing the threat level and executing next steps. With this in place, there's no second guessing—just action.
    

2. Response Team Roster: Identify the key people responsible for managing the crisis—typically C-suite, Legal, Regulatory, Finance, Clinical Affairs, and Communications. Your roster should include names, titles, roles, and, crucially, how to contact them – especially during off-hours.
    

3. Decision Tree: Create a flowchart to help determine whether the situation is an immediate crisis or a “watch and wait” scenario. Define yes/no questions that help you assess the need for escalation and provide a clear decision path.
    

4. Strawman Situational Assessments: Different crises require different approaches. Prepare strawman plans for the most likely scenarios. Whether it’s a product recall or a lawsuit, define the level of severity, potential business impact, and the key steps for managing communication and control.
    

5. Communication Channels: Identify the tools and channels you’ll need for both immediate and long-term communication – Slack or Teams for internal messages, eblasts for customers, media lists for press releases. Keep your brand materials and messaging templates up-to-date and easily accessible.
    

6. Key Audiences: Know who needs to be informed and in what order – investors, key opinion leaders (KOLs), customers, employees, professional societies, government bodies, and media. Prepare a list of contacts who can advocate on your behalf.
    

7. Corporate Policies: Ensure your employees understand your company’s crisis policies. For example, your social media guidelines should clearly outline what is and isn’t acceptable during a crisis. Employees should also know how to handle media inquiries.

 

No one wants to face a crisis, but being prepared will make it easier to manage when it inevitably happens. Proactive planning is essential. While you can’t predict every future threat, having these documents in place positions your organization to respond effectively when the moment comes.

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To learn more about crisis PR planning and other PR/comms strategies to help your business succeed, contact us today.