Industries and businesses of all types and sizes are increasingly embracing issues and crises communication planning.In fact, an estimated 84 percent of organizations have an emergency communication plan in place, according to the Business Continuity Institute. Fifty-five percent use three or more emergency communication processes.And yet, nearly two-thirds say they are not confident about their preparedness for a crisis event.

So, while organizations recognize the importance of issues and crises communication, and are investing heavily in related processes, they feel as unprepared as ever.To understand the disconnect, let us take a closer look at the basics of issues and crisis communication.

crises communication refers to the technologies, systems and protocols that enable an organization to effectively communicate during a major threat to its business or reputation.Organizations must be prepared for a wide range of potential crises, including extreme weather, crime, cyber-attacks, product recalls, corporate malfeasance, reputation crises, and PR incidents.

Preparing ahead of time for a crises ensures that relevant personnel can quickly and effectively communicate with each other during moments of threat, sharing information that allows the organization to quickly rectify the situation, protect customers, employees and assets, and ensure business continuity.

This ensures that employees and other stakeholders have access to the most up-to-date information as the emergency unfolds.

Thanks to the mass adoption of smartphones, mobile crises management apps enable employees to receive emergency notifications in real-time communication in any location and at any time of day.The crises management team can instantaneously update relevant information throughout the duration of the situation.

As a result, people at every level of your organization are equipped with the right information, at precisely the moment they need it most. This streamlines emergency response, helps protect people, keep physical and digital assets safe and minimizes lost productivity.