45% of U.S. businesses have never considered a crisis plan. That stat — from a July 2nd Morningstar article based on research commissioned by M&C Communications — stopped my scroll. Yes, it’s a commissioned piece, but the findings mirror what many of us in the industry already know: far too many businesses are still reacting instead of preparing.
And here in the UK? We’re barely doing better.
From cyber breaches and viral backlash to tech outages and internal leaks, organisations face growing risks every day. Yet, too many are relying on luck, vague checklists, or outdated plans that haven’t been tested since the last major headline crisis.
It’s time we called that out — and changed it.
The UK Crisis Readiness Gap
🔸 Almost 50% of UK businesses don’t have a crisis response plan (Experian).
🔸 Just 49% have a formal crisis communications plan (EMR Recruitment).
🔸 And more than a quarter haven’t reviewed theirs in over a year (Agility PR Solutions).
These aren’t just numbers — they reflect a deeper issue: businesses are underestimating the reputational, operational, and emotional toll that a crisis can bring. And when it hits? They’re scrambling — not responding.
The Missing Piece: Communications
I recently attended a PwC resilience event — packed with legal, risk, and operational leads. Guess who was the only comms professional in the room? 👋🏽
This isn’t uncommon. Communications is still too often treated as a last-minute fix, not a strategic partner. But the truth is: how you communicate in a crisis can make or break your brand’s credibility.
Introducing the ACT™ Framework
Crisis comms doesn’t need to be complicated. But it does need to be clear, strategic, and human.
That’s why I created the ACT™ Framework — a simple but effective approach to help businesses prepare for the unpredictable:
⚡ Assess
Understand your vulnerabilities, stakeholders, and current state of readiness. Where are the gaps?
➡️ Example: Conduct a risk audit across departments to identify weak points and blind spots.
⚡ Communicate
Craft clear, honest, and timely messaging that supports your people, protects your brand, and builds trust.
➡️ Example: Have pre-approved holding statements and internal comms flows ready to go.
⚡ Transform
Use the lessons to evolve. Embed resilience into your culture, and make crisis readiness part of your DNA — not a panic button.
➡️ Example: After a data breach, update security protocols and roll out quarterly staff training to prevent repeats.
What I Offer
Whether you’re a founder, comms lead, or operations director, I offer tailored support to get your team ready before the headlines hit.
💬 90-Minute Strategy Sessions
💡 Half-Day & Full-Day Mock Drills
🔍 Bespoke Crisis Communications Plans
🎤 Spokesperson & Messaging Support
From light-touch prep to full simulations, my goal is to help you lead with calm, clarity, and credibility — no fluff, just real tools that stick.
Ready to get ahead of the next crisis?
Let’s talk before the crisis hits.
You can book a discovery call by emailing me directly at info@ebonygaylecommunications.com to explore how I can help future-proof your comms.
