Managed Service Providers (MSPs) have become vital to businesses of all sizes, ensuring their IT infrastructure remains secure, functional, and efficient. However, MSPs’ critical role also makes them particularly vulnerable when a crisis strikes—whether it’s a data breach, extended downtime, or a cybersecurity incident. In such situations, the stakes are high: MSPs risk losing clients and damaging their reputations, which could lead to long-term financial consequences.
This is why every MSP needs a crisis communication plan. In the face of an IT-related crisis – whether on the scale of Crowdstrike’s outage earlier this summer or not – having a well-structured, proactive communication strategy can mean the difference between maintaining client trust and facing significant reputational damage.
Key components of an MSP crisis communication plan
A crisis communications plan equips MSPs to respond to critical incidents in a coordinated, thoughtful, and transparent manner. Without a plan, responses can be slow, inconsistent, and reactive, leading to further client dissatisfaction and reputational damage.
A crisis communications plan should include at minimum:
Designated crisis team
This team should include members from IT, HR, operations, legal, and your marketing and PR team. It will be responsible for handling communications and managing the crisis response.
Scenario planning and pre-written templates
Prepared pre-written messages or templates for common crisis scenarios. These should be tailored for different audiences, including clients, partners, media, and regulatory bodies.
Agreed communication channels
Defined communication channels you’ll use to reach out to clients and other stakeholders (e.g., email, social media, website, press releases).
Media relations strategy
In case the crisis reaches the public domain, have a plan for helping with media inquiries, including assigning a spokesperson to handle interviews.
Regular updates
All audiences need to feel informed throughout the crisis. Schedule regular updates to keep your stakeholders updated about the situation, even if there’s no new information.
Post-crisis review
Once the situation has been resolved, conduct a post-crisis analysis to understand what went wrong and what can be improved.
Every MSP is vulnerable to a crisis, whether a data breach, service outage, or another IT-related incident. A crisis communications plan is essential for managing these situations, minimising reputational damage, and retaining client trust. By being prepared and proactive, MSPs can survive a crisis and emerge stronger, proving to their clients that they are reliable, transparent, and trustworthy in even the most difficult of circumstances.
For more information on developing an effective crisis communications plan, contact Gina: hello@nurturepublicrelations.com
