Which phase follows the detection/assessment phase in a crisis communication plan?

• A. Response
• B. Recovery
• C. Preparation
• D. Post-crisis evaluation

Answer: (A)

In crisis communication plans, the immediate next step after detecting and assessing a crisis is to move into the response phase. Detection and assessment are about confirming that a crisis exists, understanding its scope, and identifying stakeholders who need information. Once that is established, the response phase kicks in to actively manage the situation: issuing timely, accurate messages; coordinating with internal teams and external partners; guiding actions to protect people and assets; and stabilizing communication channels to prevent misinformation.

After response, the plan typically progresses to recovery—restoring operations and reputation—and later to post-crisis evaluation, where lessons learned are analyzed. Preparation, meanwhile, happens before any crisis is detected, as part of readiness activities.