The reputations of churches today are just one crisis away from being destroyed. Yet, an overwhelming majority of churches are unprepared to manage even the slightest level of hostility that is becoming more prevalent in American culture.
Harsh statement? Maybe, but hopefully a wake-up call also. After more than 20 years in crisis communications and media relations, I can confidently say there are two types of organizations: those that have faced a crisis and those whose crisis hasn’t happened yet.
When things go wrong, organizations without a plan often suffer significant reputational damage — sometimes irreparable — in a matter of minutes.
Why are so many churches unprepared? Often, it’s because no one anticipates a crisis. Some adopt a “we’ll deal with it if it happens” mentality. Others recognize the need for a plan but don’t know where to start or lack the staff and resources to create one. Whatever the reason, preparation must become a priority.
I’ve helped churches, pastors, and leadership teams navigate crises involving sexual abuse allegations, financial scandals, moral failures, social media attacks, false accusations, church fires, and more. While the number of churches in crisis at any given time is statistically small compared to the total number of churches affiliated with the Tennessee Baptist Convention and the Southern Baptist Convention, the question remains: What if the church in crisis is your church?
Every crisis presents an opportunity for a positive outcome. Preparation and execution often determine the result, and it all starts with being ready. So, are you prepared?
Here are five basic steps to help your church absorb the initial blow of a crisis and build a foundation for survival.
Step 1: Embrace reality
Crises can arise from anything — a sidewalk trip-and-fall, a youth bus accident, or even a church shooting. Start by identifying potential crises your church could face. Too often, leaders dismiss crises as minor inconveniences that will resolve themselves. Reality check: The organizational landscape is littered with leaders who lost their positions because they failed to take crises seriously. Manage the crisis, or it will manage you.
Step 2: Define roles and responsibilities
When a crisis hits, who needs to respond, and what will they do? One person cannot manage a crisis alone. Proverbs 11:14 reminds us there is safety and wisdom in a multitude of advisors. Assign specific roles: Who will serve as the spokesperson? Who will monitor social media? Who will gather the latest information? Who will contact families if someone is injured? Who will handle logistics, like meals, if the crisis requires extended engagement? Confusion escalates quickly when roles and responsibilities are unclear and people are under the pressure of a crisis.
Step 3: Practice preparedness
Once you’ve identified a crisis response team and assigned roles, practice. Walk through “what if” scenarios based on the potential crises you identified in Step 1.
For example, “What if someone falls?” or “What if there’s a camp accident?” “What if there is a social media attack?”
Preparation through practice reduces confusion and ensures everyone knows their roles.
Step 4: Craft your message
Every crisis is unique, but your church’s mission and values should guide your communication. Develop foundational talking points that reflect your church’s ministry and can be adapted to different scenarios. These points will serve as the bedrock for your messaging during a crisis.
Step 5: Don’t overlook the front desk
The receptionist answering the phone or greeting visitors is often the most uninformed person during a crisis. Yet, they are among the most critical.
They are often the first point of contact for anyone reaching out to the church. Assign someone to keep the receptionist updated with the latest information and equip them with clear instructions on how to respond to inquiries.
There’s much more to crisis management than these five steps. However, without these fundamentals, the rest won’t matter.
A crisis can torpedo a church and its leadership in minutes — or it can be an opportunity to solidify your place in the community. The outcome depends on how well you manage the crisis.
