How to Create An Effective Crisis Management Team for Non-Desk Industries

10 Apr 2025

Robert Cain

Employee Relations Specialist

A crisis management team (CMT) is a specialized group that responds to unexpected events that could harm the business, its stakeholders, or the general public. This team serves as the central coordination unit during emergencies, providing leadership, making decisions, and managing response efforts.

The purpose of a crisis management team is to protect the organization during difficult times. The team coordinates immediate tactical response while addressing strategic considerations like reputation management, stakeholder communication, and business continuity.

Organizations with well-structured teams can minimize damage, recover quickly, and emerge stronger from crisis situations.

Types of Crises Requiring a Crisis Management Team

Organizations face a wide range of potential crises that require coordinated responses from their crisis management team. Understanding these different types helps you prepare for various scenarios your team might encounter:

Operational Crises

These involve disruptions to your core business operations that necessitate the involvement of your crisis management team:

System failures affecting production, service delivery, or customer experience, such as software outages that delay logistics or scheduling issues that impact shift work.
Supply chain disruptions due to vendor issues, transportation problems, or resource shortages, leading to delays in raw materials or essential parts needed for operations.
Equipment malfunctions that halt manufacturing processes or endanger workers, from mechanical breakdowns on assembly lines to faulty safety gear that puts employees at risk.

For non-desk industries, rapid response to these issues ensures minimal downtime, protects workers, and prevents cascading operational failures that can impact the entire business.

Natural Disasters

Environmental events that can impact your facilities, employees, and operations:

Storms, floods, wildfires, or earthquakes affecting physical locations, leading to property damage, operational shutdowns, or supply chain disruptions. Damage to warehouses, manufacturing plants, or job sites can create hazardous working conditions and delay critical business processes.
Extreme weather prevents employee access to worksites, delaying production, disrupting schedules, and impacting service delivery. In industries reliant on shift work, this can lead to workforce shortages and missed deadlines.
Power outages or infrastructure damage affecting operations, potentially halting critical systems, jeopardizing data integrity, and reducing workplace safety. Without proper backup plans, prolonged outages can create security risks, spoil inventory, or cause unsafe working conditions for employees.

Health and Safety Incidents

Events that threaten the well-being of your workforce or customers:

Workplace accidents requiring emergency response, such as falls, equipment malfunctions, or hazardous material spills. Quick response plans ensure injured employees receive immediate medical attention and prevent further incidents.
On-site medical emergencies, including heart attacks, severe allergic reactions, or heat-related illnesses. Having trained personnel and clear protocols in place can save lives in high-risk environments.
Public health emergencies (like pandemics) requiring operational adjustments, including sanitation protocols, staggered shifts, or remote work for applicable roles to protect employees while maintaining productivity.
Product safety issues that could harm customers, such as defective machinery, contaminated food, or mislabeled pharmaceuticals. Swift action prevents legal liabilities and protects consumer trust.

Public Relations Crises

Situations that threaten your organization's reputation:

Product recalls require immediate communication to customers, ensuring transparency and proactive measures to prevent harm, legal consequences, and loss of consumer trust. A well-coordinated recall process minimizes long-term damage.
Social media backlash requires a coordinated response, where misinformation or viral complaints can escalate rapidly. A crisis management team should monitor sentiment, address concerns quickly, and provide accurate information.
Negative media coverage demanding rapid and transparent communication, requiring spokespersons to engage with the press, correct inaccuracies, and reinforce company values.
Employee or executive misconduct affecting public perception, including unethical behavior or workplace violations. A swift, honest response reassures employees, customers, and stakeholders that issues are taken seriously.

Cyber Incidents and Data Breaches

Situations that threaten your organization's reputation: Digital threats requiring specialized response

Ransomware attacks disrupting operations, potentially halting production lines, delaying shipments, or forcing costly system shutdowns. A proactive cybersecurity strategy and employee training can reduce risks.
Data breaches exposing sensitive customer or employee information, leading to regulatory fines, loss of trust, and reputational damage. Crisis management teams must act swiftly to contain breaches and communicate transparently.
System outages affecting customer-facing services, causing frustration, revenue loss, and credibility damage. Having backup systems and contingency plans can mitigate disruptions.
Communications infrastructure failures isolating portions of your workforce, preventing real-time coordination in emergency situations.

Each crisis type requires specific protocols, communication strategies, and team expertise. Your crisis management team should be prepared to handle any of these scenarios through comprehensive planning, regular training, and clear assignment of responsibilities.

Core Components of an Effective Crisis Management Team

Creating an effective crisis management team requires careful consideration of structure, roles, and decision-making processes. The right composition and organization can make the difference between successfully managing a crisis and allowing it to spiral out of control.

Cross-Functional Representation within the Crisis Management Team

An effective crisis management team must include representatives from across your organization. This departmental diversity helps improve team communication and ensures you have the expertise needed to address various aspects of a crisis.

At minimum, your team should include representatives from operations, communications, legal, human resources, IT, and finance to provide comprehensive crisis response capabilities. Operations leaders ensure business continuity, while communications teams handle internal and external messaging.

Legal experts manage compliance and risk, and HR representatives address employee concerns. IT specialists mitigate digital threats, and finance professionals assess financial impact and resource allocation. Including frontline supervisors can also provide valuable on-the-ground insights to strengthen real-time crisis response.

Organizational Structure Options for Your Crisis Management Team

When structuring your crisis management team, you'll need to choose between centralized and decentralized approaches based on your organization's needs:

Centralized Structure:

Decision-making concentrated at the top
Uniform policies and procedures across the organization
Clearer chain of command
Potentially faster decision-making due to fewer people involved

This approach works well for organizations with strong central leadership and the need for consistent messaging across all operations.

Decentralized Structure:

Decision-making authority delegated to lower levels
More flexible and adaptable to local conditions
Better understanding of local context
Potentially slower overall decision-making due to more stakeholders

This model is particularly effective for organizations with geographically dispersed operations or those operating in diverse markets with different regulatory environments.

Clear Decision-Making Authority in the Crisis Management Team

Regardless of which structure you choose, establishing clear decision-making authority is important. Your crisis management plan should explicitly outline:

Who can activate the crisis response, ensuring there's no confusion or delay when a situation arises.
Who has final decision-making authority, so responses remain coordinated and effective.
The specific circumstances under which authority may be delegated, ensuring flexibility while maintaining accountability.
Reporting relationships during crisis situations, clarifying how information flows between departments and leadership.

Additionally, define backup decision-makers in case primary leaders are unavailable. Regularly review and update these protocols to reflect organizational changes and ensure all employees understand the chain of command during emergencies.

Role Redundancy in the Crisis Management Team

One of the most overlooked aspects of crisis management team design is ensuring redundancy. For each important role, you should identify and train at least one backup person who can step in if the primary team member is unavailable. This redundancy helps maintain operational continuity even when personnel are unreachable or incapacitated.

Cross-training is important to ensure backups are fully prepared to take on responsibilities without delays. Documenting key processes and decision-making guidelines also helps substitute team members step in seamlessly.

Additionally, conduct regular crisis simulations where backup personnel participate to reinforce their readiness. A well-prepared team with built-in redundancy strengthens your organization's resilience and ability to respond effectively in high-pressure situations.

Essential Roles Within a Crisis Management Team

Establishing a well-structured crisis management team is necessary for effectively handling emergencies. Each team member plays a specific and valuable role in ensuring your organization can respond promptly and appropriately when disaster strikes. Let's explore the main positions you should consider including in your crisis management team.

Crisis Management Team Leader

The Crisis Management Team Leader serves as the primary decision-maker and provides overall leadership during an emergency. This individual is responsible for:

Activating the crisis management plan when an incident occurs
Making decisions, often in collaboration with a steering committee
Providing strategic direction to the entire crisis management team
Overseeing the comprehensive crisis response and recovery efforts
Ensuring all team members understand their responsibilities

The leader must remain calm under pressure, possess excellent leadership skills, and have the authority to make decisions that may impact the entire organization. During a crisis, they'll be coordinating the efforts of all other team members while maintaining a clear view of the big picture.

Communications Coordinator in the Crisis Management Team

Your Communications Coordinator manages all internal and external messaging during a crisis, ensuring consistent and appropriate information reaches all stakeholders. Their responsibilities include:

Developing and disseminating clear communication messages to all stakeholders
Managing media relations, including press briefings and statements
Monitoring social media and addressing public concerns online
Working with the team leader to determine appropriate spokespersons
Incorporating legal advice into all communications
Preparing regular updates for executives and other stakeholders

This role requires excellent communication skills, media training, and the ability to craft clear messages under pressure. Your Communications Coordinator will be the voice of your organization during the crisis, so choose someone who can maintain composure while delivering difficult information.

Operations Specialist in the Crisis Management Team

The Operations Specialist focuses on the practical, day-to-day continuation of business functions during a crisis. This team member is responsible for:

Handling tactical operations in the crisis response
Performing initial damage assessment to determine the severity of the situation
Overseeing frontline responders and coordinating emergency actions
Establishing control over the situation to prevent escalation
Compiling regular status reports for leadership and stakeholders
Working to restore normal business operations as quickly as possible

This individual needs to have a thorough understanding of your organization's operational procedures and the ability to implement emergency protocols effectively. They'll be your boots on the ground, ensuring that business functions continue despite the crisis, minimizing disruptions, and keeping employees informed.

Legal/Compliance Representative

Your Legal/Compliance Representative ensures all actions taken during a crisis adhere to relevant laws, regulations, and company policies. Their main responsibilities include:

Providing legal advice on crisis-related decisions to mitigate risks
Reviewing communications for potential legal implications, ensuring accuracy and compliance
Assisting in managing potential liabilities to protect the company from legal fallout
Coordinating with external legal resources when necessary for specialized guidance
Advising on regulatory reporting requirements to ensure timely and proper disclosures
Documenting all decisions and actions for potential future litigation or regulatory review

This team member helps protect your organization from additional legal complications that might arise from your crisis response. They need to be familiar with relevant laws and industry regulations while anticipating potential legal challenges.

Human Resources Representative

The HR Representative focuses on the human aspects of crisis management, ensuring employees receive appropriate support. Their responsibilities include:

Addressing employee concerns and questions to provide reassurance and clarity
Managing internal communications related to staff, ensuring timely and transparent updates
Coordinating employee support services (e.g., counseling, wellness programs) to help employees cope
Handling any crisis-related staffing issues, such as temporary reassignments or workforce adjustments
Tracking employee status and safety during emergency situations to account for all personnel
Facilitating post-crisis support and return-to-work processes to ensure a smooth transition back to normal operations

This role is necessary for maintaining employee morale and well-being during difficult situations. Your HR Representative should be compassionate, organized, and familiar with employee assistance resources, ensuring a people-first approach to crisis response.

IT/Security Specialist

The IT/Security Specialist manages technological aspects of your crisis response, particularly important during cybersecurity incidents or when technology infrastructure is impacted. Their responsibilities include:

Ensuring continuity of IT systems by maintaining uptime and access to critical applications
Managing cybersecurity issues, including identifying, containing, and mitigating threats
Supporting communication technologies to enable seamless coordination during crises
Assisting in data recovery if needed, ensuring minimal information loss and business disruption
Implementing backup systems and recovery procedures to safeguard operations
Monitoring systems for additional threats or vulnerabilities to prevent further incidents
Coordinating with external cybersecurity experts and vendors when necessary

This team member needs strong technical skills and knowledge of your organization's IT infrastructure. In today's digital environment, this role has become increasingly important as technology-related crises become more common and can significantly impact business operations.

Site Safety/Facilities Coordinator

Your Site Safety/Facilities Coordinator focuses on the physical aspects of crisis management, ensuring premises and people remain safe. Their responsibilities include:

Assessing and managing safety risks to prevent hazards from escalating
Coordinating with emergency services, including fire, police, and medical responders
Implementing and overseeing security measures to protect employees, assets, and infrastructure
Conducting safety briefings and training to ensure all employees understand emergency procedures
Managing facility evacuation or lockdown procedures to keep personnel safe during critical events
Coordinating damage assessment and repairs to restore operations as quickly as possible
Ensuring compliance with workplace safety regulations and industry-specific requirements

This role requires knowledge of your physical facilities, safety protocols, and emergency procedures. They'll often be the first to implement immediate safety measures during a crisis involving physical locations, making their role essential for minimizing risk and ensuring a swift response.

Planning and Intelligence Officer

The Planning and Intelligence Officer gathers and analyzes information to support decision-making during a crisis. Their main responsibilities include:

Collecting and analyzing information about the crisis, ensuring leadership has real-time updates
Developing action plans and strategies based on available data to guide response efforts
Forecasting potential scenarios and outcomes to help the team stay ahead of evolving situations
Providing situational awareness to the crisis management team by consolidating internal and external data
Monitoring external factors that might impact the crisis, such as regulatory changes, public sentiment, or industry trends
Identifying resources needed for an effective response, ensuring gaps are addressed before they become critical

This individual needs strong analytical skills and the ability to process complex information quickly. They serve as the team's information hub, helping to ensure decisions are based on accurate and comprehensive data. Their ability to anticipate challenges and provide clear insights makes them essential for maintaining control and minimizing disruptions.

Financial Representative

The Financial Representative manages the financial aspects of your crisis response. Their responsibilities include:

Tracking crisis-related expenses to maintain transparency and accountability
Managing emergency funds to ensure immediate financial needs are met
Assessing the financial impact of the crisis on operations, revenue, and long-term stability
Coordinating with insurers if necessary to file claims and expedite reimbursements
Ensuring continuity of payroll and financial functions so employees and vendors are paid on time
Developing financial recovery strategies to restore stability and mitigate losses
Identifying cost-saving measures to reduce unnecessary expenditures during crisis response

This team member needs financial expertise and an understanding of your organization's financial systems and insurance coverage. They'll help ensure your organization has the resources needed to respond effectively while minimizing financial impact.

Their ability to balance immediate financial needs with long-term fiscal health is crucial for navigating the crisis successfully.

Role Overlap in Smaller Organizations

If you lead a smaller organization, you may not have the personnel to assign a different person to each role. In these cases, consider these strategies for effective role management:

Prioritize the most roles based on your specific industry and risk profile
Cross-train team members to handle multiple responsibilities
Create clear documentation for each role to facilitate quick handovers if needed
Consider external partnerships or consultants who can provide specialized expertise during a crisis
Focus on the Communications, Operations, and Crisis Management Team Leader roles as absolute essentials
Develop detailed checklists for each role to ensure no tasks are missed

The goal is to ensure all essential functions are covered, even if one person must handle multiple roles. Document clearly who is responsible for what, and ensure everyone understands both their primary and secondary responsibilities.

Communication Strategies for Non-Desk Employees During Crises

Communicating with non-desk employees during a crisis presents unique challenges that require specialized strategies. From factory workers to retail staff, frontline employees often lack continuous access to traditional communication channels like email or intranets.

Despite these challenges, effective crisis communication with these workers is necessary for safety and operational continuity.

Multi-Channel Communication Systems

When a crisis strikes, relying on a single communication method is risky, especially for dispersed non-desk workforces. Implementing a multi-channel approach ensures your message reaches everyone, regardless of their location or available technology. Effective communication strategies for deskless workers include:

Digital displays in break rooms, production floors, and other high-traffic areas to communicate visual alerts and updates
Two-way radios for immediate communication in noisy environments or large facilities
Physical notice boards for posting emergency procedures and updates for less tech-savvy employees
Shift handover meetings to verbally communicate information

Research shows that 80% of non-desk workers are underserved by technology, and 85% say the communication they receive on the job isn't enough. This communication gap becomes especially dangerous during emergencies.

As the Federal Emergency Management Agency notes, "Most often, you will use a combination of methods to deliver a consistent message to the whole community."

This principle applies equally to workplace crisis communication. Implementing a multi-channel approach, including mass notification systems, ensures your message reaches everyone, regardless of their location or available technology.

Two-Way Communication Mechanisms

Crisis communication shouldn't flow in just one direction. Frontline employees often have the most accurate real-time information about conditions on the ground, making two-way communication essential.

Implement these two-way mechanisms:

Platforms that allow employees to reply or send alerts
Simple feedback systems like designated phone numbers for reporting
Regular check-ins with team leaders who gather information from their teams

Mobile-First Alert Systems

The ubiquity of mobile phones makes them invaluable tools for crisis communication with non-desk workers. A mobile-first approach, such as using an emergency notification system, should be central to your crisis communication strategy.

A key component of a mobile-first strategy is utilizing internal text communication methods like SMS messaging. SMS text messaging stands out as particularly effective because:

Messages have a 98% open rate within the first few minutes of receipt
They work on all mobile phones, not just smartphones
They can reach employees even in areas with poor data connectivity
They're immediate and direct

SMS-based communication tools, like Yourco, offer additional capabilities such as:

Immediate alerts for emergency situations
Two-way messaging for employee feedback
Document sharing for crisis protocols
Integration with multiple HRIS and payroll systems
AI-powered translations for communicating in multiple languages

Implementing SMS text alerts ensures immediate and direct communication with your non-desk employees during a crisis.

For retail staff facing a store emergency or factory workers dealing with an equipment failure, these SMS solutions can provide life-saving information within seconds.

Offline Communication Protocols

Even the best digital systems can fail during emergencies. Power outages, network failures, or infrastructure damage can render electronic communication methods inoperable. For this reason, developing offline communication protocols is essential.

Effective offline protocols include:

Designating physical assembly points where employees can receive in-person updates
Establishing a buddy system to ensure all employees receive information
Creating pre-printed emergency instruction packets for common crisis scenarios
Training floor managers as communication points who can relay messages verbally

These backup systems ensure continuous information flow even when technology fails. For example, a manufacturing plant might establish that in case of a power outage, all team leads will gather at a designated location every 30 minutes for updates they can then relay to their teams.

By implementing effective communication strategies such as multi-channel systems, mobile-first alerts, offline protocols, and two-way mechanisms, organizations can ensure their non-desk employees remain informed and safe during any crisis.

The goal is to develop these systems before an emergency occurs and to regularly test them through drills and exercises, ensuring everyone knows exactly how to communicate when it matters most.

Training and Preparation for Crisis Management Teams

Effective crisis management depends on thorough preparation and training. When a crisis hits, your crisis management team needs to respond confidently and decisively, which only comes through deliberate practice and skill development.

Core Competencies and Skills Development

Before implementing any training, we recommend conducting a comprehensive business impact assessment (BIA) to identify potential crisis scenarios most relevant to your organization. This foundation allows you to build training that addresses your specific vulnerabilities rather than generic situations.

The core competencies your crisis management team members should develop include:

Decision-making under pressure using frameworks like the OODA loop (Observe, Orient, Decide, Act)
Clear communication skills for both internal and external stakeholders
Information analysis and verification in time-constrained environments
Resource allocation and prioritization
Strategic thinking while maintaining tactical awareness

Your training program should progressively build these skills through regular practice sessions and structured learning opportunities.

Simulation Exercises and Tabletop Scenarios

The most effective crisis management training incorporates realistic simulations that mimic the pressure and uncertainty of actual crises. We recommend following a structured approach for tabletop exercises that includes:

Establishing a detailed scenario based on your risk assessment
Presenting initial information to participants
Introducing "injects" (new developments) at strategic intervals
Facilitating discussion and decision-making among team members
Conducting thorough debriefs to identify lessons learned

Make your simulations as realistic as possible by incorporating actual communication tools, imposing time constraints, and limiting information availability. Use real-time notifications and crisis management platforms to simulate the technology environment your team will use during a genuine crisis.

For maximum effectiveness, develop a schedule of exercises that progressively increases in complexity. Begin with basic scenarios focusing on specific response elements before advancing to complex, multi-faceted situations that test the entire crisis response system.

Psychological Preparation for High-Stress Situations

Crisis situations create significant cognitive and emotional pressure that can impair decision-making. Effective training must prepare team members for the psychological aspects of crisis response.

Incorporate these elements into your training program:

Stress inoculation techniques that gradually expose team members to pressure
Cognitive bias awareness to help identify common decision-making pitfalls under stress
Emotional regulation skills including focused breathing and cognitive reframing
Regular practice making decisions with incomplete information and time constraints
Decompression strategies for maintaining mental stamina during prolonged crises

Implementing these training approaches will build a crisis management team that can think clearly and act decisively when it matters most.

Stay Connected When It Matters Most with Yourco

Workplaces continue to evolve, and so must your crisis management approach. Communications with your entire workforce—especially non-desk employees—can determine success when managing emergencies.

Yourco's SMS-based employee communication platform addresses this need as the #1 SMS-based employee app for non-desk workers that other methods often miss. Yourco sends urgent alerts that reach 90% of workers within minutes on any mobile phone, works in areas with limited data connectivity, allows two-way messaging, and integrates with existing systems.

Unlike emails or complicated apps, Yourco uses SMS technology employees already use daily, ensuring universal accessibility during emergencies.

Try Yourco for free today or schedule a demo and see the difference the right workplace communication solution can make in your company.