Crises are no longer rare, one-off events. Cyber incidents, operational failures, executive missteps, and external disruptions are becoming part of the typical operating environment for B2B organizations of every size. Yet Forrester’s B2B Brand And Communications Survey reveals that many companies remain dangerously unprepared when a crisis strikes. This means slower responses, inconsistent messaging, and unnecessary damage to brand trust at precisely the moment when clarity and credibility matter most. 

Preparedness Gaps Put Brand Reputation At Risk 

Forrester research highlights a stark divide in crisis communications readiness, particularly by company size. While larger organizations face more frequent and complex crises, smaller companies often lack even the most basic foundations for response. Among large companies, 77% report having a documented crisis communications plan, compared with just 49% of smaller companies. Even when plans exist, they’re often outdated; only 64% of large companies and 33% of smaller companies say they update their plans at least annually. 

What’s more concerning is how rarely organizations practice for the inevitable. Just 39% of large companies and 23% of smaller firms conduct annual crisis simulations or tabletop exercises with key stakeholders. Without rehearsal, even a well-written plan can collapse under real-world pressure. 

The Most Common Crisis Communication Breakdowns 

Across the survey, several recurring weaknesses emerged that undermine effective crisis response: 

  1. Lack of preapproved messaging, which slows initial responses and increases the risk of inconsistent narratives. 
  2. Unclear ownership, with many organizations lacking a dedicated crisis communications function. 
  3. Limited use of external experts, leaving teams without specialized guidance during high-stakes moments. 
  4. Minimal rehearsal, meaning teams are untested when speed and coordination matter most. 
  5. Outdated plans that don’t reflect current risks, leadership structures, or communication channels. 
  6. Delayed decision-making caused by overreliance on improvisation rather than established protocols.  
  7. Insufficient alignment, which can lead to conflicting messages or hesitation when fast action is required. 

These gaps force organizations into reactive mode, amplifying the risk of confusion and eroded trust internally and externally. 

Crisis Readiness Is A Brand Imperative 

How a company communicates during a crisis sends a powerful signal about its values, leadership, and accountability. Speed, accuracy, and empathy are required. The encouraging news is that some marketing leaders at large companies now report renewed urgency around crisis communications due to rising global risks. That urgency shouldn’t be limited by company size. 

Every organization, regardless of scale, must treat crisis communications as a core component of brand protection. The best time to build trust, clarify roles, and prepare messages isn’t during a crisis — it’s long before one begins. Forrester clients can read more in the full report, B2B Companies Lack Adequate Crisis Communications Preparedness, and schedule a guidance session with Karen Tran.