Model Overview Report

Building The B2B Crisis Communications Plan

January 1st, 2018


While communications crises are less frequent in B2B markets than in B2C, their impact can be equally destructive. Unlike other marketing activities, a corporate crisis communications plan produces no short-term gratification; but should a reputation crisis occur, having a pre-established plan at the ready can counter negativity, mitigate the impact, and avoid knee-jerk reactions that risk making matters worse. Our research indicates that most B2B organizations either lack a crisis communications plan or aren’t satisfied with the one they have. This report describes five building blocks of a best-practice B2B crisis communications plan.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.