What is the primary role of an 'emergency communication plan'?

The primary role of an emergency communication plan is to outline protocols for crisis communication. This plan is critical for organizations to effectively manage and communicate during emergencies or unexpected situations. It ensures that accurate information is disseminated in a timely manner to stakeholders, including employees, customers, and the public, which helps to minimize confusion and panic.

By having established protocols, organizations can coordinate their responses and maintain consistency in their messaging. This approach not only helps in protecting the organization’s reputation but also reassures stakeholders that there is a clear strategy in place.

In contrast to this focus on communication during crises, the other options do not align with the purpose of an emergency communication plan. Marketing strategies and increasing audience reach concern promotional activities rather than managing crises. Additionally, eliminating the use of social media would limit communication reach rather than enhance crisis management efforts.