Free 72-hour Business Survival Kits - Part of the EU Preparedness Strategy.

All the members of the CCNE have been frequently asked about our stance on the EU’s initiative to promote 72-hour survival kits as part of its Preparedness Union Strategy.

This strategy also emphasises stockpiling essential supplies and improving civilian-military cooperation. We see merit in this initiative as a collective, though with some caveats.

The 72-hour timeframe is debatable but reasonable. While many crises last longer than three days, defining a clear preparedness scope is essential. Just as businesses focus on continuity planning within realistic scenarios, a structured approach, such as preparing for 72 hours, is more practical than an indefinite preparedness directive.

We support any effort that enhances societal resilience. As crisis (communication) agencies, we respond to emergencies and help clients prepare through training, exercises, and business continuity strategies.

True resilience extends beyond government and businesses—it also includes individual citizens. Having a survival kit can make people more resilient, not just because of what’s inside it, but simply because it exists.

Just owning a survival kit can help people feel more at ease. It boosts a sense of self-efficacy, or the belief in one’s ability to handle challenges, one of the five key coping mechanisms for individual resilience, a major asset for all company employees tasked with managing a crisis response.

Encouraging personal preparedness is valuable if executed in a way that resonates with all employees and their customers. For this initiative to succeed, EU member states must tailor their messaging to their customers’ concerns. In some regions, emphasising survival kits from a war-readiness perspective may not be effective, whereas focusing on natural disasters might be more relatable.

While the geopolitical situation is serious, fear-based messaging can backfire. Instead, governments and businesses should align their communication with the risks that people prioritise.

Additionally, messaging should avoid being overly prescriptive. Instead of dictating what citizens must do, even though governments have their reasons for recommendations and approaches to emergencies, a more effective approach would be to offer guidance that empowers individuals to take action at their own discretion.

Ultimately, preparedness is not just about having supplies—it’s about fostering a mindset of readiness.

A well-communicated, citizen-centric approach will ensure that this initiative strengthens resilience across all levels of society and the business framework.

The Crisis Communications Network Europe (CCNE) is a network of European owner-operated communications agencies with unparalleled expertise in crisis communications and known for their national focus and dedication to clients. Lighthouse PR is the exclusive member for Romania and Moldova.