Crisis communication is an art and a science. It’s so much more than issuing statements or apologies.
Even with all the best planning and preparedness a crisis can strike unexpectedly, and how you first handle it often sets the tone of how it will play out.
As someone who works in issue management, I see this scenario play out often. When faced with a crisis, I see how quickly organisations lose credibility as the media and others shape the story. For those in the know, you can see the scramble to respond. Resources are depleted at an alarming rate, and focus shifts away from routine operations, leaving “business as usual” activities neglected.
Not having even a basic crisis communications plan is simply irresponsible. Not knowing who you can call is equally problematic.
As pointed out in Tony Jaques’ Issues Outcomes, research conducted by Economist Impact on behalf of FTI Consulting, revealed a striking insight: 70% of organisations lack a defined cross-functional crisis response team or pre-selected external expert advisors to turn to in the event of a crisis.
Managing crises isn’t part of the daily routine for even the most seasoned communications professionals. It’s a specialised skill developed over years of experience, requiring an ability to see beyond the legal talk, company speak and individual egos.
There are vast numbers of tactics, approaches, tips and tricks to handle crisis communication but there are essential principles that matter.
Here are my top eight principles, and I finish with the most important thing to remember:
1. Respond quickly, but thoughtfully
Why? Delays can spark speculation and erode trust.
Be on the front foot and address the situation promptly, even if you don’t have all the details. A simple statement like, “We’re aware of the issue and are actively investigating,” can reassure stakeholders.
2. Be transparent and honest
Mistakes are forgivable; dishonesty is not.
Avoid manipulating the narrative. Clearly state what you know, what you don’t, and the steps you’re taking to resolve the issue. Transparency builds trust and credibility. There is an increasing focus on ethical standards in communication – organisations are held accountable for misinformation and must navigate the complexities of corporate responsibility.
3. Lead with empathy
Crises often have a human impact, on customers, employees, and communities.
Express genuine care and concern. Start with empathy before diving into explanations. For example: “We’re deeply sorry for the impact this has caused and are committed to making it right.”
4. Keep messaging clear, consistent and authentic
Mixed messages create confusion and undermine trust.
Either appoint a single spokesperson or ensure your team is aligned. Communicate key points clearly and consistently across all channels.
5. Monitor and adapt
Situations and public sentiment can shift rapidly.
Remain vigilant by actively monitoring developments, feedback, and emerging trends to maintain responsiveness and relevance. Leverage real-time tracking of social media, news, and public responses, and adapt your messaging promptly as new information unfolds.
Harness the power of data, AI, and advanced monitoring tools to gain deeper insights into public sentiment and emerging issues. These technologies allow for timely, informed responses and help you better navigate the complexities of the crisis environment with confidence and precision.
6. Own your channels
In crises people seek information.
You don’t want people to go to other sources to check for information. Direct people to where information will be available, and where you’ll be publishing updates.
Then ensure that all your communication channels are aligned. Coordinating messages across various platforms (traditional media, social media, internal communications) helps maintain a consistent narrative.
7. Keep communicating
People treat silence with suspicion.
Often you will nothing new to say but best you even communicate that fact. “We are still investigating and don’t have new information currently.. We will keep you informed”.
8. Be aware of the environment
Environment will dictate so many different challenges and opportunities.
Recent global events have highlighted the importance of addressing employee well-being and mental health during crises. Effective communication requires careful consideration of the current landscape, including mental health challenges and cultural sensitivities.
Timing your messages appropriately and tailoring them to the context play a crucial role in how they are received and, ultimately, how your organisation is perceived. A thoughtful, informed approach helps you build trust and resonate across diverse audiences.
The key to navigating any crisis is preparation.
Understand potential challenges before they arise and be ready to act.
Contact us to find out how a skilled communications consultant can help your brand navigate turbulent times and protect your organisation’s reputation.
From Barbara
