How a business responds to a crisis can literally either make or break it. Even the most organized companies can encounter an unexpected event like a cyberattack or a worker safety incident, because — well, life happens. But how can you handle the situation to ensure it doesn’t leave scars on your company’s reputation?
We asked our expert partners about the most effective crisis communication strategies that can help you overcome potential unpleasant events and portray your establishment as a reliable organization that can handle even the toughest situations.
Table of Contents
Why Is Crisis Communication Important?
Crisis communication is the process of gathering, prioritizing, managing, and distributing information to minimize the effects of a crisis on an organization and its staff. Crisis management communication strategies consist of different planned steps to notify the public and how the messages will be sent out when a crisis disrupts your company’s normal operational workflows.
This type of public relations program can help reduce the risk of misinformation and mitigate misunderstandings and fears. It minimizes your organization's reputational damage and can also reduce the risk of injuries, property damage, or even loss of life. Additionally, effective crisis communication strategies can also help speed up the mitigation process, ensuring that things run as smoothly as possible during the unfortunate event.
Effective crisis communication is essential. One disastrous example is the way the Soviet Government handled the nuclear catastrophe in the Chernobyl Nuclear Power Plant. Through failing to inform the world about the nuclear fallout, the USSR's secrecy didn’t only endanger its own people’s health, but a great portion of Europe too. Some go as far as to argue that the disaster ultimately led to the downfall of the Soviet Union.
Crisis Communication Response Strategies
There are several ways you can effectively handle a situation that could seem out of control. Below are some of the best practices you can utilize to come out victorious from a troublesome situation.
- Prepare a crisis communication plan
- Prioritize your customers
- Aim for quick and accurate communication
- Use all communication channels
- Take advantage of social media
- Don’t forget about post-crisis evaluation and follow-up communication
Prepare a Crisis Communication Plan
While crises happen unexpectedly, being somewhat prepared by crafting a plan for handling crisis communication is essential. Usually, the plan will include the following:
- Goals of the communication plan
- Target audience
- Crisis management team members
- How do you wish to communicate with the public: either via social channels, official statements, or published content
- Strategic approach for preventing future crises from happening or at least, plans to mitigate their effects on your company
Regardless of whether you're crafting a unique plan or downloading a template, you should be aware that you will need to customize it to adhere to your business needs and crisis type. For instance, you’ve probably communicated differently with your customers during COVID-19 than when you had specific issues with your services or products.
When crafting a plan, it’s essential to condense the strategy into single-digit steps or bullet points. Tensions will run high, and you want a plan that gives clear guidance and simple instructions that can be shared effectively and quickly.
Leonard Scheiner, CEO and Founder of Geek Haus, also points out that different-sized businesses will approach crisis communication strategies differently.
Small businesses will typically have smaller teams, which may also result in more informal and direct messaging, while large companies usually have dedicated teams right from the get-go with more resources, legal counsel, and better communication tools.
“However, smaller companies typically have quicker response times and more personalized communication with the public and stakeholders. Large companies can lag because often, decision-making will require several layers of approval, which can also cause more upheaval and dissatisfaction.”
Prioritize Your Customers
Unpleasant situations and crises usually evoke strong negative emotions. If your company has made a mistake regarding your services or products, dissatisfied customers will probably turn to social media, Yelp, or Google to write negative reviews.
When something like this happens, it’s your responsibility to foster a collaborative and supportive attitude and avoid defensive communication on your channels. You can always respond to customers by apologizing to them directly, while changing some of your policies that led to the issue in the first place and offering refunds or discounts for future purchases.
Flexibility and open communication are pivotal for managing crises effectively and reducing their negative impact on your brand.
Aim for Quick and Accurate Communication
Spreading misinformation can have disastrous consequences. In crises, inaccurate information and misinformation will cause even more panic among your target audience. To effectively handle these situations, you should ensure that the information on all your channels is accurate.
Also, provide daily updates to reduce speculation, anxiety, and uncertainty. As Scheiner points out, it's imperative to admit what is known and talk about the things that are still under investigation.
“Showing empathy towards those affected and reassuring them of appropriate actions being taken is crucial. Designating a single spokesperson or a small team ensures consistent communication, and closely monitoring media coverage and public reaction allows for prompt addressing of misinformation. Preparing for tough questions with clear, honest responses further demonstrates transparency and helps maintain control over the narrative.”
Use All Communication Channels
Email, phone, text, voicemail, social media, and your website are all invaluable communication tools in times of crisis. You can even use more traditional messaging, like hanging a sign on your store’s door if you must close down for a bit.
In addition to ensuring that you send out regular updates on your most relevant channels, you and your management team should also monitor them to see whether there’s any feedback from stakeholders or customers.
Take Advantage of Social Media
Your social channels, such as X, have proven to be excellent crisis communication tools. You can post regular updates about the situation as much as you need, allowing your audience to share it. Also, your community and most engaged followers can take up more personalized communication with you, enabling you to handle the situation on a more effective, personal level. Using your company blog as a management tool in your crisis communication strategy is another great idea.
Scheiner highlights the importance of using social media during crises:
“By actively participating in social media conversations, companies can promptly counteract misinformation, ensuring the public receives accurate information. Timely and transparent communication through these channels helps build credibility, demonstrating that the organization is proactive and responsive. Additionally, social media allows companies to humanize their response, fostering stronger connections with stakeholders. Real-time communication facilitates a two-way dialogue, showing that the company values input from its audience.”
Don’t Forget About Post-Crisis Evaluation and Follow-Up Communication
The intensity will fade over time. When the worst part is over, examine how your brand handled it. Ask your yourself and your team the following questions:
- What were our strengths?
- Did we expose any weaknesses?
- Are we doing good now?
- What should we do next time if something similar happens?
Evaluation can help you see just how well your company performed and devise more refined management plans in the case of a future crisis. Chances are, you may also need to do some follow-up communication to repair any reputational damage.
Mistakes To Avoid in Crisis Communication Response Strategies
Handling a crisis effectively is challenging. With the right attitude, you can mitigate the risks even when under huge pressure.
- Don’t skip educating your leaders
- Don’t dismiss feedback
- Don’t neglect your employees
- Avoid inconsistencies
- Don’t forget about your audience
Don’t Skip Educating Your Leaders
Critical situations require strong leaders who reflect your company’s values and have the necessary emotional intelligence to make the right choices. This can help them connect with your audiences in a crisis the right way.
To ensure their proactiveness, invest in their communication education. This will also reduce the risk of misinformation and slow response times.
Don’t Dismiss Feedback
Feedback, whether from your employees, stakeholders, or customers, allows you to better understand their perspective and possibly gain new insights about the situation. Sending out occasional polls and surveys to your followers can help you better understand what your customers expect from your company.
This baseline can help you map out how your audience may feel in crises and what kind of solutions they want to see from you. This data is also essential to resonate with your followers in normal interactions, not just crises.
Don’t Neglect Your Employees
Handling external communication in a time of crisis is essential, but businesses shouldn’t only focus on their customers and stakeholders. It’s paramount to also be transparent with your staff. Uninformed or misinformed employees can get overwhelmed and burn out quickly.
Try to address their mental health needs during this time and acknowledge all the hard work they’ve put in to handle the situation. Caring fosters a positive company culture which helps create a healthy environment and could ultimately lead to business growth.
Avoid Inconsistencies
No matter whether you have several spokespeople or you handle all communication yourself, the delivered message must be the same across the board to avoid confusion, speculation, and misinformation. Your customers should be able to identify who they should listen to.
Don’t Forget About Your Audience
Informing everyone promptly can be a challenge during a crisis. As such, you must have an appointed contact person or a department who can provide information and updates. Still, one-stop messaging shouldn’t be your only strategy. Crises are often complex, and customers, employees, and stakeholders will have different queries. Try to cover everything you can, either with expert resources or professionals, who can help you mitigate the situation.
Crisis Communication Strategies: Final Thoughts
The problem with a crisis is that you can’t prepare for it. Even if you have an effective plan in place, the situation can get overwhelming quickly and there will bound to be unaccounted scenarios that you will have to address on the spot.
Still, by being prompt, using all your channels, and being honest, consistent, and specific, you can show that your brand is trustworthy and reliable even when things get seemingly out of hand.
Crisis Communication Strategies FAQs
What’s the best approach to handle a crisis?
Timely and accurate communication is key. It’s also important to take responsibility if you have to and ensure your audience that you will take the necessary steps to avoid such problems in the future.
How important is social media in crisis communication?
Platforms such as X or Facebook can be invaluable in sharing regular and accurate updates. These channels also enable you to foster two-way communication with your audiences, which can greatly simplify the process of eliminating misinformation. Additionally, followers can also share your updates, which will potentially reach even more people.
Should you use every possible communication channel?
Yes. Even simple post-it notes can go a long way if you want to update your staff, partners, or stakeholders.
